51% of Consumers Plan to Celebrate Valentine’s Day

BY Rachel Cagle
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"NRF has surveyed consumers about how they plan to celebrate Valentine’s Day annually for over a decade. Take a deeper dive into the data from the last 10 years."

"Total expected Valentine's Day spending has grown steadily since 2017, with spending reaching $20.7 billion in 2019, with the average spending amount totaling $161.96 per person. However, the percentage of consumers celebrating has declined from 54% in 2017 to 51% in 2019."

"The most popular types of gifts planned for 2019 were:

  • Candy: 52% of Americans plan to purchase this (with average per person spending being $14.12)
  • Greeting Cards: 44% ($7.31)
  • Flowers: 35% ($15.07)
  • An Evening Out: 34% ($27.72)
  • Clothing: 18% ($16.08)
  • Jewelry: 18% ($30.34)
  • Gift Cards/​Certificates: 15% ($10.31)"

"On average, 51% of both men and women planned to celebrate Valentine's Day in 2019. However, their average expected spending was vastly different with men spending an average of $229.54 and women planning on spending $97.77. Consumers ages 25 through 44 spent an average of more than $200 on Valentine's Day last year."

Businesses offering Valentine's Day specials can target Valentine's Day Celebrators at Hotel/​Restaurant with both traditional and digital ads. Last year, these shoppers took action after seeing TV commercials, receiving direct mail and email ads and finding ads on daily deals sites such as Groupon.

AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. In addition, AdMall contains industry profiles on full-​service restaurants and florists, as well as lead lists at the local level. Media companies, sales reps and agencies can access this data with a subscription to AdMall from SalesFuel.