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A lot of love to share with Valentine’s Day to deliver a $415 million spending boon

The ARA-Roy Morgan Snap SMS survey was conducted with an Australian-wide cross-section of 2,717 Australians aged 18+ on Wednesday January 19 - Thursday January 20, 2022.

Australians are set to spend $415 million on Valentines Day gifts this year, with flowers, chocolates and jewellery the most popular items people will be getting their significant others. 

Research from the Australian Retailers Association (ARA), in conjunction with Roy Morgan, shows Australians will be spending an average amount of $111 on their gifts.

Flowers will be in hot demand, mentioned by 39% of people who plan on buying a gift followed by chocolates/food and alcohol (28%) and jewellery (9%). Consumers in NSW are set to spend $126 million on their Valentines Day gifts, with Victorians to spend $107 million and Queenslanders $77 million. 

Around a third of those surveyed say they plan to splurge more on gifts this year than they did 12 months ago with the majority (65%) saying they’ll be spending about the same amount. 

The bulk of the spending is set to be done by 25-34 year old’s, who’ll spend $135 million and 35-49 year old’s who’ll spend $129 million. 

ARA CEO Paul Zahra said only 8% of those surveyed would be spending their Valentines Day dining out, which may reflect the ongoing Covid concerns of consumers.

“There’s no doubt consumer confidence has been severely impacted by Omicron, but our research shows Australians will still be spoiling their loved ones this Valentine’s Day, with flowers and chocolates in high demand,” Mr Zahra said. 

“For florists, this is their busiest day of the year, and it would normally be for restaurants as well, however the sector has been severely impacted by staff shortages, Covid isolations, and people generally being a bit more cautious with their social interactions. 

“We’re unlikely to see the usual volumes of people going out for their Valentine’s Day dinner dates, which is disappointing. We encourage people to support their favourite restaurants whichever way they can, even if it means ordering in a romantic dinner at home. 

“Valentine’s Day is a much bigger deal for younger Australians with 38% of 18-24 year old’s planning on buying a gift. However, that number tapers off in the older age cohorts. Just 7% of people over the age of 65 plan on celebrating the day, so perhaps the significance of Valentine’s Day wares off the older you get and when you’re in a long, comfortable relationship!”

The ARA-Roy Morgan Snap SMS survey was conducted with an Australian-wide cross-section of 2,717 Australians aged 18+ on Wednesday January 19 - Thursday January 20, 2022.

Question 1

“Do you plan on buying gift/s for Valentine’s Day which is held next month on February 14?” By Gender & Age.

 

Australians
18+

Gender

Age

 

Men

Women

18-24

25-34

35-49

50-64

65+

 

%

%

%

%

%

%

%

%

Yes

19

24

13

38

29

18

14

7

    No

81

76

87

62

71

82

86

93

TOTAL

100

100

100

100

100

100

100

100


“Do you plan on buying gift/s for Valentine’s Day which is held next month on February 14?”  By State & Area.

 

 

City/Country

States

 

Australians
18+

Capital
Cities

Country
Areas

NSW

VIC

QLD

WA

SA

TAS

 

%

%

%

%

%

%

%

%

%

Yes

19

20

17

19

17

22

16

20

11

No

81

80

83

81

83

78

84

80

89

TOTAL

100

100

100

100

100

100

100

100

100


Question 2

“What gift/s are you planning on buying for Valentine’s Day?” Of those who mentioned a gift. Respondents were allowed to mention multiple gifts they are planning on giving.

By Gender & Age.

For those who already know what gift they plan to buy… (Top 3 Highlighted)

 

 

City/Country

States

 

Australians
18+

Capital
Cities

Country
Areas

NSW

VIC

QLD

WA#

SA#

TAS#

 

%

%

%

%

%

%

%

%

%

Flowers

39

41

35

30

50

53

31

29

11

Food/ Chocolate/ Alcohol

28

29

26

40

20

16

12

43

-

Jewellery

9

10

6

7

7

9

30

4

-

An experience (dinner, trip away)

8

9

7

5

13

10

8

2

9

Toys/ Sex toys

5

6

2

1

5

4

13

7

18

Sexy clothing/ Lingerie

5

5

4

5

2

2

12

4

21

Cash

4

3

7

5

5

2

1

-

12

Cosmetics/ Skin products

4

4

4

5

2

3

5

7

-

Vouchers/ Gift cards

4

5

1

5

3

3

7

-

9

Something small/ Inexpensive

3

4

3

2

6

-

-

15

-

Outdoor items/ gardening/ power tools

3

2

6

5

-

5

-

2

9

A card

3

2

4

2

5

3

-

4

-

Kitchen items/ Homewares

2

2

1

-

3

-

7

-

-

Electronics

2

2

1

4

-

-

-

-

-

Books

1

1

2

-

2

1

5

-

11

Personal (unspecified)

1

2

-

2

-

-

-

5

-

Lotto/ Scratchies

1

1

1

2

-

2

-

-

-

Personal accessories (shoes, bags)

1

1

-

2

1

-

-

-

-

Other

4

1

8

1

3

13

2

-

-

TOTAL

100

100

100

100

100

100

100

100

100

#Sample sizes with fewer than 50 respondents should be treated with caution.

Question 2

“What gift/s are you planning on buying for Valentine’s Day?” Of those who mentioned a gift. Respondents were allowed to mention multiple gifts they are planning on giving.

By State & Area.

