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BizReport : Research archives : February 12, 2015

Study: Most to buy in-store for Valentine's Day

Valentine's Day is only two days away but, retailers, there is still time to bank some cash over the holiday. According to a new report out from the International Council of Shopping Centers most shoppers (76%) will be buying Valentine's gifts in stores this year; added to that nearly two-thirds (60%) will buy online but pick-up in store.

by Kristina Knight

Those online buyers who come into stores have been shown in other studies to lay down more shopping dollars because of store displays or 'also bought' options they see at the counter. What's more, the survey found that most (51%) US shoppers feel they have 'extra money' because of falling gas prices.

"January and February have been growing in importance on the retail sales calendar, particularly through Super Bowl and Valentine's Day sales and promotions. This is highlighting that retailers are doing a better job of spreading out sales across the yearly calendar," said ICSC spokesperson Jesse Tron. "We also continue to see the importance of the physical store as many consumers will take an omni-channel approach to shopping this Valentine's Day."

Some interesting findings in the ICSC study include:

• 33% of shoppers will buy candy/chocolates, they'll spend at least $20
• On average jewelry buyers (5%) will spend at least $190
• On average flower buyers (19%) will spend $34.90

As for what in-store shoppers are looking for: 89% reported they would pick up candies/chocolates in-store, most said they would also pick up cards and decorations (88%). Nearly three-quarters also said they would buy flowers and jewelry in stores rather than online.

Image via Shutterstock

Tags: ecommerce, International Council of Shopping Centers, retail trends, valentine's day shopping, Valentine's Day trends

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