At MKOR, we love. We love people, but we also love numbers. While last year, during the month of love, we corroborated data about “heart-seekers” and Valentine’s Day marketing insights, this year we developed our own study. Out of love for market research.
Curious by nature, we launched a short questionnaire to find out how Romanians love or how they choose to express their love. Thus, we launched a study (our specialty ❤) to discover the preferences of respondents from MKOR’s own panel regarding how they choose to celebrate Valentine’s Day.
In the following, we present the results of our blitz study, as fast as Cupid’s arrow, which we offer to you with much love. The study was conducted on a sample of 250 respondents from urban areas, aged between 18 and 65.
Valentine’s Day or Dragobete?
The majority of our study’s respondents (76%) celebrate love. The largest portion (28%) prefer the Romanian holiday, Dragobete. Valentine’s Day is observed by 14% of respondents. They are joined by another 34% who celebrate both days, having plenty of love to give.
How do Romanians celebrate Valentine’s Day?
According to our study, Romanians choose to express their love for their partner by giving gifts. At the top of their preferences (61%) are experience-based gifts. Among these, 25% prefer a night out (theater/concert/stand-up, etc.), 22% choose a dinner at a restaurant, and 14% go on a trip or a city break.
Flowers, perfumes, cosmetics, and sweets are given to loved ones by 52% of respondents.
A large portion of them (22%) are lovers who haven’t found the perfect gift yet. They represent the category of potential customers who need a trigger or a micro-moment to encourage them to place an order.
Read more about micro-moments in our article and how you can turn them into your customers.
Lovers love surprises
When asked how they chose the gift, 75% of respondents mentioned they chose it themselves, preferring to surprise their partner.
Another 11% stated they decided together on how they would spend Valentine’s Day.
What budget did Romanians allocate for Valentine’s Day this year?
The majority of respondents (35%) allocated a budget between 101-200 lei for the Valentine’s Day celebration. Another 26% allocated a budget for a symbolic gift, specifically under 100 lei. There is a percentage of 9% willing to pay more than 500 lei for the gift given to their loved one.
Too cheesy?
If our study, born out of love, is too much for you, then we invite you to visit the MKOR portfolio to see other types of market research or projects we develop for clients or on our own. In other words, we know business too.
If you find the information we provided useful or if you want to learn more about consumers in love, and more, write us a letter – not a love letter, but with love 🙂
A Study Out of Love – Infographic
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