In January 2000, Esearch.com sent out an email survey to approximately 5,000 Internet users asking their feelings about Valentines Day. Of those responding (approx. 1,300), 90% plan to celebrate the holiday in some fashion… only 10% of respondents indicated they would not celebrate the day at all. Men and women seem to feel equally that it is a day to spend with your sweetheart with 46% of both gender groups indicating that’s what Valentine’s Day is all about. Women appear to be more romantic than men however, with only 29% indicating the day is nothing special (either a marketing ploy or just another day) compared with 39% of men feeling this way.

Regardless of the feelings, most will celebrate and most expect to give and receive.

The most popular items for giving include cards (68%), dinner and candy (both at 33%) and flowers (25%). The most popular time for shopping is one week prior (50% indicated this is when they’d shop). Men will procrastinate slightly more than women… 25% indicated they would shop on February 13 th or 14 th . This compares to 13% of women who will leave it to the last few days. And 37% of women will start their shopping 2 or more weeks before the date. Only 22% of men will approach the day with this preparedness.

The most anticipated item of receipt is cards with 65% of women and 48% of men thinking they will be given this on Valentine’s Day. The next highest ranking for "what you think you’ll receive" is flowers (37%) and candy (25%) for women. Men think they’ll be receiving candy (14%) and dinner (10%).

When asked what they’d like to receive, the favorites for both men and women include:

Women:
Flowers – 52%
Jewelry – 51%
Dinner – 48%
Cards – 28%

Men:
Dinner – 48%
Cards – 32%
Spirits – 19%
Candy – 18%

Here are some of the results of our study:

1. Will you be celebrating Valentine's Day this year (choose the one most applicable answer)?

50% Yes, with my sweetie
20% Yes, with my family
20% Yes, in general
10% No

2. Will you buy anything for your Valentine(s) (check all that apply)?

33% Candy
25% Flowers
5% Fragrance
9% Intimate apparel
68% Card(s)
12% Spirits (Champaign, wine, etc.)
33% Dinner
5% Jewelry
14% Stuffed animals
28% Other

3. If you'll buy something for someone on Valentine's Day, when will you start shopping?

5% On Valentine's Day
11% On February 13th
52% One week prior
20% Two weeks prior
12% More than two weeks prior

4. Do you think you'll be receiving anything for Valentine's Day this year (check all that apply)?

22% Candy
28% Flowers
4% Fragrance
6% Intimate apparel
60% Card(s)
6% Spirits (Champaign, wine, etc.)
25% Dinner
7% Jewelry
7% Stuffed animals
20% Other
19% Nothing

5. If you could pick your own Valentine present, what would it be (indicate your 1st, 2nd and 3rd choice with a corresponding 1, 2, and 3):

1st Choice

26% Jewelry	21% Dinner	16% Flowers	11% Cards
6% Intimate apparel	5% Fragrance	5% Nothing	5% Stuffed Animal
4% Candy	3% Spirits

2 nd Choice

16% Dinner	13% Flowers	8% Cards	8% Jewelry
7% Fragrance	6% Intimate apparel	5% Candy	3% Spirits
2% Stuffed Animal	0% Nothing

3 rd Choice

12% Flowers	11% Dinner	10% Cards	6% Candy
6% Fragrance	6% Jewelry	4% Intimate apparel	4% Stuffed Animal
3% Spirits	1% Nothing

6. How long have you been in the relationship with this year's Valentine?

15% Less than 6-months
8% 6 months to 1-year
13% 1 to 2 years
15% 3 to 5 years
48% over 5 years

7. Is this year's Valentine your:

48% spouse
22% Significant other (dating one year or more)
19% Date (dating less than one year)
10% Family member(s) (children, grandchildren, etc.)

8. Is Valentine's Day (check the most appropriate answer):

17% A marketing ploy
8% The most romantic day of the year
14% Something to look forward to
46% A day to spend with your sweet heart
15% Just another day

About Esearch

Esearch is an Internet market research firm specializing in data collection via email. The company has a database of thousands of individuals willing to participate in on-line surveys, including complete demographic information on all panelists. Individuals interested in becoming an Esearch panelist or companies interested in on-line research should visit www.esearch.com or email esearch@esearch.com.