When Cupid is guiding our shopping (or not)

When Cupid is guiding our shopping (or not)

Valentine’s day is just around the corner and as research has found that relationships are 2.5 times more likely to end on or around this day, it is worth thinking about some facts around shopping for your loved one.

Whether you love or loath it (you may be one of those who go to sleep on Feb. 13 and hope to wake up on Feb. 15), you may be interested in finding out some consumer facts that relates nicely to the big day of love. Naturally, all based on science!

Valentine’s shopping is becoming increasingly complex

In the western world people are often reporting that they do not know what to buy for their loved one. This is (at least partially) because consumers are bombarded with information on what to purchase. The fact that Valentine’s Day is hugely focussed on what to buy contributes to consumers' strong feelings and experiences generating love or hate for this day. Rather than feeling that they want to buy something lovely for the person they love, many men feel ‘obliged’ to celebrate Valentine’s Day. Therefore, they engage in a ‘Grab and Go’ shopping pattern. This is when they enter a store and within 30s they are at the cash register ready to pay.

Is there a sex difference?

It is clear from the above that men generally put less thought into what to buy. For men, Valentine’s Day may seem puzzling. Meanwhile, studies have found that women have escalating expectations, especially young women, of what they should be given by their loved ones on the 14th of February. Some young women who have been in a relatively long-term dating relationship, expect lavishness to escalate from year to year. Neither is it uncommon for women to perceive it to be the man’s role to plan and create the perfect day. As expectations escalate, it is important for men to recognize this and not take cues from the unique woman he loves.

Try to give a gift that is personal and meaningful

If you want to buy someone a Valentine’s Day gift this year, choose something that the recipient will appreciate and enjoy. Don’t try to show off how thoughtful or extravagant you are. Giving away branded goods is often perceived by the receiver as a commercial gift rather than a message of love. And if you are opting for a gift card, try to be versatile as the recipients tend to prefer them. Even though research shows that partners purchasing them for their loved ones tend to choose more specific ones, that are often not used.

Valentine’s Day success isn’t about spending money. Studies have found that many prefer doing s something with their partner instead of getting a gift. Make it about memories, as it has been found that a key to a happy life is spending time having great experiences. Do something as a couple that builds up shared memories in a way that a bunch of flowers can’t.

What about buying flowers?

As we all know, buying flowers is common on Valentine’s Day. But people purchase them for different reasons depending on how they see their relationships. For example:

• Consumers are more likely to buy their intimate partners fresh flowers when they perceived their personality need, such as the need of being loved, was fulfilled in the relationship.
• When strongly passionate about a relationship, they tend to give fresh flowers in conjunction with other gifts.
• When consumers are more satisfied with their romantic relationships, they are less likely to buy their intimate partners fresh flowers.?