For those who already know what gift they plan to buy… (Top 3 Highlighted)

 

 

City/Country

States

 

Australians
18+

Capital
Cities

Country
Areas

NSW

VIC

QLD

WA#

SA#

TAS#

 

%

%

%

%

%

%

%

%

%

Flowers

39

41

35

30

50

53

31

29

11

Food/ Chocolate/ Alcohol

28

29

26

40

20

16

12

43

-

Jewellery

9

10

6

7

7

9

30

4

-

An experience (dinner, trip away)

8

9

7

5

13

10

8

2

9

Toys/ Sex toys

5

6

2

1

5

4

13

7

18

Sexy clothing/ Lingerie

5

5

4

5

2

2

12

4

21

Cash

4

3

7

5

5

2

1

-

12

Cosmetics/ Skin products

4

4

4

5

2

3

5

7

-

Vouchers/ Gift cards

4

5

1

5

3

3

7

-

9

Something small/ Inexpensive

3

4

3

2

6

-

-

15

-

Outdoor items/ gardening/ power tools

3

2

6

5

-

5

-

2

9

A card

3

2

4

2

5

3

-

4

-

Kitchen items/ Homewares

2

2

1

-

3

-

7

-

-

Electronics

2

2

1

4

-

-

-

-

-

Books

1

1

2

-

2

1

5

-

11

Personal (unspecified)

1

2

-

2

-

-

-

5

-

Lotto/ Scratchies

1

1

1

2

-

2

-

-

-

Personal accessories (shoes, bags)

1

1

-

2

1

-

-

-

-

Other

4

1

8

1

3

13

2

-

-

TOTAL

100

100

100

100

100

100

100

100

100

#Sample sizes with fewer than 50 respondents should be treated with caution.


Question 3

“How much do you plan on spending on Valentine’s Day gift/s?” By Gender & Age.

 

Australians
18+

Gender

Age

 

Men

Women

18-24#

25-34

35-49

50-64

65+#

 

%

%

%

%

%

%

%

%

Less than $50

29

23

40

32

31

27

26

32

$50 - $99

32

36

26

48

20

39

29

32

$100 - $199

26

24

28

20

33

17

35

20

$200 or more

13

17

6

-

16

17

10

16

TOTAL

100

100

100

100

100

100

100

100

 

 

 

 

 

 

 

 

 

    Mean spending

$111

$132

$73

$78

$125

$139

$90

$85

TOTAL SPENDING

$415M

$314M

$101M

$63M

$135M

$129M

$57M

$25M

#Sample sizes with fewer than 50 respondents should be treated with caution.


“How much do you plan on spending on Valentine’s Day gift/s?” By State & Area

 

 

City/Country

States

 

Australians
18+

Capital
Cities

Country
Areas

NSW

VIC

QLD

WA#

SA#

TAS#

 

%

%

%

%

%

%

%

%

%

Less than $50

29

30

27

36

28

22

16

48

17

$50 - $99

32

32

33

22

37

42

36

37

40

$100 - $199

26

25

28

27

24

28

25

7

33

$200 or more

13

13

12

15

11

8

23

8

10

TOTAL

100

100

100

100

100

100

100

100

100

 

 

 

 

 

 

 

 

 

 

Mean spending

$111

$120

$92

$109

$124

$86

$166

$56

$100

TOTAL SPENDING

$415M

$308M

$108M

$126M

$107M

$77M

$57M

$15M

$5M

#Sample sizes with fewer than 50 respondents should be treated with caution.


Question 4

“Do you plan on spending more or less on Valentine’s Day gift/s than last year?”
By Gender & Age.

 

Australians
18+

Gender

Age

 

Men#

Women#

18-24#

25-34#

35-49#

50-64#

65+#

 

%

%

%

%

%

%

%

%

More

29

29

28

49

26

13

31

44

Same

65

68

55

51

66

79

62

56

    Less

6

3

17

0

8

8

7

0

TOTAL

100

100

100

100

100

100

100

100

#Sample sizes with fewer than 50 respondents should be treated with caution.


Notable Gifts – Top 15 or so ($200+)

Tesla car ($60,000) – someone’s going to have a great Valentine’s Day
A couple’s trip away to a Day Spa ($3,000)
High-end expensive dresses and ‘haute couture’ ($1,500)
High-end electronics ($1,000+)
A couple’s weekend retreat and massage ($700)
Top-line Power tools ($500)
A designer bag ($500)
Jewellery or clothes ($400)
Electrical, exercise or wine ($300)
An expensive dinner out ($250+)
A night in a Hotel ($250)
Sexy lingerie ($200+)
Expensive perfume ($200+)
Flowers, chocolates, jewellery ($200+)
Fishing charter ($200+)
Cooking or other skills class ($200+)

The ARA-Roy Morgan Snap SMS survey was conducted with an Australian-wide cross-section of 2,717 Australians aged 18+ on Wednesday January 19 - Thursday January 20, 2022.

Media Enquiries:
Dominic Cuschieri
M 0418 224 072
E Dominic.Cuschieri@retail.org.au 

For comments or more information please contact:
Roy Morgan - Enquiries
Office: +61 (03) 9224 5309
askroymorgan@roymorgan.com


About Roy Morgan

Roy Morgan is the largest independent Australian research company, with offices throughout Australia, as well as in Indonesia, the United States and the United Kingdom. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan has over 70 years’ experience in collecting objective, independent information on consumers.

Margin of Error

The margin of error to be allowed for in any estimate depends mainly on the number of interviews on which it is based. Margin of error gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size

Percentage Estimate

40%-60%

25% or 75%

10% or 90%

5% or 95%

1,000

±3.0

±2.7

±1.9

±1.3

5,000

±1.4

±1.2

±0.8

±0.6

7,500

±1.1

±1.0

±0.7

±0.5

10,000

±1.0

±0.9

±0.6

±0.4

20,000

±0.7

±0.6

±0.4

±0.3

50,000

±0.4

±0.4

±0.3

±0.2