It’s a scene reminiscent of a memorable “Saturday Night Live” comedy bit—gifting a Valentine’s present that’s clearly a spontaneous purchase from a nearby drugstore.
The skit captures a common reality: despite Valentine’s Day being an occasion of affection and deep emotion for dear ones, many people defer their celebratory shopping to the last possible moment.
Numerator, a data analytics firm, revealed that almost half of the spending in the U.S. on Valentine’s Day—specifically on flowers, confections, and greeting cards—occurs from February 11 to February 14, with the highest sales recorded on the day itself.
In preparation for the day dedicated to love, Walmart typically sells approximately 40 million red roses; however, they report that about 75% of their Valentine’s sales happen on February 13 and 14, and for Kroger, these days represent 80% of the week’s holiday sales.
“Retailers stock their shelves with Valentine’s items well ahead of the holiday, yet it’s common for shoppers to procrastinate until the last second,” stated Numerator analyst Amanda Schoenbauer.
Nonetheless, Americans are anticipated to lavish a staggering $25.8 billion on the day of hearts this year, according to the National Retail Federation, with confections being the top choice for 60% of those purchasing gifts, and greeting cards ranking second.
Some proactive individuals commence buying Valentine’s merchandise right after the Christmas season ends, per Target’s sales observations. They noted that decorative home items and Valentine-themed potted plants were popular early buys as opposed to the traditional rush for cut flowers closer to Valentine’s Day.
Procrastination, however, seems ingrained in this holiday’s traditions, as evidenced by Walgreens’ sales data showing 44% of Valentine’s candy and 56% of cards being sold on February 13 and 14.
Even with the crunch, delivery services like Uber Eats manage to cater to last-minuters, recording peak orders for flowers from 10 a.m. to 5 p.m. on Valentine’s Day, and a 60% surge in orders the following day.
The last-minute rush poses certain challenges for businesses trying to maintain customer satisfaction.
Linda Bryant, the florist at Just Bouquets in Panama, Nebraska, expresses the stress of Valentine’s Day and the empathy she feels for those placing desperate orders on the day.
While it can be argued that some delay their purchases for freshness, the tendency to dither is noticeable across all gift categories. OpenTable reported that 30% of Valentine’s Day dinner reservations were booked the day prior, and another 18% were snagged on the actual day itself.
Waiting too long might entail missed opportunities for exclusive experiences, like the sought-after Valentine’s Day dinner at Meadow Brook Hall in Rochester, Michigan, which was booked out weeks in advance, with many would-be diners left on a waiting list.
DePaul University psychology professor Joseph Ferrari notes that chronic procrastination is common among people, but for Valentine’s Day other factors might contribute to delay. “Post-Christmas fatigue” and the fear of choosing an inadequate gift are among the possible reasons.
Ferrari’s message is simple: Expressing love should be continuous and not reserved for the occasional special date.
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AP Business Writer Anne D’Innocenzio from New York was a contributor to this article.
Frequently Asked Questions (FAQs)
Why do so many Americans wait until the last minute to buy Valentine’s Day gifts?
Consumer behavior suggests a combination of factors including procrastination, the desire for gift freshness, post-holiday fatigue, and fear of failure in choosing the perfect gift.
How do last-minute Valentine’s Day purchases affect businesses?
Businesses might experience a sudden surge in customer demand, leading to potential stock shortages and delivery challenges, but they also see a significant portion of their holiday sales during this period.
Can delivery services handle last-minute Valentine’s Day orders?
Yes, delivery services like Uber Eats report that they can accommodate increased order volume on the day itself, even peaking between 10 a.m. and 5 p.m. on Valentine’s Day.
What advice does Professor Joseph Ferrari offer regarding Valentine’s Day?
Ferrari encourages people to consistently show their love and not to wait for special occasions like Valentine’s Day to express their feelings.
Is it possible to make last-minute reservations for Valentine’s Day dinners?
While some people manage to secure reservations the day before or on Valentine’s Day through platforms like OpenTable, popular venues often sell out well in advance, so last-minute planning can lead to missed opportunities.
Conclusion
Valentine’s Day, steeped in the spirit of romance and adoration, paradoxically sees a flurry of last-minute activity as many Americans scramble to secure gifts and experiences. Whether driven by procrastination or more nuanced reasons, this 11th-hour dash solidifies itself as part of the holiday ethos. Yet the sentimental core of Valentine’s Day—a celebration of love—echoes the advice offered by experts: affection shouldn’t be confined to a calendar date but rather, spread generously and frequently throughout the year.