This coming Monday will mark around the world the most romantic day of the year, which these days will become more than ever a celebration of one great escapism, Valentine’s Day.
After two years of wearing masks and pencil tests that have become routine, we want to celebrate more than ever.
"Couple celebration" is just an excuse to buy gifts, hang out at parties and eat at attractive restaurants, things we now appreciate more.
We have collected for you some data regarding the purchase of gifts from Israeli consumers, and we have discovered interesting things about gender preferences, the ages that have invested the most, the cities where expensive gifts are bought and the growing lust for chocolate deliveries during the Corona period.
• Great deals on spas and pampering
The investment on this day is backed by numbers, and gender, as mentioned, also has an impact on the investment in gifts.
According to a new study by the gift and experience brand BUYME, it was found that in preparation for Valentine's Day this year, women invested a higher amount in a romantic gift by about 8% than men, with an average of NIS 446 per gift, compared to NIS 412.
However, the ones who actually gave more gifts this year were the men - according to the data, 78% of them were pampered with gifts for Valentine's Day, compared to 22% of the women.
53% of the gifts purchased, in case you were wondering, are scheduled to be sent to the object of love in the morning hours of the festive date.
As part of the delivery, the company allows you to attach a video or photo next to the written greeting, but in practice 72% do not combine anything, and hope that the gift itself will suffice.
How about a little more investment?
Metal stand for love line in the swing, price 209 shekels, gentleman, photo: PR
Enclosures with added value
The most popular gift among lovers, according to the study, is a pampering experience in spas.
In the second place are culinary gifts, such as chef restaurants, and in the third place are gift cards for vacations and hotels.
Gifts from the field of fashion and lifestyle, such as clothes, jewelry and household products, came in fourth place, and in fifth place are experiential couple workshops.
This year, it turns out, people tend to invest in gifts more than last year.
The average value of a gift for Valentine's Day 2022 was NIS 429, compared to NIS 416 last year.
Surprisingly, people aged 65 and over are the ones who have invested the most in gifts for their spouses, with an average value of NIS 475.
Roses in a surprise box, Jumbo Stock, NIS 79.90, Photo: PR
The city where people invest the most in gifts for Valentine's Day is Herzliya, with an average value per gift of NIS 495.
In second place is Petah Tikva, with an average of NIS 481 per gift, and Tel Aviv came in third, with NIS 469.
In tenth place is Acre, with a sum of NIS 365 per gift.
"We're seeing a growth trend in gifts," says Dror Blumenthal, BUYME's VP of marketing and e-commerce.
From the second week of January we saw a bad mood, and people had no desire for gifts.
That changed in February following Family Day, which saw an increase in purchases, and continued toward Valentine's Day. "
What holiday do you buy the most gifts for?
"Passover is 'Israeli Christmas,' followed by Rosh Hashanah. If you asked a flower company, they would say that Valentine's Day is their holiday, but with us it is located in the middle, with Family Day and Tu B'Av."
Pink heart-shaped saucer, NIS 10, Flying Tiger Copenhagen, Photo: Flying Tiger Copenhagen
Blumenthal is right - Valentine's Day is indeed the holiday of flowers.
"This is the most popular and powerful day on the net of all the holidays that last one day," reveals Yossi Cohen, CEO of ZER4U.
On Valentine's Day, our sales increase eight to ten times more than on a normal day. "
Were there any price changes following the corona?
"There are no changes in our prices. Our sales are good, and if we had small price increases - we absorbed them."
What do you buy the most on Valentine's Day?
"Boxes with roses combining champagne, cava and chocolate. There is a great demand for bouquets of roses and tulips, especially in red. We have special chocolate boxes for Valentine's Day, boxes with flowers and old soap boxes. Consumers want added value with boxes, so a bouquet always accompanies Wine, chocolate and more.
"The average purchase on Valentine's Day is NIS 250, and men usually buy more expensive gifts.
Once the vehicle is created with wine, chocolate and a balloon, it can reach NIS 250.
The minimum gift starts at NIS 159. "
The new Armenian perfume MY WAY INTENSE, NIS 379, Photo: PR
What other differences do you see between men and women in gift shopping?
"Usually on this day men buy a gift for women, but we see that women take longer to look for a gift on the site. A man buys a gift much faster. Many women prefer to receive the gift in the workplace, and we see this reflected. But the significant change this holiday is "Crazy chocolate consumption. Chocolate sales have risen significantly, more than 100%."
Not just for couples
One of the favorite gifts for Valentine's Day is the perfume, which is considered a romantic and pampering gift, accompanied by the hope that we have indeed smelled the beloved scent.
According to Sheeran Elitzur, Brand Development Manager at Super-Pharm, the ongoing trend is a preference for unisex perfumes: "Many couples share perfumes whose characters are not necessarily distinctly feminine or masculine. And many consumers have been exposed to the grooming routine of their spouses, and are experimenting with the various preparations. Another interesting trend is that this day is no longer linked to couples only. Many customers purchase Valentine's Day gifts for themselves, friends or family. In the US, for example, every American Purchasing a Valentine's Day gift for his pet.
At the same time, we are recognizing a trend of gifts that couples can enjoy together. "
COOK AND BAKE Valentine's Day package, heart and weight shaped pattern, NIS 99, Photo: PR
Data we received from the Pharm BE chain from Shufersal shows that in the week before Valentine's Day, perfume sales rose by 60%, and in the Arab sector they doubled.
The "April" chain also reports a jump of about 60% in perfume sales in the days before Valentine's Day.
And what about our national Valentine's Day, Tu B'Av? According to the Gentleman gifts chain, Valentine's Day receives slightly less attention than the local Valentine's Day. Tu B'Av.
"Shane Box" package for foreigners, NIS 229, photo: PR
In 2021 the most popular gifts were personal, and included perfumes, jewelry and watches.
24% of them were engraved gifts with engraving, 18% double love games, 12% leather items and 10% useful gifts like pen, lighter and more.
"When it comes to men, the purchase usually ends after reviewing one or two products," says Tal Raz, one of the owners of the Gentleman chain.
"This is in contrast to purchases made by women, which usually take place after a comprehensive review of all the options, price comparison and consultation with a company. However, men, who will complete the purchase in a few minutes, are expected to purchase a gift four times more expensive than women."
A special case of soap, NIS 148, Photo: Ronen Magen
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