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Best in show at The Quirk’s Event

Caricature We’ve received the results of our attendee survey and it’s clear the inaugural Quirk’s Event was a success! Attendees were delighted with the fun and unique networking and learning opportunities the event had to offer. Held February 23-24 at the New York Marriott at the Brooklyn Bridge, the conference flipped the traditional model, making the exhibit hall the center of things, while offering shorter, targeted educational workshops focused on practical information for attendees. We were so excited to see the thoughtful and creative ways exhibitors and speakers delivered engaging content and demonstrations.

We asked attendees to select the best-in-show award winners in the following categories: best swag/booth giveaway; best event experience; most appealing booth; favorite presentation/workshop; and best presenter. Category winners and honorable mentions were determined by popular vote using data collected through the Quirk’s Connect app and the post-event attendee survey. While we are presenting the category winners, we would like to send out our thanks to everyone who helped make the Quirk’s Event a success. Overall ratings were very high, specifically in the presentation and workshop categories where a majority of speakers and sessions received four out of five stars on the app.


Favorite presentation/workshop

  • “Eight keys to getting better data from questionnaires” – David Harris, Founder and President, Insights & Measurement, LLC


sessionHonorable mentions (listed in no particular order):

  • “B2B online communities: engaging members and your own organization” – Natalie Kakovitch, Strategic Research Consultant, Toyota Financial Services
  • “Why doing research the old way doesn’t cut it in 2015 (and beyond)” – Roddy Knowles, Director of Mobile Research, Research Now
  • “Getting comfortable with mobile games for market research: A case study involving movies” – Joe Marks, Founder, Upfront Analytics
  • “How Millennials and Gen Z are changing the game: A youth culture immersion” – Stephanie Retblatt, Chief Brainiac, Smarty Pants
  • “Embrace standard deviation: A random sampling on doing things differently than the norm” – Robin Pearl, Vice President, Consumer Insights, North America, The Estée Lauder Companies


Best presenter

  • Rebecca Zogbi, Vice President, Global Consumer & Business Insight, Dunkin’ Brands Group Inc. – “Driving value through data and the evolving role of research”


Honorable mentions (listed in no particular order):

  • Katie Hansen, Ph.D., Consumer Insights Analyst, Etsy – “Self-report and behavioral data: Asymmetry or alignment?”
  • Kelley Styring, Principal, InsightFarm – “Vivid experiences – maximize impact with behavior-based qualitative”
  • Marcus Jiménez, Founder and CEO, StickyDocs – “Hacking insights at PepsiCo”
  • Jeremy Sack, Ph.D., Author – “Brands and stereotypes: Implications for marketers and researchers”



Best evVirtual reality experienceent experience

  • Virtual reality experience room by LRW (Lieberman Research Worldwide)


Honorable mentions (listed in no particular order):

  • Caricature artist by InsideHeads
  • Broadway star appearance by Shugoll Research
  • Flying pigs game by Jibunu
  • Virtual reality survey experience by SSI


Most appealing booth

  • Google


Honorable mentions (listed in no particular order):

  • LRW (Lieberman Research Worldwide)
  • Quester
  • SSI
  • icanmakeitbetter
  • Smarty Pants
  • L&E Research


Best swag/booth giveaway

  • T-shirt by Google


Honorable mentions (listed in no particular order):

  • Russian nesting dolls by OMI (Online Market Intelligence)
  • Flying pig by Jibunu
  • Flashlight by C&C Market Research
  • Dog treats by Market Cube


A big thank-you to everyone who made it out to the inaugural Quirk’s Event and participated in the conference! We hope to see you in 2016!

Posted in Research Blogs and Communities, The Business of Research | Comments Off

MR’s Earth Day reminder: The importance of being green

Earth DayWednesday was Earth Day’s 45th anniversary and people all around the world were celebrating. As communities planted trees, organized cleanups and attended Earth Day fairs, the market research industry placed a spotlight on what being green means to brands and how important environmentally-responsible brand habits are to consumers.

