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United Kingdom (UK) Valentine’s Day 2022 – Analyzing Market, Trends, Consumer Attitudes and Major Players

Valentine’s Day 2022 saw a rise in shopper penetration after the lockdown-restricted 2021. The UK Valentine’s Day report offers a comprehensive insight into the consumer dynamics and spending habits of UK consumers for Valentine’s Day. The report analyses the major players, the main trends, and consumer attitudes.

What are the key takeaway cuisines during Valentine’s Day in the UK?

Some of the key takeaway cuisines during Valentine’s Day in the UK are Chinese, pizza, Indian, Burgers, Thai, Kebab, Italian (excluding pizza), Turkish, Japanese, Mexican, Greek, and Persian. Among them Chinese has the highest demand.

What are the key segments in the food and drinks sector in the UK Valentine’s Day market?

The key segments in the food and drinks sector in the Valentine’s Day market in the UK include sweet products, alcoholic drinks, meat & meat-free alternatives, fruit and vegetables, non- alcoholic drinks, ready meals, fish, delicatessen products, and breakfast foods.

The UK Valentine’s Day market, by food and drinks segment

The UK Valentine’s Day market, by food and drinks segment

For more food and drinks segment insights, download a free sample

What are the key segments in the gifts sector in the UK Valentine’s Day market?

The key segments in the gifts sector in the Valentine’s Day market in the UK include food & drink gifts, flowers & plants, clothing, fine-jewelry and watches, health & beauty, accessories & footwear, soft toys, experience, entertainment, home wears, stationery, books, sports, electricals, and vouchers and money.

The UK Valentine’s Day market, by gifts segment

The UK Valentine’s Day market, by gifts segment

For more gifts segment insights, download a free sample

What are the key physical stores in the UK Valentine’s Day market?

The key physical stores in the Valentine’s Day market in the UK include supermarkets, value & discount retailers, convenience store retailers, general merchandisers, department stores, and non-food specialists.

Market report scope

Key takeaway cuisines Chinese, pizza, Indian, Burgers, Thai, Kebab, Italian (excluding pizza), Turkish, Japanese, Mexican, Greek, and Persian
Key food & drinks segments Sweet Products, Alcoholic Drinks, Meat & Meat-Free Alternatives, Fruit and Vegetables, Non- Alcoholic Drinks, Ready Meals, Fish, Delicatessen Products, and Breakfast Foods
Key gifts segments Food & Drink Gifts, Flowers & Plants, Clothing, Fine-Jewelry and Watches, Health & Beauty, Accessories & Footwear, Soft Toys, Experience, Entertainment, Home Wears, Stationery, Books, Sports, Electricals, and Vouchers and Money
Key physical stores Supermarkets, Value & Discount Retailers, Convenience Store Retailers, General Merchandisers, Department Stores, and Non-Food Specialists

Scope

  • Shopper penetration increased against 2021, however this is still behind the figure in 2020. Retail penetration also increased against 2021 but remained below 2020, while leisure penetration exceeded 2020’s value.
  • There was an increase in leisure spend as consumers priorities shifted to spending time with loved ones via leisure activities such as going for romantic meals.
  • More consumers purchased Valentine’s Day gifts for their children and pets this year, with retailers targeting this audience more in 2022 to widen the pool of recipients in this occasion and subsequently encourage consumers to spend more on Valentine’s Day.
  • Consumers have switched to value food & drink retailers this year as rising inflation has led to much tighter budgets.

Reasons to Buy

  • Identify the key retailers used by consumers to purchase Valentine’s Day products across various categories, and what drives consumers to shop with these retailers
  • Understand the most popular Valentine’s Day categories shopped for by consumers in 2022
  • Understand which channels used by consumers are the most popular when shopping for Valentine’s Day products

Key Players

Adidas

Aldi

Amazon

Apple

Argos

ASDA

ASOS

B&Q

Blackwells

Boots

Card Factory

Clintons

Co-op

Currys

Debenhams

Footasylum

Funkypigeon.com

GAME

Goldsmiths

H&M

H. Samuel

Halfords

HMV

Home Bargains

Hotel Chocolat

House of Fraser

IKEA

Independent retailer

Interflora

JD Sports

John Lewis & Partners

Lakeland

Lidl

Local florist/flower stall

Marks & Spencer

Matalan

Moonpig.com

Morrisons

Next

Nike

Ocado

Oliver Bonas

Pandora

Paperchase

Pets at Home

Poundland

Primark

Sainsbury’s

Savers

Shoe Zone

Smyths Toys

Sports Direct

Superdrug

Tesco

The Body Shop

The Book People

The Brilliant Gift Shop

The Entertainer

The Fragrance Shop

The Perfume Shop

The Range

The Works

Thorntons

Tiffany & Co

TK Maxx

Very

Waitrose & Partners

Waterstones

WH Smith

Wordery

Zara

Zavvi

Table of Contents

Table of Contents

KEY FINDINGS

The key findings

Overall Valentine’s Day penetration increased, with consumers shifting spend to children and pets

