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Valentine’s Day 2016

Valentine’s Day 2016

  • March 2016
  • 69 pages
  • ID: 4109297
In this report:
With seasonal retail occasions being highly discretionary, it is perhaps unsurprising that AB consumers (##.##%) were more likely than their DE (##.##%) counterparts to have purchased a Valentine's gift this year.
Flowers and plants were another popular Valentine's gift, purchased by ##.##% of consumers, while males (##.##%) were nearly five times as likely as females (##.##%) to have purchased this year.


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While this year saw more consumers do something to mark Valentine's, the percentage of those that spent less than newest year was still bigger than those that spent more. Furthermore, while just under half of all consumers purchased a card/wrap or gift item, views on Valentine's remain mostly negative - with consumers feeling it is a waste of money and too commercial. Enthusiasm for Valentine's was markedly bigger among younger, 18-34 year old consumers this year, and this is a trend that retailers must take advantage of. For example, in gifts, while purchase penetration overall was 46.40 percent, the same figures were above 60.0 percent for 18-34s.

Main highlights

- Pleasingly for the UK's biggest grocer, Tesco made strong gains this year to make it the leading Valentine's retailer in both gifting and food and grocery. In gifting, Tesco was the most used retailer overall, growing its usage by 7.0ppts on final year to 17.10 percent, while in food and grocery, it was the leading retailer both for global usage and as the most used retailer.

- While just under half of consumers (47.20 percent) chose to do nothing to celebrate Valentine's this year, this was a 6.8ppts decline on newest year, and an 8.1ppts drop on 2014. However, this did not necessarily translate to an uplift in spending and 22.80 percent of consumers stated they spent less this year on Valentine's compared to the 21.10 percent that said they spent more.

- Valentine's continues to be a main battleground for the grocers, enhanced by the event falling on a Sunday this year. Marketing was main both online and instore, with meal deals a top battleground, even for players such as Iceland, while Co-op focused on breakfast in bed products. Tesco has emerged as the grocery winner for Valentine's Day this year, with final year's winner, Asda, faltering.

- Valentine's gift purchases are typically made with a view to impressing the recipient and, for this reason, quality resonates as the most crucial driver of store choice (39.90 percent). Additionally, a more confident consumer is now clearly less concerned about the cost of gift purchasing, with the importance of low prices declining by some 4.7ppts for Valentine's this year.


The Valentine's report affords a exhaustive insight into the retail occasions spend in the United Kingdom (UK), analysing the industry, the main players, the principal trends, and consumer attitudes.

It offers detailed analysis of the following:

- Main results

Great reasons to purchase

- Utilise the in-depth data and insight on the sector to help form an effective growth strategy for upcoming occasions

- Understand who are the target demographic and their main issues and demands

- Identify the opportunities to grow business during these occasions.

- Comprehend the journey of consumers throughout the process of purchases.

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