It is clear that environmental awareness is something consumers are looking for when considering what products and services to buy. According to a study conducted by New York- based research firm GfK, internationally, 78 percent of women and 75 percent of men agree that brands and companies have to be environmentally responsible. Close to two-thirds of consumers surveyed say they only buy products and services that appeal to their beliefs or ideals.

As a consumer, I certainly align with the desire to purchase from and support brands that are environmentally responsible. It’s often difficult to find trustworthy information on the practices of brands I use. I’m generally stuck in the grocery aisle guessing if a company follows ethical production practices and if a brand’s packaging is really eco-friendly. In the end, many of my purchases just don’t coincide with my desire to be eco-friendly and I’m left feeling guilty and disappointed. The study shows I’m not alone in this as 63 percent of consumers say they feel guilty when they do something that is not environmentally friendly.

Forbes published the 50 brands deemed authentically green by each brand’s own customers in America, according to a study of the 550 brands included in New York- based research firm Brand Keys’ Customer Loyalty Engagement Index. As I went through the list, I asked myself if I would personally consider each brand to be green. While I try to be an informed consumer, I honestly knew very little about the environmental practices of the majority of brands listed. I expected to see some of the companies on the list such as Chipotle and Whole Foods, while others like Coke and McDonald’s came as a surprise. They say it isn’t easy being green. I’d add that for consumers, it isn’t easy knowing if brands are truly green.

The consumer desire to align with environmentally responsible brands paired with the increasing competition brands face for having a share of consumer spend make it all the more important for brands to communicate company practices and values. Good PR and once-a-year campaigns are often not enough to meet consumer expectations. How can brands better communicate their environmental efforts to consumers? What actions are brands taking to be environmentally responsible? What must be done for consumers to consider a brand authentically green?

Posted in Advertising Research, Brand and Image Research, Business and Product Development, Consumer Psychology, Consumer Research, Market Research Findings, Market Research in the News, Public Opinion/Social Research, Shopper Insights | Comments Off

Americans plan to save – not splurge – with tax refunds this year

Tax returnAmericans plan to stash their tax refunds into savings this year according to the National Retail Federation’s annual Tax Returns survey conducted by Prosper Insights and Analytics. Forty-seven percent of those expecting a refund plan to put the money into savings, the highest percentage in the survey’s history. Nearly two-thirds (65.7 percent) of those surveyed are expecting a refund.

“Americans are thinking of the future, and remaining financially secure is a big part of that,” NRF President and CEO Matthew Shay says. “A check from Uncle Sam gives consumers the ability to pay down debt, add a cushion to their savings or splurge on a vacation or big-ticket item.”

Young adults are making wise decisions for their future as 54.9 percent plan to put refunds into savings. But not all young adults are headed to the bank – 32.2 percent will spend on everyday expenses and 15.4 percent will make a major purchase. More than half of Americans ages 25-to-34 (53.2 percent) plan to tuck away their refunds in savings or use their refunds to pay down debt (47.6 percent).

“Perhaps having learned a few financial lessons from their parents during the economic downturn, it appears that Millennials are looking for ways to get ahead,” says Pam Goodfellow, consumer insights director at Prosper. “Less likely to be saddled with mortgages and accumulated debt, tax refunds represent the perfect opportunity for younger consumers to invest in their future.”

Consumers have a plan for how they will use their refunds: 39.1 percent will pay down debt and 25.1 percent plan to use it for daily expenses. While 13 percent say they will splurge on a vacation, 10.5 percent plan to spend on a major purchase like a television or car.

According to the survey, 64 percent plan to file their taxes online. Additionally, 37.4 percent will use computer software to prepare their taxes on their own, while 12.5 percent will do so manually. Others plan to have a spouse, friend or relative help (9.5 percent) and 22.2 percent will use an accountant.

About the Survey
The NRF 2015 Tax Returns survey is designed to gauge consumer behavior and shopping trends related to tax returns. The poll of consumers was conducted from February 3-10 and has a margin of error of plus-or-minus 1.3 percentage points.

