February is the month of love. How was this reflected among consumers… of hearts? In the following, we aim to see what the preferences of Romanian consumers are and what offers retailers have greeted them with.

Lovers have searched online for products and services to surprise their significant other. As time and inspiration are limited resources, more and more lovers are turning to virtual search tools. Online stores have noticed the trend and expect substantial growth during this period.

From chocolate, jewelry, and fine drinks to romantic experiences for two such as vacations, all are at the top of couples’ preferences in 2017. Both Valentine’s Day and Dragobete enjoy increasing popularity from year to year. However, in 2017, Dragobete is the favorite holiday this year, as the day will be celebrated on a Friday (sic!).

In search of the perfect declaration of love

Gift inspiration

Cupid is indeed cute, but unlike a smartphone, he cannot help lovers find the perfect gift. On Valentine’s Day, in those micro-moments, people will turn to their phones to plan the perfect day with their significant other.

According to Google search statistics, Valentine’s Day is the second holiday when consumers decide to buy a gift at the last minute. In the last three years, approximately 47.4 million transactions were made the day before Valentine’s Day.

With little time available, customers search Google either to simply find inspiration or to make a direct purchase. Here, according to an infographic by Statista, are the gifts lovers in the US chose to surprise their loved ones with:

Online retailers have prepared

Valentine’s Day is not a holiday with an impact on the entire e-commerce industry, like Easter or Christmas. However, it is a real celebration for online stores operating in the flowers and gifts segment suitable for this occasion.

Although most gifts are bought in person, the digital area has seen a 37% increase in the number of online transactions.

Online stores, members of the Romanian Association of Online Stores (ARMO), have prepared for both Valentine’s days and for March 1st and 8th. The highest sales are expected in the jewelry, cosmetics, and lingerie categories.

In the first quarter of 2016, sales of 350,000 euros were recorded, with an average order of 180 lei; compared to the same period last year, an 80% increase in sales is estimated for this year.

Moreover, order increases of at least 25% are expected compared to the same period last year, which means a 55% higher volume.

Lovers prefer card payments

The annual “Mastercard Love Index” study, which analyzed card payments over a 3-year period, reveals how spending during the Valentine’s Day period increased by 49%.

Online commerce is seeing significant growth, but 95% of transactions during this period are made in person.

flori

Whether it’s a dinner, a perfume, or a symbolic gift, couples choose to offer a bouquet of flowers alongside their gift.

Starting from the idea that roses are the most appreciated flowers by customers, FlorideLux has reinvented the way bouquets are packaged.

According to company estimates, sales are expected to record an increase of approximately 15% compared to the same period last year.

The Netherlands is the largest exporter of flowers in the European Union, being responsible for 87% of flower exports from EU member states. Other options for couples who want to declare their love by giving flowers are plants from Kenya, representing 38% of imports from outside the EU, Ecuador (17%), and Ethiopia (16%).

Experiences spent together define romance

Romantic dinners

Instead of objects with red hearts, some lovers prefer to offer a culinary experience. Thus, spending in restaurants on Valentine’s Day has increased by 102% since 2014. Seafood or foods with an aphrodisiac effect are among the preferences of love consumers, with the cost of such a meal reaching 200 lei for two people.

The perfect recipe for lovers consists of the romantic atmosphere with which restaurants welcome them. As a result, restaurants record the highest increase in spending during this period, 67% higher than in the last three years.

Spontaneous honeymoon: Vacation gifts

From year to year, Romanians allocate an increasingly larger budget to celebrate the month of love. Thus, vacations spent together have appeared at the top of their preferences. According to Paravion, an online travel agency, the average budget allocated by those who want a romantic weekend in Europe amounts to 300 euros per person.

Couples who choose to spend Valentine’s Day outside the country are heading for city breaks in European capitals or major cities. The most sought-after destinations remain Paris and Rome, joined by Prague, Barcelona, Venice, and London.

Stays or plane tickets offered as Valentine’s Day gifts are on the rise. The number of plane tickets and city breaks booked for Valentine’s Day recorded a 20% increase this year compared to 2016.

Because Dragobete is celebrated on Friday, tourism operators have prepared a series of offers for this occasion. For those who prefer domestic destinations, the offers for this period include resorts in the Prahova Valley, Predeal, Poiana Brașov, Bran Moieciu, Bucovina, Maramureș, or spa resorts such as Băile Herculane, Băile Tușnad, Sovata, Balvanyos, or Băile Felix.

Cupid’s arrow hits companies too

Telephone companies know how important communication is in a couple

Telephone companies know that love letters have long been replaced by SMS and GIFs. To help lovers who have more declarations to share than usual, Orange and Vodafone have designed interesting campaigns.

After Orange created the application that sends love last year, this time it created the little Dragobiți. The company offers a series of discounts, promotions, and bonuses for this period.

By far, the most ingenious is the way customers can win mobile internet. From the online account, the customer can add the digits of their number with those of their loved one. The sum obtained this way is multiplied by 10 and transformed into a mobile data bonus, valid for one month.

Vodafone launched its 20th-anniversary campaign on Valentine’s Day, offering unlimited and free data traffic on February 14. The campaign enjoyed real success, considering that the network recorded a new data traffic record, with the highest hourly traffic increase being 53%.

Love and travel!

This is the slogan accompanying the surprising offer from CFR Călători. The special offer for Valentine’s Day and Dragobete involves a 50% discount on two tickets for the same InterRegio train.