About 19% of Valentine's Day shoppers will purchase candy

This Valentine's Day, many shoppers are sticking to a budget when shopping for a loved one, according to PriceGrabber®, a part of Experian. Results from PriceGrabber's Valentine's Day shopping survey reveal that 68 percent of consumers who indicated that they plan to celebrate the holiday will spend less than $100 on gifts, with most planning to spend between $25 and $50 total. Conducted from Jan. 11 to Jan. 25, 2012, the survey includes responses from 793 U.S. online shopping consumers.

Budgets will stay on par with 2011

When consumers who plan to celebrate Valentine's Day were asked about their spending habits compared with last year, 56 percent indicated that they plan to spend the same amount as in 2011. Twenty percent will spend more, another 20 percent will spend less, and 4 percent will not purchase a gift this year. According to PriceGrabber's survey, the economic climate continues to be a relevant factor in shoppers' mindsets, with 56 percent indicating that the economy will have an effect on their Valentine's Day purchasing decisions in 2012.

"PriceGrabber anticipates that shoppers will spend about the same amount on Valentine's Day this year as they did in 2011," commented Graham Jones, general manager of PriceGrabber. "Valentine's Day is a very consistent holiday that presents an opportunity for consumers to show affection for a loved one on a more reasonably priced scale than during the holiday season, and we expect shoppers to take full advantage of discounts that will be available online, in brick-and-mortar stores and via a mobile device."

Many shoppers will purchase greeting cards and celebrate with an evening out

This year, many shoppers have indicated that on Valentine's Day, family comes first. When consumers who plan to celebrate Valentine's Day were asked on whom they plan to spend money, 68 percent said they will spend on a husband or wife. Thirty-six percent will spend money on a brother, sister or child; 17 percent will spend on a boyfriend or girlfriend; 9 percent will purchase a gift for a friend; 6 percent will spend money on a pet; and 2 percent will spend on coworkers.

When consumers were asked to select all of the things they plan to purchase for Valentine's Day, greeting cards were most popular, with 35 percent indicating that they would purchase a greeting card for a loved one. This was followed by 32 percent of shoppers who will spend money on an evening out; 19 percent who will purchase candy; 17 percent who will buy flowers; 13 percent who will buy themed gifts, such as stuffed animals or a heart-shaped present; 11 percent who will buy clothing; 9 percent who will purchase jewelry; and 7 percent who will purchase electronics.

Most will shop one week in advance, both in stores and online

When consumers who plan to celebrate Valentine's Day were asked when they plan to purchase their gifts, 43 percent said they will do so one week in advance. Twenty-four percent of shoppers will purchase gifts two weeks prior to Valentine's Day, 22 percent will shop within 48 hours of the holiday, and 11 percent will shop three weeks prior.

When asked to select all of the ways they plan to shop, 54 percent of consumers indicated that they will buy gifts in a brick-and-mortar store. Thirty-four percent will shop online, 2 percent will shop using a mobile phone, and 1 percent will shop using an electronic tablet.

Daily deal sites will profit from Valentine's Day

This Valentine's Day, many consumers will flock to popular daily deal sites for savings on experiential gifts for loved ones, such as a deal for a restaurant, a spa or an entertainment event. A notable 42 percent of shoppers who plan to celebrate Valentine's Day indicated that they will use a daily deal site such as Groupon®, LivingSocial® or PriceGrabber's local deals to shop for a gift.