Posted in Consumer Psychology, Consumer Research, Financial Services Research, Shopper Insights | Comments Off

Don’t forget the egg hunt! Consumers look forward to a family-filled Easter holiday

Eighty percent of Americans are looking forward to a fun, family-filled Easter holiday, according to the National Retail Federation’s Easter Spending Survey conducted by Prosper Insights and Analytics. And this family time is met with increased spending. Total spending for Easter, which includes purchases of apparel, decorations, gifts, candy, food, flowers and more, is expected to reach $16.4 billion.*

Egg huntThis year, consumers will use Easter as an opportunity to spruce up their spring wardrobes. According to the survey, 45 percent of those celebrating will purchase clothing, spending more than $2.9 billion on bright colored apparel items for themselves and their families. However, more people plan to buy food for the holiday: 85.7 percent will purchase food for a family meal or other festivity, spending more than $5.3 billion on Easter fare.

Children and sweet-tooth craving adults will also purchase candy this Easter: 87.1 percent of those celebrating say they will buy candy, spending more than $2.2 billion on jelly beans, chocolate bunnies and chick-shaped Peeps. Consumers this holiday will also spend $2.4 billion on gifts, $1.1 billion on flowers, $998 million on decorations and $695 million on greeting cards.

With a laundry list of items to buy, 58.6 percent will head to discount stores to purchase their holiday merchandise. Another four in 10 (40.7 percent) will shop at department stores, while nearly one-quarter (23.8 percent) plan to shop at a local or small business. Additionally, 21.8 percent will head to a specialty store like a florist or jewelry store and 18.8 percent will shop online.

For the first time, the NRF asked consumers about the activities they are planning for Easter Sunday, and the survey found many of the traditional aspects of the holiday will be in. The survey found nearly six in 10 (57.4 percent) plan to visit with friends and family, half (50.8 percent) will go to church and 12.9 percent plan to open gifts. Not forgetting the little ones, three in 10 (30.9 percent) adults will plan a special Easter egg hunt for the children in their lives. Additionally, 15 percent of those celebrating will opt out of doing dishes and head to a restaurant to celebrate the holiday and 24.1 percent will browse the Web throughout the day.

Busy Easter shoppers will take advantage of their mobile devices to help find meal items, gifts, candy and more. According to the survey, 21.4 percent of those who own smartphones and are planning to celebrate Easter will use their phone to research products and/or compare prices, and another 13.5 percent will purchase items with their smartphone. Nearly one-quarter (24.9 percent) of tablet owners will research products and/or compare prices for their Easter needs on tablets and 16.6 percent will purchase something via their tablet.

Total spending is an extrapolation of the U.S. population 18+

About the survey

The NRF 2015 Easter Spending Survey conducted for NRF by Prosper Insights and Analytics was designed to gauge consumer behavior and shopping trends related to Easter spending. The poll of consumers was conducted from March 3-10, 2015. The consumer poll of 6,106 has a margin of error of plus or minus 1.3 percentage points. Download the complete survey here.

Posted in Advertising Research, Consumer Research, Lifecycle/Lifestyle Research, Market Research Findings, Shopper Insights | 1 Comment

Photo recap from The Quirk’s Event

The Quirk’s Event photo gallery and video are finally up and we wanted to share a few photos from the event, which took place on February 23-24, 2015, at the New York Marriott at the Brooklyn Bridge. A huge thank you to everyone who joined us! We had an amazing time hosting the event.

Click here to view the rest of the photos.

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New challenges for MR: Q&A with Printemps des Etudes

Editor’s note: Quirk’s conducted a Q&A session with Stéphanie Perrin, manager and commissioner-general, Printemps des Etudes, regarding major trends in MR and the benefits of attending marketing research conferences.

What are some of the major trends or forces affecting the marketing research industry?

Stéphanie Perrin: From my point of view there are two major trends that are affecting the MR industry:

First, market research suppliers are defining the boarders by not only offering new possibilities for brands looking to listen to the market and interact with customers [mobility, social media listening, etc.] but also for the MR industry itself. The industry must embrace multi-device compatibility and methodologies must combine quantitative and qualitative approaches. Creativity and vitality within the industry will ensure MR’s future.

