By Jilian Geer
As Valentine’s Day approaches, consumers prepare to surprise their loved ones with gifts for the most romantic holiday. According to the annual survey by the National Retail Federation (NRF) and Prosper Insights and Analytics, consumers are expected to spend a staggering $25.8 billion on Valentine’s Day presents and celebrations this year, averaging $185.81 per person.
Consumers splurged on all types of relationships last year, whether it was partners, friends, or family members. This year, it is predicted that people will return to prioritizing romantic relationships on Valentine’s Day, with expected spending of $14.2 billion towards significant others, according to NRF. This averages out to $101.84 per person, a record-high projection compared to previous years.
While traditional gifts like candy and greeting cards remain popular, consumers are starting to spend more on jewelry and romantic dates. One of the most popular purchases in the US continues to be chocolates every year.
Jennifer Hill, owner of the local PeterBrook Chocolatier in Downtown Tampa, prepares for Valentine’s Day by making sure there are “enough boxes, ribbons, sentimental items and cards,” to satisfy customer demands and by prepping the morning of the holiday since “fresh strawberries are the number one item we are going to sell and they are best fresh.”
“Valentine’s Day is our Super Bowl,” said Hill. “People opt for higher value and a brand that will offer that romantic appeal rather than shopping at a grocery store.”
Another popular purchase is flowers, which are a staple for Valentine’s Day; however, the process from farm to bouquet can be tolling on the environment if not grown locally and sustainably. The International Council on Clean Transportation found that Valentine’s Day flowers shipped to the US from other countries like Colombia contribute around 360,000 metric tons of CO2 into the atmosphere, equivalent to the emissions of 78,000 cars in a year.
Kim Souza, a junior at The University of Tampa, shared her views on gifting flowers during Valentine’s Day. “Flowers are nice at first, but they don’t last long, and the amount of waste and emissions that are contributed to the environment is harmful if not grown sustainably,” Souza said. “I’d rather have an experience as a gift than a bouquet.”
Ben O’Brien, a junior at UT, also shared his experiences with Valentine’s Day presents. “I don’t always stop to think about my environmental impact during Valentine’s Day,” said O’Brien, “I receive candy and gifts from my parents and friends but throw most of it away shortly after I get it, which isn’t great.”
The predicted increase in Valentine’s Day spending emphasizes how significant the holiday is for consumers to express love and appreciation to the people in their lives. With all the gift-giving, it is crucial to be aware of the environmental impact of these purchases in the long run. Through mindful consumption, local shopping, and sustainable choices, Valentine’s Day can become a celebration of connecting with loved ones and environmental responsibility.