ICR Survey
finds that Valentine's Day is not just for sweethearts but for the whole
family, especially Mom!
Not a sweetheart? All is not lost!
80% of those with Valentine plans will be buying for kids, mom and siblings.
Press Release Source: International Communications Research On Wednesday February 10, 2010, 12:31 pm EST
MEDIA, Pa.--(BUSINESS WIRE)--7 of 10
consumers are planning Valentine purchases this year, according to a survey
just completed by ICR/International Communications Research, a full-service
custom research company in Media, PA.
Theres not much difference between
men and women in these plans: 70% of men and 65% of women intend to buy
Valentine cards, candy, flowers and other gifts. There is an age difference,
however; 73% of those under 55 will be doing something for Valentines Day, vs.
55% of those over 55.
Valentines Day is not just about
romance. 4 of 5 consumers buying Valentine cards and gifts will be buying for
their children, grandchildren, mothers, fathers and siblings.
Romance is not dead, however. While
79% of respondents with Valentine plans will be paying attention to other
family members, 82% will also be buying for spouses, boyfriends, girlfriends
and significant others.
Here we do see a gender difference
among Valentine shoppers. More males are likely to buy for a spouse, girlfriend
or significant other: 91% of men vs. 73% of women. When it comes to buying Valentines
Day cards or gifts for other family members, more women plan to do so: 69% of
men vs. 88% of women.
The most likely
recipients of Valentine intentions? Children. 65% of women and 37% of men will be buying
Valentines for children, 24% of women and 8% of men will be buying for Dad or
Grandpa, 24% of women and 13% of men will be buying for sisters, and 14% of
women and 6% of men will be buying for brothers.
What about Mom? No difference here.
40% of women and 38% of men will send or give Valentines to their mothers.
Cards are still the item of choice
when it comes expressing sentiment on Valentines Day : 73% of those buying
plan to buy cards, 42% candy, 35% flowers, 26% a gift card or gift certificate,
and 14% jewelry. Again, we observed a gender skew: 81% of women and 64% of men
will buy cards, 48% of women and 37% of men will buy candy. More men will buy
flowers 49% of men, 21% of women.
Even in a troubled economy, spending
will be high, with younger people spending more. Those 18-34 will spend an
average of $140 vs. those 35+ who will be spending $95.
Who in the world? Lastly, the survey
asked, of all the people in the world, to whom would respondents like to send a
card, or from whom would they like to receive one. Over 70% mentioned spouse or
significant other, or family members. But a few said they would send Valentines
to President Obama or his family, members of the US military, the people or
children of Haiti, and a sampling of celebrities, both in politics and
entertainment.
Survey
The Valentine Intentions Survey is
based on ICRs EXCEL Omnibus study of 1,000 consumers 18+ interviewed by
telephone (including cell phones) January 28-31, 2010. The margin of error is
3% at the 95% confidence level.
The EXCEL Omnibus survey is
conducted by phone among 1,000 consumers weekly, includes both cell-phone users
and a robust Hispanic sample As a result, EXCEL represents an extremely
reliable, representative sample based on rigorous sampling and methodology, and
is used extensively not only by ICRs business clients but also by academic,
government and foundation partners.
ICR is a full-service market
research company, providing research solutions addressing strategic and
tactical issues in the US and 90 countries worldwide. For over 25 years, ICR
has designed and implemented many marketing and opinion research studies among
consumers, business professionals, physicians, and unique government and
academic constituents. We provide our clients with direction in multiple areas,
including product development, segmentation, brand building, advertising
effectiveness, customer loyalty and social science research. For more
information about ICR, please visit www.icrsurvey.com
or www.ssrs.com.
Plan to buy cards/gifts for Valentines day?
Overall nationally: 68%/32%
- 18-34: 78%
- 35-54: 70%
- 55+: 55%
Among those planning to buy/what is
planned?
Overall nationally: cards 73%, candy 42%, Flowers 35%
- Cards: Women 81%, Men 64%
- Candy: Women 48%, Men 37%
- Flowers Women 21%, Men 49%
