Suzy, a real-time market research platform, today announced its new research report, “State of the Consumer: Valentine’s Day 2021,” shows that nearly 70% of consumers are planning to celebrate Valentine’s Day at home this year. The report found that while many Americans and their significant others will change their romantic dinner plans compared to last year, heart-shaped boxes of chocolates still have the hearts of those planning to give candy to the people they love.
According to Suzy research, top Valentine’s Day gifts include:
- Candy (66%);
- Flowers (60%);
- Jewelry (54%);
- Greeting Cards (52%);
- Wine/Alcohol (42%); and
- Perfume/Cosmetics (45%).
A night in and dinner at home for most
Likely due to COVID-19 restrictions or concerns, more than one-third of respondents (38%) who went out for Valentine’s Day last year are staying home this year. Suzy’s research also revealed that 31% who stayed home in 2020 are sticking to the same plan this time around, while nearly a quarter (24%) plan to go out for Valentine’s Day – just as they did last year.
Most respondents are cooking dinner at home this year (36%), followed by ordering takeout from a restaurant (28%). Only 23% are planning to dine at a restaurant this year.
Candy remains Cupid’s arrow
Despite the shift in Valentine’s Day plans, candy remains a Cupid’s arrow for consumers who are planning to give gifts this year. In fact, 86% of those surveyed plan to buy Valentine’s Day candy this year, most often for a significant other (69%), their children (49%) or themselves (41%).
The most popular candy purchases are the timeless heart-shaped box of chocolates (29%), followed by Hershey’s Kisses and chocolate-covered cherries (tied at 22%), M&M’s and conversation hearts (also tied at 11%). Most Americans will spend between $10 and $30 on candy (36%). A smaller percentage will spend between $33-50 (18%), $50-100 (15%), and more than $100 (12%) on candy.
More than half of consumers are planning to buy greeting cards for Valentine’s Day (53%), with 41% of cards going to a significant other, and 11% to their children.
“Research shows that Valentine’s Day this year means a candlelight dinner in the kitchen instead of a night out on the town, and brands will have to adjust accordingly,” said Suzy President Avi Savar. “While spending is still expected to be on par with previous years, sales strategies will need to be adjusted to meet consumer’s ever-changing needs during the pandemic.”
Suzy’s State of the Consumer: Valentine’s Day 2021 survey was conducted on Jan. 14, 2021, and included 538 respondents. A full report is available upon request.
About State of the Consumer: Valentine’s Day 2021
Suzy’s State of the Consumer: Valentine’s Day 2021 study surveyed 538 U.S. consumers in January 2021. The samples are directionally representative of U.S. consumers and census-weighted across age, gender, ethnicity, and region to accurately reflect attitudes across the broader American consumer population.