Valentine's Day is turning into the second-biggest retailing event of the year, with merchants across the web implementing ambitious marketing programs, writes the E-Commerce Times. The stakes may not be quite as high as they are during the year-end holiday season, but the challenges may be greater for marketers: Valentine's Day sales typically occupy a smaller window, with many taking place at the last minute, and with many of the targeted buyers being male.

In an effort to capture the most sales possible, merchants are buying focused search terms, creating gift-buying guides (especially those aimed at men) and keeping customers informed of inventory updates, shipping promotions and other changes.

Amazon has an entire section of its home page set aside for Valentine's Day gift ideas and a search for "Valentine's" on eBay returns some 14,000 items for sale.