The average Valentine’s Day expenditure this year is expected to be $134.08, a slight increase from last year’s $133.99, as industry research firm IBISWorld forecasts total revenue for the holiday to grow 3.2 percent from 2012 figures. Spending on expensive gifts like romantic getaways will rise 3.9 percent and dining out will increase 2.9 percent, but more traditional items like candy and flowers will be the real winners in 2013.
Although jewelry sales jumped last year, this expansion will falter in 2013 as consumers spend less on big-ticket items, IBISWorld says. Unlike jewelry, spending on flowers is expected to rise 5.7 percent and, since the holiday falls on a Thursday this year, the segment has an opportunity to stand out. People may be more likely to have flowers delivered to the workplace and, aided by increased online flower orders, total spending on flowers is expected to skyrocket. Consumers are turning to online flower retailers, where they can browse and compare prices against brick-and-mortar flower shops.
Similarly, candy is expected to see higher revenue in 2013, up 4.3 percent over 2012. Candy is a small luxury that can be enjoyed without much financial guilt and can be delivered easily to offices. Furthermore, because the holiday is on a weekday, children in schools will give candy to their teachers and peers, helping support an overall increase in candy sales. Clothing and lingerie, on the other hand, are expected to grow 1.8 percent and 0.4 percent, respectively, in 2013.