Second, the economic crisis has accelerated the necessity for MR to adapt what it has to offer. Researchers must make more with less people, money and time!

The new challenge for MR is to be the most important part of strategic recommendations and to help companies make business decisions. The impact of market research analysis must be more and more acute.

Are the forces affecting the client-side researchers (those who work in the market research departments of companies like Coca-Cola or Groupe Danone) different from those affecting the research vendors (those who work at market research firms like Ipsos or GfK)?

I don’t think so. The main trends are affecting both sides of MR and the aim is the same for client-side researchers and research vendors: to adapt one’s offerings to the market. For client-side researchers it is important to be connected to the market and – for some – to be consumer-centric. For research vendors, the importance lies in providing time for analysis and to give advice to clients to open opportunities in the market.

There seem to be many more conferences in the marketing research space these days. Why do you think there is so much interest in staging new marketing research conferences?

The marketing research industry is moving. Tools are evolving quickly and it is necessary for professionals to stay connected to the market and to stay in touch with peers. The creation of Printemps des Etudes shows this need to keep in touch with the reality of the challenges of the sector.

For client-side researchers, what are some of the benefits of attending a marketing research conference such as Printemps des Etudes?

Attending a conference opens attendees’ eyes to new approaches and tools, and helps them benchmark new methodologies. Printemps des Etudes highlights innovation and novelties, debates and exchanges.

Conferences such as Printemps des Etudes also help attendees focus on ethical guidelines as well as the European legal debate on personal data, two points professionals must pay attention to in their daily work.

For research vendors, what are some of the benefits of attending a marketing research conference such as Printemps des Etudes?

Research vendors are able to present products and services, showing their know-how. They can meet actual and former customers as well as future ones. It is a good place to launch new products and take the pulse of the market.

I know the conference is not specifically focused on marketing research in France, but can you talk about some of the current topics or trends in marketing research in France and/or the rest of Europe? For example, is mobile research (using smartphones and tablets, etc.) a hot topic in France and the rest of Europe, as it is in the U.S.?

The MR industry in France is very innovative with a good mix of high-level mathematics researchers and qualitative-school followers. But what is surprising is that our French MR influence is sometimes adopted abroad more than in our own country. For instance, French MR client-side researchers are not early adopters of mobile research.

The debate on personal data and the use of data by the MR industry is at a critical stage in Europe. The industry must preserve its field of influence. There is a real challenge to find a balance to protect and to rule the activity.

Other topics include how to connect data with the market, how to make research in real time, how to listen to social media, how to create a relevant and vivid brand and how to analyze consumer behavior.

What makes you the most afraid for the future of marketing research?

Ethics. A new era is here with a new, connected consumer. The borders are not yet built to control the use of personal data, to protect integrity.

For you as the general manager of the event, what are some of the hardest parts of your job?

The hardest parts of my job are the same challenges marketing researchers are facing: anticipating trends and market evolutions. I must always work in advance to present the innovations of the market and identify tomorrow’s success stories. The program committee and the managing committee help me a lot with this.

What are some of the easiest or most fun parts of your job?

Marketing research is an intellectually stimulating filed and each day brings a new tool. It is great to meet different people, work with them and brain storm each new edition. The support of the industry is very helpful. Organizing and creating are two things I am fond of. At the end of a successful event, I never turn down a glass of champagne!


Posted in Brand and Image Research, Consumer Research, Market Research Best Practices, Market Research Findings, Market Research in the News, Market Research Techniques, Qualitative Research, Quantitative Research, Research Industry Trends, The Business of Research | Comments Off

Don’t call me honey: How an unsatisfied corporate researcher got ‘em talking

Speech bubble cloud

We love to see articles spark lively online conversations that discuss the industry and work to drive positive change in MR. So we were thrilled when an article by Kristen Santos – manager, market planning and analysis for Daimler Trucks North America – titled “Don’t call me honey: 10 tips on how to sell to a corporate researcher,” grabbed the attention of the MR community. The article was published in Quirk’s February 23, 2015, e-newsletter.

