Consumers Value Quality Over the Sweetest Deal This Valentine’s: Survey

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PRICEGRABBER.COM VALENTINES DAY INFOGRAPHICLos Angeles—As holiday sales results verified, most U.S. shoppers were out for a great deal. But finding a bargain isn’t necessarily the most important factors for shoppers choosing a Valentine’s gift for a loved one, according to PriceGrabber’s 2014 Valentine’s Day Shopping Survey, conducted Jan. 15 to Jan. 2 of 3,644 U.S. online shopping consumers.

Shoppers were asked to select all the ways they plan to purchase their Valentine’s Day gifts this year, whether in stores, and/or online: 60% said they will shop in brick-and-mortar stores; 46% will shop online via their laptop or desktop computer; another 10% will shop online from their tablet and 9% from their mobile phone.

When consumers were asked why they plan to buy their gifts in brick-and-mortar stores, 53% said because they like to see the product in person before they make a purchase, only 4% said they believe they can find better deals in stores. When consumers who answered that they will shop for Valentine’s Day online were asked why, 59% chose convenience over the 36% who cited deals.

Valentine’s Day: Love Me or Not?

“Consumers don’t always buy based on the lowest price. Brand loyalty and product features matter, as do merchant ratings and ease of purchase,” said Sharon Banfield, director of public relations at PriceGrabber. “It is important for retailers to keep in mind that evolving technologies and shifting consumer shopping behaviors, which include pre-purchase online research through multiple devices, continue to play a dynamic and ongoing consideration in today’s retail environment.”

Consumers have developed strong opinions about Valentine’s Day–either they love it or hate it. The survey found that 65% of consumers plan to celebrate the holiday, and when asked why, 91% of respondents said they enjoy Valentine’s, while 9% indicated they feel obligated to participate in celebrations. Of the 35% who won’t celebrate, 42% said it’s because they don’t like the expectations of the holiday; 31% said they would celebrate but they don’t have a significant other; and 27% indicated monetary reasons limit them from taking part in Valentine’s Day festivities.

Top Gifts

When consumers were asked to select all of the things they plan to spend money on during their Valentine’s Day celebration, greeting cards and an evening out ranked most popular at 55% and 53%, respectively. This was followed by 33% who plan to buy flowers, 27% who cited candy, and 20% who will buy Valentine’s Day -themed gifts such as stuffed animals or a heart-shaped present. Another 16% plan to purchase jewelry; 13% will buy clothing; 8% will go on a romantic vacation; and 7% plan to give their loved ones electronics.