• by Jack Loechner , Staff Writer, February 13, 2012

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.

More than half of all tablet owners surveyed will use their device to:

• Research products and compare prices (31.8%)
• Redeem coupons (11.8%)
• Look up retailer information (19.8%)
• Purchase products (19.3%)
• Among smartphone owners, 41.4% plan to research or make a purchase on their device.

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:

• $5.81 on classmates and teachers
• $3.73 on co-workers.
• $4.52 on their pets

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:

• $4.1 billion on jewelry this Valentine’s Day, up 16.5% from last year
• Candy ($1.5 billion, 4% higher than 2011)
• Flowers ($1.9 billion, up 10%)
• Evening out ($3.6 billion, up 6%)

Spending will be down on:

• Greeting cards ($0.97 billion vs. $1.09 billion)
• Clothing ($1.45 billion vs. $1.62 billion)
• Gift cards ($1.17 billion vs. $1.51 billion)

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%).