Value food & drink retailers gained new consumers as inflation stifled shoppers’ budgets

Gifting penetration down on last year as consumers focused on spending quality time with loved ones

Trend insight – stores

Trend insight – online

CONSUMER ATTITUDES

Participation dynamics

Buying dynamics

Financial wellbeing

Valentine’s Day spending

Financing spending

Valentine’s Day spending

Who shoppers bought for

Valentine’s Day activities

Meal choices

Takeaway cuisines

Dining in choices

Valentine’s Day statements

Retailer selection

Retailer ratings – grocers

Retailer ratings – non-food retailers

FOOD & DRINK

Buying dynamics

Retailer used

Retailer selection

Channel usage

Store type

Device usage

Fulfilment

Spending

GIFTS

Buying dynamics

Retailer used

Retailer selection

Channel usage

Store type

Device usage

Fulfilment

Average spend

Buying dynamics

CARDS & GIFT WRAP

Buying dynamics

Retailer used

Retailer selection

Channel usage

Store type

Device usage

Fulfilment

Buying dynamics

Digital cards

METHODOLOGY

Technical details: consumer survey work

List of Tables

List of Tables

Retailer ratings across key measures – grocers, 2022

Retailer ratings across key measures – non-food retailers, 2022

Percentage point change – top 10 retailers shopped at for Valentine’s Day food & drink, 2021 to 2022

Percentage point change – top 10 retailers most shopped at for Valentine’s Day food & drink, 2021 to 2022

Percentage point change – top 10 retailers consumers switched to for Valentine’s Day food & drink, 2021 to 2022

Products purchased, sweet products, 2021 & 2022

Products purchased, alcoholic drinks, 2021 & 2022

Products purchased, meat & meat-free alternatives, 2021 & 2022

Products purchased, fruit & vegetables, 2021 & 2022

Products purchased, non-alcoholic drinks, 2021 & 2022

Products purchased, ready meals, 2021 & 2022

Products purchased, fish, 2021 & 2022

Products purchased, delicatessen products, 2021 & 2022

Products purchased, breakfast foods, 2021 & 2022

Percentage point change – top 10 retailers shopped at for Valentine’s Day gifts, 2021 to 2022

Products purchased, food & drink gifts, 2021 & 2022

Retailers used, food & drink gifts, 2021 & 2022

Products purchased, flowers & plants, 2021 & 2022

Retailers used, flowers & plants, 2021 & 2022

Products purchased, clothing, 2021 & 2022

Retailers used, clothing, 2021 & 2022

Products purchased, fine jewellery & watches, 2021 & 2022

Retailers used, fine jewellery & watches, 2021 & 2022

Products purchased, health & beauty, 2021 & 2022

Retailers used, health & beauty, 2021 & 2022

Products purchased, accessories & footwear, 2021 & 2022

Retailers used, accessories & footwear, 2021 & 2022

Products purchased, soft toys, 2021 & 2022

Retailers used, soft toys, 2021 & 2022

Products purchased, experience, 2021 & 2022

Products purchased, entertainment, 2021 & 2022

Retailers used, entertainment, 2021 & 2022

Products purchased, homewares, 2021 & 2022

Retailers used, homewares, 2021 & 2022

Products purchased, stationery, 2021 & 2022

Retailers used, stationery, 2021 & 2022

Products purchased, books, 2021 & 2022

Retailers used, books, 2021 & 2022

Products purchased, sports, 2021 & 2022

Retailers used, sports, 2021 & 2022

Products purchased, electricals, 2021 & 2022

Retailers used, electricals, 2021 & 2022

Products purchased, vouchers & money, 2021 & 2022

Percentage point change – top 10 retailers shopped at for Valentine’s Day cards & gift wrap, 2021 to 2022

Products purchased, cards, 2021 & 2022

Retailers used, cards, 2021 & 2022

Products purchased, gift wrap, 2021 & 2022

Retailers used, gift wrap, 2021 & 2022

List of Figures

List of Figures

Valentine’s Day spending on retail and leisure, 2022, 2021, 2020

Valentine’s Day participation penetration, 2022

Valentine’s Day shopper penetration, 2021 & 2022

Valentine’s Day shopper profile, 2022

Valentine’s Day retail penetration, 2021 & 2022

Valentine’s Day leisure penetration, 2021 & 2022

Financial wellbeing compared to last year, 2021 & 2022

Valentine’s Day spending compared to last year, 2021 & 2022

How consumers financed Valentine’s Day spending compared to last year, 2021 & 2022

How consumers split Valentine’s Day spending between retail & leisure, 2022

Who consumers spent money on for Valentine’s Day, 2021 & 2022

Valentine’s Day activities undertaken, 2022

Valentine’s Day meal choices, 2022

Valentine’s Day takeaway cuisines, 2021 & 2022

Valentine’s Day dining in choices, 2021 & 2022

Agreement and disagreement with statements about Valentine’s Day 2022, and change on 2021

Which retailer did the best job of promoting or communicating deals for Valentine’s Day 2022, and change on 2021

