About 29% of Valentine’s Day shoppers plan to shop online for the holiday, according to a National Retail Federation of 7,277 consumers conducted in January.
This is up 2 percentage points from 2017, when 27% of Valentine’s Day shoppers said they planned to shop online for the holiday, according to NRF’s comparable 2017 survey.
Of the 87.9% of surveyed consumers who said they owned a smartphone, 22.3% said they planned to make a Valentine’s Day purchase on their mobile device, and 6.6% said they planned to use their smartphone to pay for a purchase in a physical store. 36.9% of smartphone owners said they planned to research Valentine’s Day products on their smartphones. Consumers could pick more than one response.
Tablet owners are less likely to make a Valentine’s Day purchase on their device, the survey found, as of the 55.0% of tablet owners, only 19.9% said they planned to make a purchase related to Valentine’s Day on their device.
The NRF estimates that shoppers will spend $19.6 billion on Valentine’s Day this year in total (including online, in stores and in restaurants or an evening out). This is up from an estimated $18.2 billion in 2017.
Planned Valentine’s Day spend has not varied greatly throughout the years, according to NRF’s estimates. From 2012-2018, planned spend for the holiday has ranged between $17.0 billion-$20 billion. 2016 had the estimated largest spend at $19.7 billion.
Candy and greetings cards are the top products shoppers plan to buy for Feb. 14 this year, according to the NRF survey:
- 55% of shoppers say they will buy candy
- 46% greeting cards
- 36% flowers
- 35% an evening out
- 19% jewelry
- 17% clothing
- 15% gift cards
Another Valentine’s Day survey finds similar results. 31% of Valentine’s Day shoppers plan to buy their gifts online, according to online translation agency One Hour Translation’s survey in January of 4,020 global consumers, including 1,000 U.S. consumers.
That percentage ticks up for U.S. consumers who say they will buy a Valentine’s Day gift, as 34.8% say they will buy it online, according to the survey.