Santos’ article walks readers through what it is like to be a 31-year-old corporate researcher responsible for buying research services in a world where market research companies are, as she describes, completely out of touch with her as a customer. We love the direct approach she took to share her own experience as a corporate researcher and also offer constructive tips for market research providers who want to work with the customer of the future.

Perhaps not surprisingly, many of the comments applaud Santos’ honesty and commenters took the chance to share stories of personal struggles in the MR industry and call for change. A few commenters discussed their experiences from the other side of MR, showing research suppliers’ have frustrations as well.

Here are a few highlights from the article’s comment section. Feel free to click through and share your thoughts!

“Please continue to push suppliers to meet you where you are, AND please continue to champion MR in general; together we can help companies derive benefit from the new ‘activist customer’ instead of viewing customer involvement as a distraction or – worse yet – a liability.” – Jessica DeVlieger

“Totally agree with your points. However, looking at market research from the supplier side, lately it has become a commodity that people want cheap. Marketing managers today seem to think everything they want and need can be found free on the Internet – including market potentials, competitor information, forecasts, and deep analyses. You and I know this is not true. So the $64,000 question becomes, if you want quality insights, analyses and a strategic partner, are you willing to PAY for it?” – John LaRosa

“Wow! Thank you Kristen. Your honesty about being part of the Gen Y world who sees the opportunity for connected work not fiefdoms, seeking a collaborative group of partners who connect your team and work well together is right on! Collaborative partners who want their suppliers to be a part of a bigger purpose who all work together is a wonderful vision. You are why I do what I do… Thank you so much.” – Pam Goldfarb Liss

“I wish I had more clients that would let ME get more integrated with other departments – it’s about understanding product better, and their strategies, really – beyond just the research department.” – Bruce Peoples

“Well written and very nice way to present the idea, however, most of the corporate researcher (are) looking for suppliers who can give them a ready plate to serve, they don’t want to get their hands dirty.” – Mahmoud Aburayyyan

”Great no-nonsense summary of what market research should be, Kristen. I have worked many years on both client and supplier sides and appreciate your refreshing insights. On the client side, I had two suppliers that I trusted implicitly and try to build that kind of trust and relationship now that I am on the supplier side. Trust and teamwork are key to the success of any project.” – Doug Workman

Posted in Customer Satisfaction, Innovation in Market Research, Market Research Best Practices, State of the Research Industry, The Business of Research | Comments Off

People connects with readers using data-driven giveaways page

Borrowing an age-old approach to market research and data collection, Time Inc.’s People has launched a giveaways page in its Style section managed by Poshly, a survey platform for beauty brands.

“We’re seeing data collected at an alarmingly high rate,” says Joseph LaFalce, executive director of business development and digital entertainment at People, according to a recent Advertising Age article. “It’s almost a focus group of our audience for product development.Surfing her favorite sites

The Poshly-managed page features a simple concept, showcasing products such as Aesop’s Resurrection Aromatique Hand Balm which site visitors can register for a chance to win after responding to a series of survey questions. So far the publication is seeing an average of 20 questions answered per second, with questions ranging from demographic inquiries to which network the respondent prefers to watch for red carpet coverage.

“I love the idea of what I can do with Poshly, which is different than a survey or some sort of research ‘ping’ a user would get,” LaFalce said in an interview with Bizwomen in December, 2014. “These insights are being collected while there’s an engaging and enjoyable user experience.”

People brings in about 20 percent of Time Inc.’s overall revenue, and with print revenue in the decline the company hopes to use the information from the surveys for product development and editorial focus. Currently there is no direct influence of the Poshly giveaways data on editorial products.

Poshly, launched in 2012, has no intentions of providing survey data to a third party, says Doreen Block, Poshly founder and CEO, according to Advertising Age.

