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BizReport : Ecommerce archives : February 08, 2010

Online shoppers to spend more than offline this Valentine's Day

The first of 2010's big shopping days is less than a week away and while lovers look to grab a piece of each other's heart, retailers are focusing their efforts on grabbing as much of a consumer's wallet as possible. Indeed, online retailers should take note of a new NRF survey which suggests that online shoppers this Valentine's Day will spend, on average, more than consumers overall.

by Helen Leggatt

NRF logo.jpgDespite the trials and tribulations caused by the long-suffering economy, most (60%) Americans still intend to celebrate with that special someone this Valentine's Day.

This year's NRF 2010 Valentine's Day Consumer Intentions and Actions survey, conducted by BIGresearch, found the average person will spend $103.00 on traditional Valentine's Day merchandise - such as greeting cards, chocolate, an evening out, flowers, jewelry - just 50 cents more than last year.

"While some may view Valentine's Day as cliché, many people still look forward to giving significant others, friends, family and even pets something special," said Tracy Mullin, President and CEO, NRF. "Rather than not give anything at all, consumers will instead focus on small, thoughtful gifts for the people who mean the most to them this year."

According to Fiona Swerdlow, Head of Research at, only 16.3% (around 2 in 10) of the U.S. survey respondents planned to shop online. However, online shoppers are expected to spend $68.81 more than consumers across all channels - $171.81 vs. $103.00.

"While online Valentine's Day shoppers still constitute a relatively small segment overall, savvy online retailers will showcase their Valentine's Day offerings (both product and promotions) to capture incremental mid-winter sales," writes Swerdlow on the blog.

Tags: consumer spending, e-commerce, online shopping, research, Valentine's Day

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