Romance Becoming More Expensive For Consumers

Feb 09, 2004
George Anderson

By George Anderson

The ante has been upped from years past and consumers, especially males, will find a higher price tag association with romance this Valentine’s Day.

The National Retail Federation (NRF) estimates consumers will spend 23 percent more this year on gifts for Valentine’s Day than last year. Only Christmas has a higher consumer
price tag, according to the association.

Men are expected to spend an average of $171 for the holiday and women will shell out $78.

Judith Wright, a Chicago therapist, told Crain’s Chicago Business “men commonly feel a Valentine’s gift is a test of their caring.”

Moderator’s Comment: Do you believe there will be an appreciable change in how consumers,
especially men, spend on this year’s Valentine’s Day holiday compared to the past?

We have to disagree, as indicated in the Crain’s piece, that sales this year are going to be influenced by television shows such as “The Bachelor,” “Joe
Millionaire” and “Trista and Ryan’s Wedding.”

Many men, such as ourselves, took a pass on watching these shows and had little interest in their skewed takes on reality.
Anderson – Moderator

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