Food & drink penetration, 2021 & 2022

Retailers shopped at for food & drink, 2021 & 2022

Retailers most shopped at for food & drink, 2021 & 2022

What’s driving food & drink retailer selection 2022, and change on 2021

Consumers switching from their usual main food & drink retailer, 2021 & 2022

Retailers consumers switched to, 2021 & 2022

Consumers using each channel for food & drink, 2022

Consumers using each physical store type for food & drink, 2022

Consumers using each device for food & drink purchases, 2022

Consumers using each fulfilment option for food & drink, 2021 & 2022

Valentine’s Day food & drink average spend 2022, and change on 2021

Sweet products penetration, 2022 (by demographic) and 2021 penetration

Alcoholic drinks penetration, 2022 (by demographic) and 2021 penetration

Meat & meat-free alternatives penetration, 2022 (by demographic) and 2021 penetration

Fruit & vegetables penetration, 2022 (by demographic) and 2021 penetration

Non-alcoholic drinks penetration, 2022 (by demographic) and 2021 penetration

Ready meals penetration, 2022 (by demographic) and 2021 penetration

Fish penetration, 2022 (by demographic) and 2021 penetration

Delicatessen products penetration, 2022 (by demographic) and 2021 penetration

Breakfast foods penetration, 2022 (by demographic) and 2021 penetration

Planned/impulse purchases, food & drink, 2021 & 2022

Planned/impulse purchases, food & drink categories, 2021 & 2022

Gifts overall penetration, 2021 & 2022

Retailers shopped at for gifts, 2021 & 2022

What’s driving gifts retailer selection 2022, and change on 2021

Consumers using each channel for gifts, 2022

Consumers using each physical store type for gifts, 2022

Consumers using each device for gifts purchases, 2022

Consumers using each fulfilment option for gifts, 2021 & 2022

Valentine’s Day gifts average spend 2022, and change on 2021

Food & drink gifts penetration, 2022 (by demographic) and 2021 penetration

Flowers & plants penetration, 2022 (by demographic) and 2021 penetration

Clothing penetration, 2022 (by demographic) and 2021 penetration

Fine jewellery & watches penetration, 2022 (by demographic) and 2021 penetration

Health & beauty penetration, 2022 (by demographic) and 2021 penetration

Accessories & footwear penetration, 2022 (by demographic) and 2021 penetration

Soft toys penetration, 2022 (by demographic) and 2021 penetration

Experience gifts penetration, 2022 (by demographic) and 2021 penetration

Entertainment penetration, 2022 (by demographic) and 2021 penetration

Homewares penetration, 2022 (by demographic) and 2021 penetration

Stationery penetration, 2022 (by demographic) and 2021 penetration

Books penetration, 2022 (by demographic) and 2021 penetration

Sports penetration, 2022 (by demographic) and 2021 penetration

Electricals penetration, 2022 (by demographic) and 2021 penetration

Vouchers & money penetration, 2022 (by demographic) and 2021 penetration

Planned/impulse purchases, gifts, 2021 & 2022

Planned/impulse purchases, gifts categories, 2021 & 2022

Personalised products, gifts, 2021 & 2022

Personalised products, gifts categories, 2021 & 2022

Cards & gift wrap penetration, 2021 & 2022

Retailers shopped at for cards & gift wrap, 2021 & 2022

What’s driving cards and gift wrap retailer selection 2022, and change on 2021

Consumers using each channel for cards & gift wrap, 2022

Consumers using each physical store type for cards & gift wrap, 2022

Consumers using each device for cards & gift wrap purchases, 2022

Consumers using each fulfilment option for cards & gift wrap, 2021 & 2022

Cards penetration, 2022 (by demographic) and 2021 penetration

Gift wrap penetration, 2022 (by demographic) and 2021 penetration

Planned/impulse purchases, cards & gift wrap, 2021 & 2022

Planned/impulse purchases, cards & gift wrap categories, 2021 & 2022

Proportion of consumers that personalised cards, 2021 & 2022

Proportion of consumers that stated the ability to personalise a card was important, 2021 & 2022

Reasons for sending a digital Valentine’s Day card, 2022

Frequently Asked Questions

Chinese, pizza, Indian, Burgers, Thai, Kebab, Italian (excluding pizza), Turkish, Japanese, Mexican, Greek, and Persian are the key takeaway cuisines in the UK Valentine’s Day market.

Sweet products, alcoholic drinks, meat & meat-free alternatives, fruit and vegetables, non- alcoholic drinks, ready meals, fish, delicatessen products, and breakfast foods are the key segments in the food and drinks sector in the UK Valentine’s Day market.

Food & drink gifts, flowers & plants, clothing, fine-jewelry and watches, health & beauty, accessories & footwear, soft toys, experience, entertainment, home wears, stationery, books, sports, electricals, and vouchers and money are the key segments in the gifts sector in the UK Valentine’s Day market.

Supermarkets, value & discount retailers, convenience store retailers, general merchandisers, department stores, and non-food specialists are the key physical stores in the UK Valentine’s Day market.

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