Your Heart Rules Your Head (And Your Shopping Cart)

Once officially declared by Pope Gelasius I in 496, Valentine’s Day replaced its pagan predecessor—Lupercalia festival. Despite the long heritage, the common tradition of sending love cards is dated back to Great Britain and days much more present, circa the beginning of the seventeenth century.

Nowadays pop culture tends to depict Valentine’s Day as a cracking opportunity to confess love or even propose. But how relevant is the financial context of this lovebirds’ most important festival?

We’ve surveyed over 5,600 people from 32 different countries (including Europe, Asia, Australia, Africa and both Americas) to find out about the local perception of Valentine’s Day. As the lovers festival of 14th February is banned in some countries due to religious reasons—i.e. Pakistan, Malaysia, Indonesia, Afghanistan, Iran, Saudi Arabia—we’ve decided to omit them in this particular study. Our report is a great source of information about lovebirds’ readiness to spend money, what are the most commonly chosen gifts and their costs, and eventually—whether reality does live up to recipients’ expectations.

Valentine’s Day in Australia

First things first, according to our research Australians tend to enjoy Valentine’s Day. At least over two thirds of them (precisely 67%). The other third disregard any form of celebration. Having pointed that out, these results are most likely good news for all the restaurant owners—three quarters of Australian men will choose a romantic dinner at the restaurant as their go-to option to impress their ladies. Interestingly, most women will decide for a more personalized approach: Valentine’s Day card (35%) or handmade gift (18%) are among top female choices this year.

But what about the expectation itself? Which gifts would really win Australians hearts? A date in the restaurant is hands down the most preferable option both for female (46%) part of our respondents, whereas a date at the cinema/theater will be satisfying for more than two thirds of men (67%). Once again women prefer romantic old-school approach—a nice bouquet (32%), jewellery (27%) or a trip out of town (24%) would do it. Should we mention that 22% of gentlemen would be over the moon receiving flowers?

Be sure to avoid giving your beloved girlfriend cash—35% of women hate it. Want to spicy things up instead? Watch out—giving sex toys might not be the wisest option either (14% of women think that’s a terrible idea for a gift). Trying to impress men? Remember that almost a quarter of them (22%) stated that a date in the restaurant is not really what they are looking for on such occasion. And they won’t settle for cash either (22%) if you’re in for an easy solution.

Commonly singles are the most sceptical when it comes to Valentine’s Day. Although, when it comes to Australians staying in relationships our study shows that 30% of women admitted to totally ignore Valentine’s. Is it triggered by the fact that 27% of women have never received any Valentine’s gift?

It’s the Thought that Counts

According to estimations, over a billion of cards is being sent on a Valentine’s Day, just a smidgen less that during Christmas time. Beginning of February is also quite hot period for shop owners. As Picodi internal data shows a pre-Valentine’s period is characterised by an average 37% surge in demand on “Jewellery” category, 38% on “Cosmetics & Perfumes” and 45% on “Adult”.

How much money is being spent on Valentine’s Day? Our survey suggests that on average Australians spend AUD 128 on their gifts. Curiously, men spend on average 116% more money—A$174 comparing to just A$81 spend by women.

When making worldwide comparisons, Hong Kongers declare the highest amount they are willing to spend on Valentine’s Day gifts (USD185), closely followed by people from China (USD155) and the USA (USD147). Australians are looking quite generous as well taking 7th place out of 32 countries.

In almost every surveyed country—except Turkey, Vietnam and Nigeria—men try to impress women by spending more. Even though some researchers point out that a significant part of female population does not enjoy flowers, a nice bouquet is still 5th most popular Valentine’s Day gift in the world. Being sceptical or not, chocolate and perfume makers, restaurant and cinema owners are on top of the world during the first half of February.

Want to impress your date with a nice gift? Check out what Happy Socks, Edible Blooms, Photobook Australia, Floraly and Gifts Australia have to offer! With Picodi you will be able to even get some of the money back through cashback and spend it however you want.

Methodology

We’ve conducted our surveys among over 5,600 people from Africa, Asia, North and South America, Europe, Australia and Oceania—a total of 32 different countries and cultures, where the tradition of Valentine’s Day is present. A part of our report is also Picodi’s internal statistic data, with reference to transactions in online shops in countries, where Picodi.com operates. While making calculations we’ve used average currency exchange rates as of January 2018.

Sources

• https://www.reuters.com/article/us-valentines-day-asia-test/forbidden-love-valentines-day-banned-for-some-in-asia-idUSKBN15T1R6
• http://www.history.com/topics/valentines-day/history-of-valentines-day
• http://www.independent.co.uk/life-style/love-sex/valentines-day-half-of-women-disappointed-by-flowers-gifts-a6869666.html

Fair Use Statement

Your readers are interested in how Valentine’s Day effects global trade? Great! We are looking forward to see the results of our research shared for any non commercial purpose. In order to share the above results please ensure a link back to this very page and refer Picodi.com, so that your readers can enjoy the study in its entirety and our contributors earn the proper credit for their work.