We analyzed past Valentine’s Day shopping data and noticed a trend: men lowered their spending on "Jewelry & Accessories" before the holiday, only to increase it by 50% the day after—likely making up for forgotten gifts. Valentine’s is a classic shopping moment, but often one of obligation. As an inclusive brand, we wanted to ease the pressure.

So, we launched a playful solution: "Blame it on Klarna." Users could blame us for missing a gift by having us send an apology email they could show their partner. We promoted this hack on February 14, directing users to a campaign page to quickly set it up.

The customer email. (Sorry about the blur.)