Popularity vs. Profitability
A critical finding in the research is the disconnect between gift volume and economic value. While 57% Although consumers purchase candy, it only makes up a small portion of their total expenses when compared to. Jewelry, which drives $6.4B in revenue despite lower purchase frequency.
Category Breakdown
The Revenue King
Jewelry remains the highest spending category.
The Volume King
Candy is a popular gift choice, bought by more than half of shoppers.
Economic Note
The rise in cocoa prices has caused chocolate gifts to shrink in size due to inflation, but consumer demand for this holiday treat remains unaffected.
Who Gets the Love?
The list of recipients is growing, with partners being the main priority. "Pet Economy" and "Galentine's" celebrations have turned friends and fur-babies into significant spending categories.
Share of Wallet Breakdown
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The "Fur-Baby" Economy
🐾It is now widely accepted to give pets Valentine's gifts, with 32% of consumers intending to purchase something special for their furry friends.
Friends & Co-workers
🥂Purchasing gifts for friends (Galentine's) and colleagues shows a trend towards showing platonic gratitude.
of consumers buy for friends/non-romantic peers.
Search Trends & Timeline
Digital behavior reveals the anxiety behind the holiday. From the "Procrastination Curve" spike in February to specific keyword trends like "Situationships" and "DIY", search data tells the real story.
The "Panic Buy" Curve (Search Volume)
Trending Search Terms
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Demographics & Behavior
The 35-44 year old demographic drives the economy, likely due to balancing gifts for spouses, children, and pets. There is also a significant spending gap between men and women.
Average Spending by Age
Men
Avg Spend
$235Women
Avg Spend
$119