Valentines Day in the UK, 2018

Valentines Day in the UK, 2018

Summary

"Valentines Day in the UK, 2018", report forms part of The Retail Occasions series, and offers a comprehensive insight into the consumer dynamics and spending habits of British consumers for Valentines Day. The report analyses the market, the major players, the main trends, and consumer attitudes.

Fewer consumers bought into Valentines Day this year, with shopper penetration down 4.6 ppts from 2017. Consumer attitudes around the event continue to be negative with 77.2% of shoppers feeling that Valentines Day is too commercial, and shoppers are increasingly trading down as discounters improve their ranges.

Scope

- Although shopper penetration was down compared to Valentines Day 2017, the percentage of Valentines shoppers buying gifts for their loved ones was up 3.2ppts on last year.
- Personalisation was an important trend for gift shoppers, and not all retailers provided these services.

Reasons to buy

- Using our in-depth consumer insight to learn which areas within Valentines Day spending are most important to ensure that product offerings are catering to the needs and wants of customers.
- Understand what drives consumers to use a retailer for their purchases, such as convenience, value for money and delivery options in order to maximise sales potential.
- Use our in-depth analysis of the leading retailers for the Valentines Day occasion in order to understand how to appeal shoppers and maximise market share.


THE KEY FINDINGS
The Key Findings
Participation in Valentines Day fell this year
More Valentines Day shoppers have purchased gifts
Personalisation was a key trend for gifts
Trend insight - stores
Trend insight - online
CONSUMER ATTITUDES
Key findings
Buying dynamics
Financial wellbeing
Financial spending
Valentines Day spending
Who shoppers bought for
Valentines Day activities
Valentines Day statements
Retailer selection
Retailer ratings - grocers
Retailer ratings - non-food retailers
Meal choices
FOOD & DRINK
Key findings
Retailer selection
Channel usage
Device usage
Fulfilment
Retailer selection
Retailer used
Spending
Buying dynamics
GIFTS
Key findings
Store selection
Channel usage
Device usage
Fulfilment
Average spend
Retailer used
Buying dynamics
CARDS & GIFT WRAP
Key findings
Retailer selection
Channel usage
Device usage
Fulfilment
Retailer used
Buying dynamics
METHODOLOGY
APPENDIX


List Of Tables


Retailer ratings across key measures - grocers, 2018
Retailer ratings across key measures - non-food retailers, 2018
Whats driving retailer selection (by retailer) - Morrisons, Marks & Spencer, Aldi, 2017 & 2018
Whats driving retailer selection (by retailer) - Tesco, ASDA, Sainsburys , 2017 & 2018
Whats driving retailer selection (by retailer) - Waitrose, Co-op, Lidl , 2017 & 2018
Retailers most shopped at for food and drink, ppt change 2018 v.s 2017
Products purchased - sweet products, 2017 & 2018
Products purchased - meat, 2017 & 2018
Products purchased - fruit & veg, 2017 & 2018
Products purchased - delicatessen products, 2017 & 2018
Products purchased - fish, 2017 & 2018
Products purchased - ready meals, 2017 & 2018
Products purchased - alcoholic drinks, 2017 & 2018
Products purchased - non-alcoholic drinks, 2017 & 2018
Retailers used - gifts, ppt change 2018 v.s 2017
Products purchased - books, 2017 & 2018
Retailers used - books, 2017 & 2018
Products purchased -entertainment, 2017 & 2018
Retailers used - entertainment, 2017 & 2018
Products purchased - clothing, 2017 & 2018
Retailers used - clothing, 2017 & 2018
Products purchased - fine jewellery & watches, 2017 & 2018
Retailers used - fine jewellery & watches, 2017 & 2018
Products purchased -accessories & footwear, 2017 & 2018
Retailers used - accessories & footwear, 2017 & 2018
Products purchased - stationery, 2017 & 2018
Retailers used - stationery, 2017 & 2018
Products purchased - sports, 2017 & 2018
Retailers used - sports, 2017 & 2018
Products purchased - food & drink gifts, 2017 & 2018
Retailers used - food & drink gifts, 2017 & 2018
Products purchased - health & beauty, 2017 & 2018
Retailers used - health & beauty, 2017 & 2018
Products purchased - soft toys, 2017 & 2018
Retailers used - soft toys, 2017 & 2018
Products purchased - electricals, 2017 & 2018
Retailers used - electricals, 2017 & 2018
Products purchased - homewares, 2017 & 2018
Retailers used - homewares, 2017 & 2018
Products purchased - flowers & plants, 2017 & 2018
Retailers used - flowers & plants, 2017 & 2018
Products purchased - vouchers & money, 2017 & 2018
Products purchased - experience, 2017 & 2018
Retailers used - cards & gift wrap, ppt change 2018 v.s 2017
Products purchased - cards, 2017 & 2018
Retailers used - cards, 2017 & 2018
Products purchased - gift wrap, 2017 & 2018
Retailers used - gift wrap, 2017 & 2018


