Retailers should prepare for last minute Valentine’s Day purchases

Almost half (45%) of Brits are set to buy their Valentine’s gifts either the day before, or on their way to see their partner this year, according to new research from online shopping platform, Give as you Live.

The research also showed that over a third (36%) of shoppers will make their passionate purchase anywhere between a week to a few days before Valentine’s Day. In comparison, under one in five (17%) UK shoppers will buy their gifts anywhere between a week to a month in advance.

“Men and women across the UK are leaving it late for their Valentine’s Day purchases, so retailers need to be prepared to make the most of this surge of last minute buys. This trend of becoming a last minute nation reared its head during the busy Christmas period too, with retailers such as Amazon, ASOS and John Lewis extending their next day delivery date up until the 23rd December. Options such as click and collect and express delivery can be the difference in the consumer decision making process as well as help drive ecommerce sales during the busy Valentine’s season.”

When it comes to Valentine’s Day spend, Brits will part with an average of £28 per person on gifts. Men spend significantly more than women; the average spend for men is £34, for women it’s £23.

Londoners on average will spend by far the most on their Valentine’s gifts (£61), with those in Wales spending the least (£9.60).

Average purchase

London – £61.39

East/East Anglia – £37.90

West Midlands – £31.14

East Midlands – £29.74

North East – £25.55

South East – £23.25

Scotland – £22.94

South West – £21.32

North West – £21.00

Wales – £9.60

A third (29%) of those who are in a relationship spend absolutely nothing on Valentine’s Day gifts, whilst a quarter (25%) spend £20 or less.

The results come from Give as you Live, an award winning online shopping platform; who commissioned a survey of over 2,000 people across the UK.