What does this mean for editorial content of the future? LaFalce suggests that there may be a place for the platform to be used in other types of content on People, or in other Time Inc. titles. Will this MR survey data makeover give readers a chance to connect with content that is closer to their interests?

Posted in Advertising Research, Big Data, Brand and Image Research, Business and Product Development, Consumer Research, Customer Satisfaction, Data Collection/Field Services, Survey Development | Comments Off

Global cross-border shopping trends revealed

Results from a new study commissioned by FedEx (FDX) and conducted by Forrester Consulting on the priorities and preferences of global online shoppers indicate how truly global online shopping has become, according to a recent press release. In an effort to better understand global purchasing behavior in cross-border e-commerce, researchers questioned over 9000 respondents in 17 countries and territories, as well as conducted interviews with small-and-medium businesses with cross-border operations.

With oShipping boxnline buying behavior currently representing over $1 trillion in sales per year and forecasted to nearly double in the next four years according to Forrester Research data, the findings of the paper, Seizing The Cross-Border Opportunity, are revealing. Clothing and apparel are the most popular online purchase, along with books, electronics and cosmetics. The study also found a significant part of e-commerce shopping globally involves cross-border shipments.

“This research provides deep insight into the priorities and preferences of global online customers and highlights how small and mid-sized retailers can better take advantage of the cross-border opportunity,” said Raj Subramaniam, executive vice president, global marketing, FedEx. “Knowledge about both the cultural similarities and differences in geographic markets can help businesses gain real online retail advantage.”

Global results:

  • Eighty-two percent of global respondents report making an online purchase from a merchant outside their home country. These rates vary minimally across regions from a high of 90 percent of Canadians reporting purchasing cross-border compared to a low of 59 percent of Japanese. On average, these customers reported spending about $300 on cross-border items a year.
  • Primary online shopping destinations are the U.S., China and the U.K. While shoppers indicated purchasing cross-border from all 17 international markets included in the study, the U.S., China and the U.K. were the top three exporters of online purchases. Ninety-one percent of Canadians who responded reported making their cross-border purchases from the U.S., with Latin American shoppers sourcing from the U.S. as well, including 68 percent of Brazilians who responded. Europeans have a tendency to order within the EU, although U.K. businesses ship primarily to the U.S. and Australia. Shoppers in Japan and Korea stated they purchase more frequently from the U.S. than they do from their APAC neighbors.
  • Cross-border shoppers prefer to purchase from well-known major multi-brand retailers and global online marketplaces. In fact, the majority of respondents in every country surveyed ranked major multi-brand online retailers or marketplaces as their first choice out of five business types for cross-border purchases. The findings indicate an effective way for SME retailers to enter the global arena is through online marketplaces.
  • Duties and taxes curb cross-border activity. While shipping cost and delivery time are top of mind with shoppers, over a third of global respondents cited high duties/taxes as a concern for cross-border shopping. The impact of duties and taxes was even more pronounced when researchers explored creating a standard duty-free threshold. If all online purchases under $200 U.S. dollars (localized) were duty free, 56 percent of global respondents would increase their cross-border shopping. Regionally, the hypothetical limit had the greatest impact on Latin American shoppers, with 80 percent of those respondents predicting an increase in their cross-border shopping. At the country level, 71 percent of respondents in India and 80 percent respondents in China indicated the same.


“The results of this study on global trends suggests that streamlining regulations by harmonizing duty free limits across the globe could result in a significant uptick in cross-border trade, benefiting consumers and businesses around the world,” said David Cunningham, chief operating officer and president, international, FedEx Express.

The online survey offers a glimpse into American’s cross-border shopping habits as well. Results show that 67 percent of U.S. respondents indicated they buy items online at least once a month and a little over 30 percent say they make online purchases of goods from merchants outside their country at least every few months.

What all this means for the small and mid-size businesses is they also have an opportunity to take advantage of regional differences. Most Americans in the survey look to international SME retailers for specialty and unique items. In fact 51 percent of Americans vs. 34 percent of global respondents cited it was the availability of specialty/hard to find items as a reason for shopping cross-border.

