9 February 2007
The insistence of Forrest Gump's mother notwithstanding, there's rather a lot more to life than a box of chocolates, especially this time of year:
Cupid's arrow will cost consumers a little more this year. The average lovestruck consumer will spend nearly $120 on Valentine's Day this year, up from $101 last year.
In total, U.S. wooers will spend $16.9 billion on their sweethearts this year, according to the National Retail Federation's 2007 Valentine's Day Consumer Intentions and Actions Survey, conducted by market research company BIGresearch.
The survey polled 7,703 consumers and found that 63% of them planned to celebrate Valentine's Day, most between the ages of 25 and 34. On average, men will spend $154 on their Valentines, nearly double the $85 the average female will spend on her sweetheart. The most popular gifts men plan to buy to say "Be Mine": flowers (58.3%), candy (42.9%) and jewelry (27.6%).
Inasmuch as this adds up to 128.8 percent, you have to figure that some of these fellows are hedging their bets.
I'm slightly suspicious of that $154 figure, if only because it's far too low to include any meaningful amount of therapy.Posted at 3:31 PM to Table for One