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Mobile Research at the Heart of Valentine’s Day Gifting
Image Credit JD Hancock Creative Commons license

Mobile Research at the Heart of Valentine’s Day Gifting


A report from the National Retail Federation (NRF) has revealed that lovers will turn to mobile for product research across the US in the run up to Valentine’s Day.

Spending will be up by 6.3% on average this year for the occasion, with the average person spending $142.31 on gifts for significant others, family, friends and even pets compared to $133.91 in 2014.

Online shoppers, who make up 25% of research participants, are set to be even more extravagant, parting with an average of $199.33. Total spending for Valentine’s Day in the US is expected to reach an incredible $18.9 billion.

Despite the research revealing that department stores will be the predominant location for Valentine spending, a large majority of those looking to celebrate the occasion will be completing their product and price research online - and mainly via a smartphone or tablet.

Low smartphone purchases

In terms of demographics, men are expected to spend more than women - approximately 2.3 times as much. Meanwhile millennials are the most likely to be a buy a gift for their sweetheart, spending an average of $125.95.

“Candy” is the most likely gift of choice in the US, with over half (53.2%) of celebrants looking to buy chocolates and other confectionery for the day. Flowers, men’s top-planned purchase, came in second, set to be purchased by 37.8%.

A vast majority of those looking to celebrate the occasion, around three-quarters, own a smartphone. However, while four in ten will use their device in the purchase process, actually completing deals via mobile proved to be less popular.

Only 17.7% of adults (18+) planned on purchasing gifts and experiences via a tablet, with even fewer (13.7%) planning on shopping via a smartphone.

The poll of 6,375 consumers, conducted between January 6-13 this year, found, perhaps unsurprisingly, that younger generations rely most heavily on mobile for research and store information.

A considerable 47.3% of 18-24 year-olds and 39.6% of 25-34 year-olds stated they would be researching and comparing prices of gifts and experiences on their smartphones.


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Adele MacGregor

Adele MacGregor

Adele works as a news and features reporter for Existem, covering the latest updates from the performance marketing industry. Adele has written for Media Wales, Grazia Magazine and publications in Spain and the US, with topics ranging from social media and digital skills to local music and gymnastics.

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