JC Lupis | Marketing Charts | Wed, 11 Feb 2015 13:32:07 +0000

Source: NRFNRF-Valentine's-Day-Spend-2007-2015-Feb2015

    Notes: Some 55% of US adults plan to celebrate Valentine’s Day this year, with per-celebrant spending estimated to be $142.31, according to a recent NRF survey. That translates to an estimated total spend of $18.9 billion, which would represent a 9% increase from last year and the largest total going back at least as far as 2007. Candy (53.2%) and greeting cards (51.4%) were the most popular gifts planned for purchase. In other Valentine’s Day news:

    • A survey from Ebates.com finds that celebrants are more likely to gift a night out with their significant other (51%) than chocolates (33%) or flowers (27%);
    • Americans’ dream gift for Valentine’s Day is a trip or vacation (43%), though, according to an Offers.com survey, which, contrary to the NRF study, found that Valentine’s Day spending will average only $54 among celebrants;
    • As with the NRF survey, though, a study from the Rubicon Project also reveals that Valentine’s Day gift giving is more common among youth;
    • Most shopping for chocolate/candies (89%), cards/decorations (88%), flowers (74%) and jewelry (70%) will be done in physical stores, according to a survey from the International Council of Shopping Centers (ISCS); and
    • On a separate note, women are shifting their perception of Valentine’s Day from a holiday that represents romance (less than 50% of respondents) to a day to spend time with kids, family and friends (nearly 70% of respondents), per results from an Influence Central survey.

    About the Data: The NRF survey was conducted by Prosper Insights & Analytics among 6,375 adults from January 6-13, 2015.

    The Ebates.com survey was conducted online within the United States by Usamp on behalf of Ebates.com from January 14-19, 2015 among 1,009 adults ages 18 and older.

    The Offers.com Valentine’s Day Survey was conducted on January 16, 2015 among more than 1,000 U.S. adults. This online survey was conducted by Google Consumer Surveys.

    In partnership with the polling firm Penn Schoen Berland, Rubicon Project conducted its survey with 1000 online interviews (MOE ± 3.1%) with the general population in the US between February 3 and 4, 2015. All respondents are currently in a relationship and were evenly split between male and female.

    The Influence Central survey was conducted among more than 600 women.

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