List Of Figures


Valentines Day 2018 shopper penetration (by demographic and by region) & 2017 shopper penetration
Valentines Day 2018 retail penetration (by demographic and by region) & 2017 retail penetration
Valentines Day 2018 leisure/ going out penetration (by demographic and by region) & 2017 leisure/going out penetration
Valentines Day 2018 shopper profile (by demographic and by region)
Financial wellbeing compared to last year
How consumers financed Valentines Day spending, 2017 & 2018
Valentines Day spending compared to last year, 2017 & 2018
The proportion of Valentines Day spending on retail vs. leisure, 2018
Who shoppers bought gifts for Valentines, 2018
Valentines Day activities undertaken, 2018 and ppt change vs. 2017
Agreement statements about Valentines Day, 2018
Retailers that did the best job promoting Valentines Day, 2018
Drivers of Valentines Day meal choices, 2018 and ppt change on 2017
Valentines Day meal choices for those who ate at home, 2017 & 2018
Valentines Day meal choices for those who ate out, 2017 & 2018
Drivers of retailer selection for food & drink, 2018 and ppt change on 2017
Consumers using each channel for purchasing food & drink (browsed & purchased), 2018
Consumers using each device for purchasing food & drink (browsed & purchased), 2018
Consumers using each fulfilment option for purchasing food & drink online, 2018
Top 10 retailers shopped at for food and drink, 2018
Retailers most shopped at for food and drink, 2017 & 2018
Valentines Day food and drink average spend at each retailer, 2018 and ppt change on 2017
Overall food and drink penetration (by demographic) 2018, & 2017 food and drink penetration
Valentines Day 2018 sweet products penetration (by demographic) & 2017 sweet products penetration
Valentines Day 2018 meat penetration (by demographic) & 2017 meat penetration
Valentines Day 2018 fruit & veg penetration (by demographic) & 2017 fruit & vegetable penetration
Valentines Day 2018 delicatessen products penetration (by demographic) & 2017 delicatessen product penetration
Valentines Day 2018 fish penetration (by demographic) & 2017 fish penetration
Valentines Day 2018 ready meals (by demographic) & 2017 ready meals penetration
Valentines Day 2018 alcoholic drinks penetration (by demographic) & 2017 alcoholic drinks penetration
Valentines Day 2018 non-alcoholic drinks penetration (by demographic) & 2017 non-alcoholic drinks penetration
Planned/impulse purchases (overall food & drink), 2017 & 2018
Planned/impulse purchases (food & drink categories), 2017 & 2018
Whats driving retailer selection for gifts (overall), 2018, and ppt change on 2017
Consumers using each channel for purchasing gifts (browsed & purchased), 2018
Consumers using each device for purchasing gifts (browsed & purchased), 2018
Fulfilment options for gifts purchases made online, 2018
Average spend on Valentines Day gifts by category, 2018 and ppt change on 2017
Retailers shopped at for gifts, 2017 & 2018
Valentines Day 2018 gifts penetration (by demographic) & 2017 gifts penetration
Valentines Day 2018 books penetration (by demographic) & 2017 books penetration
Valentines Day 2018 entertainment penetration (by demographic) & 2017 entertainment penetration
Valentines Day 2018 clothing penetration (by demographic) & 2017 clothing penetration
Valentines Day 2018 fine jewellery & watches penetration (by demographic) & 2017 fine jewellery & watches penetration
Valentines Day 2018 accessories & footwear (by demographic) & 2017 accessories & footwear penetration
Valentines Day 2018 stationery penetration (by demographic) & 2017 stationery penetration
Valentines Day 2018 sports penetration (by demographic) & 2017 sports penetration
Valentines Day 2018 food & drink gifts penetration (by demographic) & 2017 food & drink gifts penetration
Valentines Day 2018 health & beauty penetration (by demographic) & 2017 health & beauty penetration
Valentines Day 2018 soft toys penetration (by demographic) & 2017 soft toys penetration
Valentines Day 2018 electricals penetration (by demographic) & 2017 electricals penetration
Valentines Day 2018 homewares penetration (by demographic) & 2017 homewares penetration
Valentines Day 2018 flowers & plants penetration (by demographic) & 2017 flowers & plants penetration
Valentines Day 2018 vouchers & money penetration (by demographic) & 2017 vouchers & money penetration
Valentines Day 2018 experience (by demographic) & 2017 experience penetration
Planned/impulse purchases (overall gifts), 2017 & 2018
Planned/impulse purchases (gift categories), 2017 & 2018
Personalisation (gift categories), 2018
Whats driving retailer selection cards & gift wrap (overall), 2018, and ppt change on 2017
Consumers using each channel for purchasing cards & gift wrap (browsed & purchased), 2018
Consumers using each device for purchasing cards & gift wrap (browsed & purchased), 2018
Fulfilment options for cards & gift wrap purchases made online, 2018
Top 10 retailers shopped at for gifts, 2017 & 2018
Valentines Day 2018 cards & gift wrap penetration (by demographic) & 2017 cards & gift wrap penetration
Valentines Day 2018 cards penetration (by demographic) & 2017 cards penetration
Valentines Day 2018 gift wrap penetration (by demographic) & 2017 gift wrap penetration
Planned/impulse purchases (overall, cards, gift wrap), 2017 & 2018
Personalisation (card products), 2018


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