Retailers gearing up for strong Valentine's Day sales
February 01, 2008
Waltham, Mass.—Despite a weak economy, 46 percent of small-business owners anticipate strong holiday sales, up from 37 percent last year, a recent survey by Constant Contact shows.
But less than 20 percent of them think jewelry will be the holiday's No. 1 gift.
According to the survey, which polled more than 600 small-business owners between Dec. 31 and Jan. 9, 41 percent think flowers will be the most popular gift, followed by dinner (23 percent), jewelry (18 percent) and chocolate (14 percent).
In addition, the survey showed that 68 percent of small-business owners are planning special promotions for the holiday, compared with 53 percent last year.
The survey also showed that retailers shouldn't panic if the crowds don't come early.
According to those polled, 46 percent expect consumers to shop the week of Valentine's Day, and 11 percent expect consumers will wait until the final day to pick up gifts.
And although consumers are expected to wait until the last minute, small-business owners surveyed believe they will spend more this Valentine's Day.
Thirty-nine percent expect their customers to spend $25 or less, down from 53 percent who expected customers to spend this amount in 2007.
And, just as it did at Christmas, online shopping is expected to play a large role in this year's Valentine's Day sales. A total of 59 percent of retailers expect online sales to increase this year, according to the survey.
In addition to online shopping, there is also an increase in online advertising this Valentine's Day.
Zachary's Jewelers of
Annapolis, Md., is promoting a love letter contest via You Tube in the interest of reaching young professionals.
"The politicians are gaining huge success with our youth via Facebook, MySpace.com and You Tube, so why not us?" said Zachary's owner Steve Samaras.
The deadline to write the most romantic love letter for the contest is Feb. 8, and the winner gets a $5,000 shopping spree at Zachary's. The winner will be announced on Feb. 10.
The ad can be viewed at
Zachary's $5,000 Valentine Contest.
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