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Valentine’s Day Consumer Attitudes

Gender Differences On Valentine’s Day

Yeah, I know, Valentine’s Day is over, get on with it, already! Indulge me one last time and file this away for next year’s season.

The comparison shopping engine conducted on their behalf by of 981 online buyers that shows, not surprisingly, that lonely women get more depressed than married women on Valentine’s Day. Big surprise, huh?  The only thing here is that I don’t believe anyone every tried to measure it before.

Thirty-five precent of widowed women get depressed on Valentine’s Day; 25% of single women and 25% of divorced or separated women do; and only 13% of married women get depressed on Valentine’s Day.

The survey explains that Valentine’s Day depresses many women because they consider themselves more romantic than men (73% versus 64%), and that the holiday is more important to them (85%) than it is to men (73%). Nealry all women (90%) think that romance is at least moderately important on Valentine’s Day and 71% say that their expectations have been let down on the holiday. Twenty-five percent of  women have been dissatisfied with their significant other’s Valentine’s Day gift.

Seventy-eight percent of women would feel comfortable buying themselves a Valentine’s Day gift if there were single compared to only 57% of men who would do so; forty percent of women say they have bought themselves a Valentine’s Day gift while only 12% of men have.

Purchasing Behavior & Gift Preferences

A finds that men will outspend (averaging $127) women (averaging $74) on Valentine’s Day gifts. Women’s lower spending is partly explained by the fact that 40% said that coupons/rebates would play a role in their Valentine’s Day shopping decisions, compared to only 35% of men who would take bargains into consideration.

Most men (71%) planned on giving their significant other a night out on Valentine’s Day while 66% planned to give flowers. Conversely, most women (53%) planned on buying entertainment products for their men.

Sixty-two percent of both men and women hoped to receive a night out on the town from their significant other. That’s where they part ways in preferred gifts. Men want entertainment products (45%) and candy (26%) while women want flowers (55%) and jewelry (44%).

The Discovery Card survey also found:

  • Most people (65%) will make their purchase a week in advance of Valentine’s Day but one in ten men will wait until February 14.
  • More than a third of women (39%) planned on spending nothing on their significant others for the holiday.
  • 22% of men and 15% of women planned to buy their Valentine’s Day gift online.
  • 53% of both men and women said they’d use a debit or credit card to buy their Valentine’s Day gifts.

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About David Erickson

David Erickson is principal of e-Strategy Media, a digital marketing consultancy based in Minnesota. David has extensive experience in digital marketing and is often used as an expert source by media and asked to speak on the topic before organizations and to sit on panel discussions.

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