Valentine’s Day 2013 in figures…
Valentine’s Day is here, folks! And apparently, this hugely commercialized event is no longer a humongous opportunity for florists, confectioners and jewelers to make a big buck. It’s merely a big one, according to a recent Valentine’s Day poll.
Traditionally, Valentine’s Day is perceived as a massive, corporate-driven and overhyped holiday, shunned by the non-conformists and conservatives alike. They might say „no” to the red-hearted holiday out of spite, but they’re essentially right: this IS a very big holiday for certain industries, and a big one for economy as a whole – its humble roots and message of love notwithstanding.
According to the research by BIGinsight, a market research agency, ordered by the National Retail Foundation, Americans in particular will spend only a little bit more this year, with the increase being marginal (and thus substantiated by inflation alone).
This ongoing trend proves that economic recovery is still not at a level where people would be comfortable with buying luxury items. And considering the overall amount spent on Valentine’s day, many VD purchases are inevitably falling into the ‚creature comforts‚ category. Current estimate places an average amount spent in the US at around 130 bucks, up 4 dollars on the year previous, with total amount shelled out standing at the 18.6 bln mark. This is a lot of money splashed out on goods that are ephemeral at worst (candy, cards, flowers) and celebratory at best (gift cards, jewelry).
With frugality still ruling the day in the US, it’s not surprising that the market for chocolate, gift coupons and blings has contracted. That doesn’t mean it’s dying, though. In 2010 alone more than 70 000 people found employment at the florists of America, citing Valentine’s as their biggest day of the year and reason for entering the market in the first place. To compare: only 50 000 work at candy makers’ and 39 000 at jewelers, with negligible shares falling to hospitality industry, dating services and the like, out of the total Valentine-day-related employment.
Valentine’s is also still a predominantly female-oriented business – but with a surprising twist: while women are on the receiving end of almost all of the offered gifts and services, they’re not paying for them as often. The survey shows $108 will be spent today by men, as opposed to a more sober $53 dished out by the fairer sex. And, sadly, it will mostly be on socks or ties or other similarly unremarkable stuff.
The Valentine’s Day craze is also less about spontaneity in post-recession times, say folks at CNN MoneyTalk. More than a quarter of all shopping for Valentine’s will be done online, up from less than 20% a year ago; this is also, incidentally, a record-high in the ten years the survey has been conducted. Brick-and-mortar stores are fairly strong, with a clear favorite among the Americans being the discount shop, where more than 39% of romantics will splurge out on their loved ones. Thirty-three percent will buy at the department stores, and 22% will shop at specialty stores, while the remaining Valentine’s day shoppers will visit florists, confectioners and the like.
Aside from changing WHERE to buy their perfect Valentine’s gift, it’s still pretty run-of-the-mill insofar as actual purchases are concerned. More than half of the people in love will offer their significant others candy (ringing in USD 1.6 bln at the registers), with a third giving flowers (totaling USD 1.9 bln), and just under 20% thinking about sparkling jewels (unsurprisingly, this will cost the most, running up to USD 4.4 bln). Just around 15% will be thinking about clothing (which coincidentally consist of majority of all female Valentine’s gift givers, and will set them back just USD 1.6 bln). It’s easy to see that the majority of all things given will be either candy or flowers, or a combination of both, and that the recipient of this will be a woman.
There’s also a new trend for non-lovers to give gifts on this day, emphasizing the ‚love’ portion of the holiday while downplaying the ‚sensual‚ part of it. Even though more than 70% of gift givers will indeed think of their spouse or partner, or someone they’ve a crush on, 60% of all the VD shoppers will celebrate their family members, and a quarter will buy something special for their dearest friends. And, as poll suggests, at least 20% of Americans will also think of their pets, procuring something red and delicious (but not necessarily a chocolate heart) for their animal companions.
Whatever their cost-cutting measures may be, people have not forgotten the lofty ideal of the Valentine’s Day – it’s still about honoring love and devotion. “The mantra ‘it’s the thought that counts,’ might be most applicable for holidays like Valentine’s Day, and there’s no question that this year’s budget-conscious gift givers will keep this in mind while out looking for the perfect gift,” said Pam Goodfellow, BGIinsights director about this year’s Valentine’s Day survey results.
And how did YOU spend your Valentine’s Day, then – how much did it cost you, what did you buy and for whom?
VOCABULARY
humongous – ogromny
florist – kwiaciarz
confectioner – cukiernik
jeweler – złotnik, jubiler
to make a big buck – zarobić krocie
to perceive – postrzegać
shunned – pogardzany
out of spite – na złość
essentially – zasadniczo
humble – skromny
notwithstanding – mimo to/wszystko
according to – zgodnie z
research – badanie, badania
to substantiate – uzasadnić, potwierdzić
ongoing – trwający
recovery – odzyskiwanie sił, zdrowienie
luxury – luksusowy
purchase – nabytek
inevitably – nieuchronnie
creature comforts – zbędne luksusy, zbytki
estimate – wartość szacunkowa
average – przeciętny
buck – dolec
to shell out – wybulić
to splash out on sth – szarpnąć się na coś, wydać na coś
ephemeral – efemeryczny, ulotny
celebratory – uroczysty, odświętny
frugality – oszczędność
gift coupon – kupon na prezent/zniżkowy
bling(s) – błyskotka/-i
to contract – zmniejszać się
to cite – przytaczać
candy maker – cukiernik
negligible – znikomy
hospitality industry – przemysł hotelarsko-gastronomiczny
dating services – usługi towarzyskie, znajdowanie partnerów
predominantly – głównie
twist – zaskakujący zwrot akcji, niespodzianka
to be on the receiving end of sth – znaleźć się po stronie odbiorcy/ofiary czegoś
survey – ankieta
sober – spokojny, stonowany
the fairer sex – płeć piękna
craze – wariactwo, szał
spontaneity – spontaniczność
incidentally – notabene, nawiasem mówiąc
record-high – rekordowo wysoki (wynik, rezultat)
to conduct – przeprowadzić
discount – zniżka
to splurge out on sb – wydać na kogoś, obsypać kogoś (prezentami/zakupami)
department store – dom towarowy
specialty store – sklep specjalistyczny/branżowy
to make up sth – składać się na coś, współtworzyć coś
run-of-the-mill – typowy
insofar as sth is concerned – zważywszy na coś, jeśli chodzi o coś, o ile to dotyczy czegoś
significant other – najbliższy człowiek, partner życiowy
to ring in X – odbić (na kasie), pot. o łącznej kwocie wydanej na coś
register – kasa
sparkling – iskrzący się
jewel – klejnot
coincidentally – przypadkowo
to consist of – składać się z
majority – większość
to set sb back X – kosztować kogoś X
to emphasize – kłaść nacisk, podkreślać
sensual – zmysłowy
spouse – małżonek
to have a crush on sb – podkochiwać się w kimś
poll – ankieta
cost-cutting measures – sposoby na oszczędzanie, kroki mające na celu ograniczenie kosztów
lofty – górnolotny
devotion – oddanie
mantra – mantra, motto, coś, co się stale powtarza
applicable – mający zastosowanie
conscious – świadomy
-by Prochor Aniszczuk
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