Americans also indicated a greater interest in international cross-border shopping where the experience provided simple exchanges, guaranteed costs at check-out including duties and taxes, and free returns.

In a world of globalized shopping, cross-border e-commerce appears destined to grow exponentially, benefiting small and mid-size businesses and consumers with exciting and expanding opportunities.

Findings are based on Seizing The Cross-Border Opportunity, a commissioned study conducted by Forrester Consulting on behalf of FedEx, December 2014 and a commissioned survey conducted by Forrester Consulting on behalf of FedEx, August 2014. More details about the study are available here.

Posted in Business and Product Development, Consumer Research, International Research, Market Research Findings, Retailing, Shopper Insights | Comments Off

Cupid’s arrow encourages American shoppers

Cupid has some tricks up his (non-existent) sleeve this year with plans to shower Americans with jewelry, candy and a special night out. According to the National Retail Federation’s Valentine’s Day Consumer Spending Survey conducted by Prosper Insights and Analytics, the average person celebrating Valentine’s Day will spend $142.31 on candy, flowers, apparel and more, up from $133.91 last year. Total spending is expected to reach $18.9 billion, a survey high.Cupid

“It’s encouraging to see consumers show interest in spending on gifts and Valentine’s Day-related merchandise – a good sign for consumer sentiment as we head into 2015,” said NRF president and CEO Matthew Shay. “Hoping to draw in eager shoppers, retailers will offer unique promotions on gifts, meal options at restaurants and even experiences.”

While most (53.2 percent) plan to buy candy for the sweet holiday, spending a total of $1.7 billion, one in five (21.1 percent) plans to buy jewelry for a total of $4.8 billion, the highest amount seen since NRF began tracking spending on Valentine’s gifts in 2010.

Additionally 37.8 percent will buy flowers, spending a total of $2.1 billion, and more than one-third (35.1 percent) will spend on plans for a special night out, including movies and restaurants, totaling $3.6 billion. Celebrants will also spend nearly $2 billion on clothing and $1.5 billion on the gift that keeps on giving: gift cards.

The survey found nine in 10 (91 percent) plan to treat their significant others/spouses to something special for the consumer holiday, with plans to spend an average of $87.94 on them, up from $78.09 last year. Additionally, 58.7 percent will spend an average of $26.26 on other family members and $6.30 on children’s classmates/teachers.

A record one in five (21.2 percent) say they will include Fluffy and Fido in their Valentine’s Day plans, looking to spend a mere $5.28 on average – which equates to a whopping $703 million on pint-sized gifts of all varieties.

“It’s great to see consumers coming out of their shell this year, looking to spend discretionary budgets on those they love once again, though I fully expect many to continue to look for ways to cut costs where they can,” said Prosper’s principal analyst Pam Goodfellow. “While many will splurge, some will still look for simple and affordable ways to show their appreciation for friends and family and celebrate in a way they are most comfortable with.”

Discount (35.2 percent) and department stores (36.5 percent) will be among the most visited locations for those looking for the perfect Valentine’s Day gift, as will specialty stores (19.4 percent) and florists (18.7 percent). One-quarter (25.1 percent) say they will shop online and 13.3 percent will shop at a local or small business to find something unique for their loved one.

It seems women are in for the biggest treat this Valentine’s Day. Men will spend nearly double what women plan to spend ($190.53 versus $96.58 on average, respectively.)  Additionally, adults 25-to-4 will outspend other age groups at an average of $213.04; 35-to-44-year-olds will spend an average of $176.21 and 18-to-24-year-olds will spend an average of $168.95.

The NRF’s 2015 Valentine’s Day spending survey was designed to gauge consumer behavior and shopping trends related to Valentine’s Day. The survey was conducted for NRF by Prosper Insights and Analytics. The poll of 6,375 consumers was conducted from January 6-13, 2015 and has a margin of error of plus or minus 1.3 percentage points. View complete survey results for more information.

Posted in Advertising Research, Consumer Research, Market Research Findings, Shopper Insights | 1 Comment