Valentine’s Day is fast approaching, and as a result, CivicScience asked more than 3,400 U.S. adults how they feel about the holiday this year. As the data show, the overwhelming majority (55%) are neutral, but over a quarter of respondents feel favorably about the day.
Less people are celebrating Valentine’s Day this year (59%) compared to last year (53%). While more are choosing to do something special at home (25%), half as many people as last year are going to a restaurant. It’s worth noting that 6% of consumers are still hoping to make a reservation out.
A Spending Plateau
Sixty-six percent of Americans will be spending the same amount as they did last year, with married adults being the most likely to spend the same as in years past. Singles are the only group who intend to spend more on Valentine’s Day — perhaps a justified expense, as being single during a pandemic presents a unique set of challenges.
As the data show, there’s a good chance that spending “the same as last year” means $50 or less. However, men are likely to be spending a bit more than women.
People who say they will spend more this year order food delivery twice as often as those who will spend the same or less this Valentine’s Day. And those who get food delivered are going to spend more on their partner.
Among those who are planning to buy a Valentine’s Day gift, one-third are picking something unique and non-traditional (‘Other’), which is consistent with last year’s gift-giving intentions. In terms of traditional gifts, chocolates and candy are much higher this year compared to last year.
And even this year, there’s a strong preference for receiving an experience as opposed to a physical item.
As Valentine’s Day floats into view, plans to purchase are alive and well. Although some will be cutting back on spending for this particular holiday, the majority will continue on as usual–a good sign for florists, chocolatiers, and any other industry that can offer up a Valentine’s Day experience for $50 or less.