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BizReport : Advertising archives : January 24, 2014

Consumers skipping stores for Valentine's Day gifts

More than half of consumers will shun stores in preference of buying their Valentine's Day gifts online this year, according to the results of a new survey from Adroit Digital.

by Helen Leggatt

In their study of how 1,000 consumers plan to purchase Valentine's Day gifts in 2014, Adroit Digital found that online will play a major role. Of the 1,000 U.S. consumers over the age of 18 surveyed, all of whom own a smartphone and PC, 59% said they would skip the stores and purchase a gift online which included using either a smartphone or tablet.

Who said men aren't organized? Men are getting a head start for Valentine's Day, found the survey. While almost half (47%) said they plan to purchase Valentine's Day gifts in the first week of February, just 27% of women had the same idea. Instead, 48% of women will purchase gifts in the second week compared with just 25% of men.

It's time that advertisers got their Valentine's Day campaigns underway, particularly those running online and mobile ad campaigns. More than half (58%) of consumers said their purchase decisions are influenced by online, mobile and tablet ads and personalized ads, in particular, appeal to many with 36% of consumers saying they would be 50% more likely to respond to a personalized ad versus a generic ad.

To seal the deal, shoppers are looking for free delivery. Nearly two-thirds would seek out another retailer if free shipping wasn't on offer and 48% would look further afield if Valentine's Day specials weren't offered.

"The winning formula for retailers this Valentine's Day is recognizing the significant role that online ads will have in influencing purchase decisions. Shoppers are more likely to buy online if the ads they encounter are personalized," says Scott German, GM of Adroit Digital. "If that's not taken in to account, then retailers stand to miss out on billions of dollars in a two-week window."

Image via Shutterstock

Tags: advertising, ecommerce, gift trends, mobile, online advertising, Valentine's Day

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  • Little Timmy

    Mr. German -

    Retailers stand to miss out on *billions* in that two week window? That seems like a bit of hyperbole, no?

    Is that a show of the talent we can expect from Media Math?

  • Jenb

    just search TickleMe Plant Greenhouse. In it you can grow a real house plant that reats to affection! It will close its leaves when you Tickle It or blow it a kiss!



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