{"id":9753,"date":"2022-02-01T08:00:00","date_gmt":"2022-02-01T16:00:00","guid":{"rendered":"https:\/\/www.rangeme.com\/blog\/?p=9753"},"modified":"2025-10-07T12:38:09","modified_gmt":"2025-10-07T20:38:09","slug":"cupids-arrow-shoots-for-improved-valentines-day-sales-this-season","status":"publish","type":"post","link":"https:\/\/www.rangeme.com\/blog\/cupids-arrow-shoots-for-improved-valentines-day-sales-this-season\/","title":{"rendered":"Cupid\u2019s Arrow Shoots for Improved Valentine\u2019s Day Sales This Season"},"content":{"rendered":"\n

Love is in the air for Valentine\u2019s Day, but unfortunately, so are new COVID variants. <\/p>\n\n\n\n

Due to this, Valentine\u2019s Day 2021 \u2014 the first pandemic Valentine\u2019s Day \u2014 saw an 18.6% drop in spending, according to GlobalData, which has offices in London and New York City. This was primarily due to consumers staying at home, says Neil Saunders, Managing Director and Retail Analyst.<\/p>\n\n\n\n

Top gifts for Valentine\u2019s Day<\/strong><\/h2>\n\n\n\n

Valentine\u2019s Day is a bumper day for retailers, to spread some love and inspire a whole lot of spending. Traditionally consumers stick with traditional gifts like chocolates, candy, and flowers, along with jewelry, according to GlobalData.<\/p>\n\n\n\n

According to Emarsys<\/a>, a customer engagement platform, Valentine\u2019s Day 2021 in the U.K. was all about comfort, with 7% of survey respondents saying they\u2019d like to receive loungewear as a gift \u2014 just less than those wishing for underwear (8%). However, chocolates still rule the roost, with 20% of respondents hoping to pamper their lover\u2019s sweet tooth.<\/p>\n\n\n\n

Australians also went out less for Valentine\u2019s Day in 2021, says Anastasia Lloyd-Wallis, CEO and Head of Consumer Insights, Retail Doctor Group, Sydney, because \u201cthe pandemic has caused consumers to spend more time with their loved ones. Hence the need for a specific night may have less appeal.\u201d Overall, however, spending for Valentine\u2019s Day was up 19% last year, she points out, according to Finder.com.au.<\/p>\n\n\n\n

In 2021, Australian consumers hoped to receive activewear (18%), comfortable underwear (13%), and shoes (12%). Despite this desire to exercise, 36% of survey respondents said they\u2019d buy chocolates for a loved one, making it the No. 1 gift last year.<\/p>\n\n\n\n

\"Popular<\/figure>\n\n\n\n

Sales bounce back<\/strong><\/h2>\n\n\n\n

Valentine\u2019s Day 2021 was a bust in the U.S. and the U.K., but not Australia, and should improve this year. <\/p>\n\n\n\n

Despite major e-commerce growth over the past two years, traditional brick-and-mortar stores are likely to see more business, but omnichannel retailers \u2014 those with integrated store and online operations \u2014 should have strong appeal and outperform their digital-only rivals, says John Mercer, head of global research, Coresight Research in London, U.K. <\/p>\n\n\n\n

Saunders expects Valentine\u2019s Day to bounce back, though maybe not until the pandemic is well behind us, since \u201call of the erosion of spend has been related to COVID rather than any other factors.\u201d And since Valentine\u2019s Day 2020 was a record-breaking year, with a 21% increase in sales from 2019, it seems that\u2019s more than likely.<\/p>\n\n\n\n

Where are we shopping?<\/strong><\/h2>\n\n\n\n

According to the National Retail Federation<\/a> (NRF), the internet was the most popular Valentine\u2019s Day shopping destination last year, visited by 38% of consumers, followed by department stores (29%), discount stores (28%,) and local small businesses and specialty stores (tied at 17%).\u00a0<\/p>\n\n\n\n

In terms of actually shopping, most people, says Saunders, buy Valentine\u2019s Day goods at mass chains such as Walmart, Target, and Kroger. \u201cThese retailers make a big effort around Valentine\u2019s and have aisles dedicated to the occasion,\u201d he points out.<\/p>\n\n\n\n

\"Share<\/figure>\n\n\n\n

However, in a Coresight 2021 survey before Valentine\u2019s Day, almost half of respondents (47%) who expected to buy gifts for Valentine\u2019s Day planned to do so at grocery stores. This was followed by online-only retailers (34%) and other specialty stores (19%). Only 18% of Valentine\u2019s Day shoppers said they were likely to shop at department stores, a traditionally robust category for this channel. <\/p>\n\n\n\n

In the U.K., 21% of Emarsys\u2019 survey respondents reported preferring to buy Valentine\u2019s gifts online due to the deals offered. That figure in Australia rises to 31% since shoppers are looking for deals.<\/p>\n\n\n\n

Gift recipients<\/strong><\/h2>\n\n\n\n

Because Valentine\u2019s Day has become less a day for Cupid, and more a day to enjoy and express love, friendship, and gratitude, it\u2019s become a day for which many people shop. <\/p>\n\n\n\n

\u201cGifting to significant others is still the biggest area of spending,\u201d Saunders points out, though adds that \u201cmany people \u2013 especially younger age groups \u2014 now celebrate with friends.\u201d Spending on pets has become bigger over recent years, and self-gifting is also becoming more important.<\/p>\n\n\n\n

Younger generations in Australia, says Lloyd-Wallis, tend to purchase more for their friends, but she\u2019s also seen an increase in self-love with 11% of consumers planning to buy gifts for themselves. Consumers, she says, have been \u201cprompted by the tough nature of the last two years.\u201d<\/p>\n\n\n\n

And now, given what we\u2019ve learned, I\u2019m going to do a little personal shopping \u2014 maybe chocolates and <\/em>athletic wear.<\/p>\n","protected":false},"excerpt":{"rendered":"

Valentine\u2019s Day is about expressing love, friendship, and gratitude, making it a day for consumers to shop for others and even themselves.<\/p>\n","protected":false},"author":69,"featured_media":9754,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"footnotes":""},"categories":[481],"tags":[38,471,37,259,28,2857,36,905,30,32,44,27,26,2860,2855,2854,2858,2856,2853],"class_list":["post-9753","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-industry-trends","tag-consumer-goods","tag-consumer-packaged-goods","tag-cpg","tag-ecrm","tag-entrepreneurship","tag-holiday-trends","tag-innovation","tag-online-shopping","tag-rangeme","tag-retail","tag-retail-trends","tag-small-business","tag-supplier","tag-top-gifts-for-valentines-day","tag-v-day","tag-valentines-day-2","tag-valentines-day-sales","tag-valentines-day-trends","tag-valentines-day"],"yoast_head":"\nCupid\u2019s Arrow Shoots for Improved Valentine\u2019s Day Sales This Season - 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