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UK Valentine’s Day 2019

UK Valentine’s Day 2019

  • March 2019
  • 101 pages
  • ID: 5764873
  • Format: PDF

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UK Valentine’s Day 2019

Summary
Overall penetration for Valentine’s Day increased by 4.0 ppts versus 2018 driven by retail penetration which increased by 4.2 ppts. This rise was bolstered by consumers feeling financially better off, in addition to a greater proportion of Valentine’s Day shoppers purchasing gifts and/or cards for recipients other than their partners. Retailers continued to shift their focus on the occasion more towards consumers purchasing for family, friends and themselves, to drive spending regardless of whether a shopper is in a romantic relationship.

36.3% of consumers spent more on Valentine’s Day than they did last year as more felt financially better off than they did around the same time last year. However, many consumers financed spending on the occasion using credit options, as 12.5% of shoppers used a credit card and 6.6% used a general store card with both of these payment methods increasingly in popularity versus last year.

Of those who went out for a Valentine’s Day meal, there was a 4.0 ppt increase in the percentage of consumers eating at fine dining restaurants and a 5.3 ppt fall in the percentage eating at less-expensive, family style restaurants.

While almost 60% of Valentine’s Day shoppers purchased gifts for the occasion, uplift in spend in this area was driven by lower value items such as food & drink gifts, flowers and soft toys. High-value product categories such as fine jewellery & watches saw a noticeable decline in average spend.

While consumers want to participate in the event, for many it is not affordable, as shown by the increase in consumers using credit options. Retailers must cater for all budgets, offering a broad range of gifts at various price points, with a focus on value for money.

"UK Valentine’s Day 2019", report forms part of Retail Occasions series, and offers a comprehensive insight into the consumer dynamics and spending habits of British consumers for Valentine’s Day. The report analyses the major players, the main trends, and consumer attitudes.

Scope
- Retail spending increased as a proportion of overall spending as consumers felt more financially well off compared to this time last year.
- A convenient location is the most important driver of retailer choice for Valentine’s Day food & drink shoppers.
- The online channel has been more widely used for cards & gift wrap purchases in 2019.

Reasons to buy
- Use our in-depth consumer insight to learn which areas within Valentine’s Day are most important to ensure that product offerings are catering to the needs and wants of customers.
- Understand what drives consumers to use a retailer for their purchases, such as convenience, value for money and delivery options in order to maximise sales potential.
- Use our in-depth analysis of the leading retailers for the Valentine’s Day occasion in order to understand how to appeal shoppers and maximise market share.

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