Americans fall out of love with Valentine's Day amid coronavirus pandemic

One in two Americans are choosing not to celebrate Valentine’s Day this year, according research from Contentsquare.

The company surveyed over 1,000 US consumers and found that, of those opting out, 15% said their decision was directly related to Covid-19.

Of those planning to celebrate, 32% will spend less than $50 on gifts for their partners this year.

Give your customers a digital experience they'll fall in love with this #ValentinesDay

We are passionate about the customers we serve because together, we are creating a happier digital future for all. https://t.co/qtgpPpw1x8 pic.twitter.com/INeVmtu7Uq
— Contentsquare (@Contentsquare) February 9, 2021

Marketing fails

Contentsquare also surveyed 500 marketers.

76% couldn’t accurately measure whether their customers were happy online. And 84% were unable to track their customers’ moods and mindsets.

Michal Barash, Head of Marketing, Americas, at Contentsquare, says: “Retailers need to make sure they show their digital customer experience some extra love this year, as the ongoing health crisis continues to drive consumers online for gift giving.”

“This, coupled with more conservative spending predictions, should come as extra motivation for brands to remove any friction along the customer journey.”

Barash adds: “7% of US consumers confessed to us that they have shopped online during a date, proving the love affair with brands is alive and well.”

“If brands can build an online experience that is just as good, or better, than in-store experiences, they will ensure happy, loyal customers, and see a boost in revenue online this Valentine’s Day.”