Some 53.8% of American adults plan to celebrate Valentine’s Day this year, a marked decrease from 59.9% last year and upwards of 60% in earlier years, per results from the NRF’s annual study. But while the number of celebrants is down to its lowest point in several years, celebrants are planning to spend more than at any other point in the survey’s history.
The $133.91 in spending per celebrant is only a modest 2.2% increase from last year’s $130.97, but is above the pre-recession days of 2008 ($119.67) and 2009 ($122.98). Still, the decline in celebrants means that the total amount of spending projected for this year – $17.3 billion – will remain below the 2013 ($18.6 billion) and 2012 ($17.6 billion) figures. Read the rest at MarketingCharts`.