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Figures from Marketing Sciences, a research agency specialising in shopper behaviour, show that men will be significantly more generous than women this Valentine’s Day. Men will spend an average £34.93 on their partners and one in ten will part with more than £75 on gifts this year. By comparison, one in three women will pay less than £10 for their presents with the average woman spending £20.61. People aged 25-34 will be the most generous age group, spending an average £32.92.
There is good news for retailers as a fifth of all people celebrating Valentine’s Day on Friday say they will spend more than they did last year. Men continue to be more generous, with a quarter of men stating that they will pay more for presents this year versus just 16% of women. Who will be celebrating, and what will they get their partner? Overall, one in three adults is planning to celebrate Valentine’s Day this year. People aged 25-34 are twice as likely than 55-64 year olds to mark the occasion, while more than half (55%) of married couples have no plans to celebrate. People in Wales and the South West are the least likely to celebrate Valentine’s Day, while Scots spend the least on gifts at an average £26.02. The majority of people who are planning to celebrate will give their partner a card (71%); a quarter will give their partner flowers; and just over one in five (22%) will buy chocolates. More expensive gifts will be less common, with perfume or aftershave being bought by 9% and jewellery by 7%. Laura Ablett, director at Marketing Sciences, explains: “Retailers need to remember that it’s men, and typically younger men, who will be the big spenders this Valentine’s Day and should make every effort to appeal to them. Stocking up on traditional gifts such as flowers and chocolates is a must if stores want to capitalise on this occasion. “We’ll see a third of couples celebrating Valentine’s Day go out for a meal, while a quarter will stay in and have one at home. That’s good news for restaurants and also for supermarkets – especially those that offer ‘dine in’ deals aimed specifically at Valentine’s Day.” Gifts people intend to buy this Valentine’s Day | Gift | Total percentage | Percentage of men | Percentage of women | | A card | 71% | 69% | 73% | | Flowers | 25% | 43% | 7% | | Chocolate | 22% | 27% | 17% | | Other - a day out experience etc. | 18% | 16% | 19% | | Perfume/aftershave | 9% | 8% | 10% | | Jewellery | 7% | 10% | 3% | For more information regarding this article please click here: www.marketing-sciences.com | @MktingSciences Follow Market Research World on Twitter or join in the conversation with our LinkedIn Group
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