NRF: Fewer consumers celebrate Valentine’s Day, spend more

Washington, D.C. – Fewer U.S. consumers will celebrate Valentine’s Day this year, but will spend a little more than last year. According to the National Retail Federation’s 2014 Valentine’s Day spending survey conducted by Prosper Insights and Analytics, 54% of Americans will celebrate with their loved ones in 2014, compared to 60% in 2013.

The average person plans to spend $133.91 on candy, cards, gifts, dinner and more, up slightly from $130.97 last year. Total spending is expected to reach $17.3 billion.

Nearly half (48.7%) will buy candy, a third will give flowers (37.3%) and over half (51.2%) will send greeting cards. Jewelry spending will total $3.9 billion, and 37% will celebrate with an evening out, spending an estimated total of $3.5 billion. Others will give more practical gifts like clothing (15.8%) or gift cards (14%).

Men will spend $108.38 on gifts for their significant others, twice as much as women who will spend $49.41 on their special someone. People will also show their appreciation for family members (59.4%) friends (21.7%) teachers (20.4%) and colleagues (12.1%). About one-in-five (19%) will buy gifts for their pets, spending an average of $5.51.

In addition, the survey found that 26.1% plan to shop online this Valentine’s Day, flat with last year’s 26.3%. Many will turn to their tablets or smartphones before making their final gift decisions; 24% will research products or compare prices on their smartphones and 32.2% will do so on their tablets.

“While fewer are planning to celebrate Valentine’s Day this year, millions of shoppers will still  make room in their discretionary budgets to send cards and gifts to loved ones or enjoy a special evening out,” says Prosper Insights and Analytics Director Pam Goodfellow. “Consumers can expect promotions on everything from flowers to date night dinner packages in the coming days, leaving plenty of ideas for those looking to spoil their Valentines.”

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