Love, Romance and Mintel's Findings

Happy Valentine's Day! The more romantically-inclined of our readers will be heartened to know that modern amour is still officially alive and kicking. An estimated one in six Britons claim to have sent a card to a loved one today, according to new research released this week from Mintel.

The survey, conducted among 956 adults earlier this year, shows how card sending has become the most popular Valentine's option for all ages of sweethearts. Younger paramours also favour sending love tokens of flowers and champagne/wine. Just over one in three (35%) of all under 24 year olds claim this as their preferred love token. Other popular gift choices for those aged 20-24 include a cuddly toy (at 43%) and chocolates/sweets at 42%.

In terms of gift packaging, over half (56%) of adults admit that gifts specially packaged by retailers make shopping easier for them. This section of convenience admirers rises to almost 80% amongst 15-19 year olds. In contrast, almost three-quarters of all respondents feel that the day itself has become too commercial.

This general attitude has not stopped lavish spending though. Nearly two fifths of all adults admit to spending more than they had planned to. This level rises to three quarters of those aged 15-24. Those that do splash out do tend to leave it till the last minute as well. Two fifths (44%) of adults leave Valentine's shopping to the last moment, and this level rises to half of all British men.

Richard Caines, Mintel's retail consultant, notes 'There is no denying the fact that Valentine's Day promotions are successful in persuading shoppers to spend money on a range of gift items. Valentine's Day provides the retail sector with a sales boost at a traditionally quiet time of year and this injection of spending is not just confined to card shops, florists and confectioners, but also includes jewellers, off-licences, clothing stores, department stores and those retailing toiletries and fragrances.'

All articles 2006-22 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.

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