Retailers wrap up romance this Valentine's Day

Florists, chocolate and jewellery retailers are expected to be extremely busy for Valentine’s Day, the Australian Retailers Association (ARA) said.

Russell Zimmerman, executive director of the ARA, said there will likely be a surge in sales leading up to Valentine’s Day with 61% of Australian’s voting yes in the same-sex marriage vote last year.

“Although we celebrate Valentine’s Day every year, the ARA believes last year’s same-sex marriage vote will see specialty retailers receive a bigger increase in sales leading up to this widely celebrated affair,” he opined.

Pandora Jewellery conducted a global survey which revealed 65% of women believe they receive better gifts when they drop their partner gift hints. Minna Phillipson, senior vice president and chief marketing officer at Pandora urged women to drop bigger and bolder hints this year as a quarter of women surveyed said they often receive Valentine’s Day gifts they don’t like.

“The study revealed that women consider jewellery the most desirable Valentine’s Day gift, yet 77% usually receive flowers or chocolates,” she said.

Zimmerman said while almost 85% of Valentine’s Day customers are men sending flowers to their lovers, more women are also sending flowers to men. The ARA believes flower retailers are likely to work 48 hours straight to manage their increased orders.

Gerry Gerrard, CEO of Interflora, predicted around five million blooms to be delivered across Australia during the Valentine’s Day period. “As love truly blooms for all on Valentine’s Day we are seeing an increase in flowers being delivered from men to men and from women to women,” he said. Gerrard shared around 1% of Interflora’s Valentine’s Day deliveries are actual wedding proposals.

Vanessa Galina, general manager of sales at lingerie retailer Simone Pérèle Australia, also forecasted an increase in lingerie sales this Valentine’s Day, but interestingly, this increase is predominantly driven by individual purchases made by women wanting to treat themselves to something beautiful, with or without a partner.

“Whilst partner purchases are often from people in a new relationship, we see women looking to treat themselves to some pampering when they come in-store and Valentine’s Day is a perfect excuse for customers to invest in themselves,” Galina said.

Chocolate sales will also soar at this time of year, according to the ARA, as chocolate can be appreciated by both men and women. “Chocolates are always a popular gift for Valentine’s Day and most importantly, they can be shared and enjoyed together,” Zimmerman concluded.