According to the February 2012 survey, conducted by BIGinsight, the average US consumer celebrating Valentine’s Day this year will spend $126.03 on traditional merchandise, up 8.5% from last year, and marking the highest average in the NRF Valentine’s Day Consumer Intentions and Actions Survey’s 10-year history. Total spending for the day is expected to reach $17.6 billion, up 12% from $15.7 billion last year.
Average Valentine’s Day Spending Per Consumer | |
Year | Average Spend |
2009 | $102.50 |
2010 | 103.00 |
2011 | 116.21 |
2012 | 126.03 |
Source: NRF/BIGinsight, February 2012 |
More than half of all tablet owners surveyed will use their device to:
Results from an Adobe Systems study in January 2012 indicate that tablet visitors to US retailers spent $123 on average per purchase in 2011, 54% more than smartphone visitors, and 21% more than those who visited via traditional laptop and desktop computers.
The NRF survey forecasts that couples this year will spend an average of $74.12 on their spouse or significant other. In addition, consumers will spend an average of $25.25 on Valentine’s gifts for their children, parents, or other family members, and $6.92 on friends.
Consumers will also spend an average of:
The average man plans to spend almost twice as much ($168.74, up 6% from $158.71) as the average woman ($85.76, up 13% from $75.79) this Valentine’s Day. Looking at age groups, adults 25-34 will spend an average of $176.85, more than twice the $79.67 adults 65 and older will spend, although the latter figure represents a 32% jump from $60.22 last year.
The survey found mixed results when looking at various categories. Consumers will spend:
Spending will be down on:
Discount stores (37%) will be the most popular shopping destination, but department stores (33.6%) will challenge them for holiday traffic this year. Specialty stores (20.2%) and online (19.3%) will share much of the holiday traffic as well. Others will shop their local florist (17.8%) and jewelry store (10.6%).