Britain was rife with Casanovas in the lead up to Valentine’s Day this year, as the annual celebration saw traffic increase by up to 112%. Reports from Postcode Anywhere found that in the week prior to Valentine’s Day, online shopping increased by 18%, in comparison to the same period in 2014. Guy Mucklow, Chief Executive at Postcode Anywhere, confirmed this stating:
‘’Traffic for ecommerce retailers peaked on February 12. The peak, which was only eclipsed by the Christmas and Easter build up was 112% up on a typical day in the last twelve months.
Online purchases were ideal for last minute Lotharios, as 30% more turned online on the 12 (as opposed to last year) in a final attempt to woo their Valentine.
Retailers in Galashiels were benefiting from romantic occupants this year, as the Scottish borders town knocked Southend-on-Sea from the top spot, to be named ‘Britain’s most romantic location’- more Valentine’s gifts were bought here than anywhere else in the UK. Data was gathered from over 9,000 ecommerce retailers which also named Hull the least romantic place - its second year at the bottom. Though Harrogate didn’t spend big, retailers were provided with the most prepared consumers, who bought half of their gifts in the first half of the week.
More customers opted to splurge on jewellery, with an 8% increase online from 2014. Lingerie and adult gifts were also popular this year, as lingerie traffic peaked on the February 8 between 9 - 10pm. Adult gifts also followed the late night trend, as bashful consumers preferred to purchase their gifts online rather than in store. These gifts were popular between 10 - 11pm on the February 9.
Eleventh hour gifts turned traditional, as February 12 saw ravenous workers purchase last minute chocolate gifts on their lunch break. However, not all romantic gestures were purchased virtually. Online flower purchases fell by 6%, as consumers opted for the romantic novelty of hand picking their forget-me-nots themselves.
Online purchases reached ground-breaking results, as the celebration on a whole is attracting more generous consumers. Almost £1bn is now being spent on Valentine’s Day in the UK, while February 12 spending is set to be the third highest, behind only Christmas and Easter.