More and more people in Germany are using Valentine's Day on February 14th as an opportunity to go shopping. Decor items, especially are a very popular go-to for design and gifting in this month of love. The German Retail Association (HDE) expects additional sales of 1.3 billion euros in retail this year around Valentine's Day. As a survey commissioned by the HDE shows, more than a quarter of consumers plan to spend on this occasion.
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'Valentine's Day has become more important for retailers in recent years. The industry has adapted to the growing popularity with occasion-related product ranges,' says HDE Managing Director Stefan Genth. According to the survey, almost 28 percent of consumers plan to shop on Valentine's Day. In 2020, the figure was just under 17 percent. The number of Valentine's Day shoppers has therefore increased significantly in recent years. The HDE therefore expects a corresponding growth in additional, occasion-related sales from around one billion euros in 2020 to 1.3 billion euros in 2025.
For most consumers who plan to spend around Valentine's Day this year, February 14 is an annual shopping occasion. Three quarters of them always spend on Valentine's Day, while just under a fifth are using the day as an exception this year to make purchases. Few consumers (7 percent) are spending money on Valentine's Day for the first time.
On Valentine's Day, consumers mainly buy food and flowers. Gift vouchers, decorative items, watches and jewellery are also frequently purchased for this occasion.
The representative survey was carried out by the IFH Cologne on behalf of the HDE. 1,500 people were interviewed.
More information:
Handelsverband Deutschland
www.einzelhandel.de