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Valentine’s Day spending to reach £855 million

New research shows that social media is a growing source of inspiration for consumers.

New research into the shopping habits of consumers for Valentine’s Day has found that 37% of UK shoppers are planning to get involved this year, with spending predicted to reach £855 million.

The findings from retail and shopper marketing agency, Savvy, show that 18-34 year olds are most likely to celebrate the event the most, with 50% getting involved.

Online sales also look set for a boost, with 57% of those celebrating planning to buy gifts from an online retailer, while 45% expect to shop using their phone.

When it comes to inspiration for things to do and buy for Valentine’s Day, supermarkets are the number one source, mentioned by 52% of Valentine’s shoppers, while Google takes second place with 37%.

Notably, social media has become a growing source of inspiration, with Facebook set to be used by 30% (up from 19% in 2019) and 21% taking to Instagram.

This trend is particularly notable for 18-34 year olds, with 43% using Facebook and 37% using Instagram.

“This is not entirely surprising as retailers and brands are more actively using social media to provide inspiration and also the platforms are becoming more convenient as they increasingly offer users the option to buy directly from posts,” commented Alastair Lockhart, insight director at Savvy.

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