How are retailers capitalising on Valentine’s Day?

SAHAR NAZIR | February 13, 2019

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George Sand, the iconic French author, once wrote: “There is only one happiness in life: to love and be loved.”It’s no secret that retailers benefit from Valentine’s Day sales. Consumers want to feel “loved” whether it’s from a little bit of retail therapy or from their partner’s gifts.As the Valentine’s Day period becomes even more commercialised than it already is, retailers are learning that the day is more than just flowers and chocolate. They’re adjusting to consumer behaviours by enticing them into buying a good deal.Department stores like Debenhams, John Lewis and Selfridges are all guilty of using Valentine’s Day as an excuse to push consumers into spending more money.However, Boux Avenue recently reported that since 2015, searches for the term “Valentine’s Day” went down by 55 per cent. Despite this, 53 per cent of Brits still spend a considerable amount of money on Valentine’s Day gifts for their partner.

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