Valentine\u2019s Day is here, and though it may invoke a lot of mixed opinions, there\u2019s no denying the influence it has on multiple sectors. We wanted to find out key consumer opinions and behaviour around the day this year, and so we ran some research with the nationally representative Vypr Community of 60,000+ consumers. *<\/p>\n

1 – Consumer Sentiment<\/strong><\/p>\n

How many people are celebrating Valentine\u2019s Day?<\/strong><\/p>\n

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• 62% of our sample will be celebrating this year<\/li>\n<\/ul>\n

  We filtered the results to find any differences between demographics \u2013 one interesting observation was the drop off between those under 45 years of age and those 45 and over<\/strong>:<\/p>\n

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  • 78% of those under 45 voted they will be celebrating, compared to only 48% of those 45 and over<\/li>\n<\/ul>\n

    How are people feeling about the day?<\/strong><\/p>\n

    We ran a sentiment analysis with our representative UK sample to find out.<\/p>\n

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    • Around half responded positively, but there were also a significant number of negative responses, where many thought the day was too commercialised<\/li>\n<\/ul>\n

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      These sentiments changed minimally across age and gender groups.<\/p>\n

      2 \u2013 Consumer Shopping Behaviour<\/strong><\/p>\n

      Gifts are a huge part of the day for many.<\/strong><\/p>\n

      A week before the day, we ran a research question (Steer) to find out how many people had completed their Valentine\u2019s Day gift shopping.<\/p>\n

      We discovered that 23% of people do not buy gifts for Valentine\u2019s Day, but of the others:<\/p>\n

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      • 11% had completed their gift shopping<\/li>\n
      • 23% planned to purchase gifts in the work week<\/li>\n
      • 24% planned to purchase them on the weekend<\/li>\n<\/ul>\n

        And we hope the 10% that voted they purchase their gifts on the day<\/strong> managed to complete their shopping in time!<\/p>\n

        What\u2019s the most popular method of gift purchase?<\/strong><\/p>\n

        We found out that the majority of our sample were purchasing gifts in-store, a trend quite different from other holidays such as Christmas, where the majority of UK consumers purchase gifts online.<\/p>\n

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        • Of the sample that purchase gifts, 50% voted in favour of shopping in-store<\/li>\n
        • A much smaller 29% voted in favour of shopping in-store<\/li>\n<\/ul>\n

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          We also asked the community what the best type<\/strong> of gift to give on Valentine\u2019s Day is:<\/p>\n

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          • Presents (such as chocolates, flowers, and jewellery) came out on top, but experiences (such as evenings out) were just as popular<\/li>\n<\/ul>\n

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            An interesting observation was that the majority of females voted for experiences<\/strong>, compared to the majority of males who voted for presents<\/strong>.<\/p>\n

            Finally, we wanted to find out what the nation\u2019s favourite <\/strong>Valentine\u2019s Day gifts were. Watch the Vypr Valentine\u2019s Video below to find out!<\/p>\n

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