Valentine’s Day in Australia isn’t just for romantic relationships finds new research from marketing software provider Emarsys.
When asked what will be different this year compared to previous years, 11% of respondents indicated they would be self-gifting this year. This was the most popular response.
Meanwhile, 9% of respondents said they would be celebrating their platonic relationships. This figure rises to 20% amongst those in the 16-24 years age group.
“Over the past few years as interest in Galentine’s Day has steadily grown, the young singles demographic has become an increasingly lucrative target among marketers pushing out Valentine’s Day promotions,” says Emarsys APAC Managing Director Adam Ioakim.
“After a challenging year in 2020, whether coupled up or flying solo, consumers are looking to spoil themselves and their loved ones.”
The research also revealed that those in romantic relationships would be putting more effort in this year after 2020 put a major dampener on going out. 9% of consumers surveyed will be spending more on their partners this year. 7% claimed they have given much more thought to gifts and have been looking online for over a month.
Consumers are sticking to old favourites when it comes to Valentine’s Day presents. Chocolates (36%) are the most popular gifts, followed by flowers (29%), gadgets/technology (16%) and underwear (14%). “Most” respondents will be spending between $46-$63 on their partners.
A push for online
“Many” Aussies are also expected to shop for their significant others online this year. 31% of respondents prefer to buy their Valentine’s gifts online to access better deals.
“These findings correlate to current trends indicating massive growth in the e-commerce sector,” says Mr Ioakim.
“As of the latest figures from Australia Post in December, online shopping growth is currently sitting at 34.9 percent year-on-year.”