Love was in the air this Valentine's as Neilsen analytics reported a large jump in Valentine's themes spending. We talked to retailers Hello and Cookie and Eden Flowers about the increase in business on the most loved-up day of the year.
Undoubtedly one of the most consumerist holidays of the year, Valentine's spending did not disappoint for 2018. According to Neilsen analytics, in the week including Valentine's Day, box chocolate sales increased in dollar sales by 48 percent.
Eden Flowers, which also sells greeting cards and boxed chocolate specifically for the holiday, said orders increase for them every Valentine's, but did even more so this year.
“On an average week we send out about 150 orders, on Wednesday alone this week we sent out about 200.”
Greeting card spending also rose, increasing by 29 percent according to Neilsen.
Jo Cummings, CCO (chief cookie operator) of Hello and Cookie, specialises in custom stamped, often themed, cookies.
The store offered a standard Valentine's box, a ‘Galentines’ box and an 'Adults Only' box for the day. The quote cookies proved popular, as Cummings says it was definitely busier than she expected.
“I thought January would be quiet and it would give me time to prepare, but it didn’t work out that way. Up until now a massive part of my business has been bulk orders for parties and functions, but people are starting to get into the gifting side of it which is what we are all about.”
Cummings has owned the business for seven months, often working on her own making, boxing and shipping the cookies.
“My goal was 100 Valentine's gift boxes and I cut off orders at 137. Being just me behind Hello and Cookie it was important that I was able to make sure love still went into each box. I will certainly be bringing in extra hands next year.”
Cummings worked into the long hours of the night to keep up with the increased numbers that came in before the big day, yet she was prepared for the demand.
“I was so prepared, I amazed myself. I learnt so much from the Christmas period that the systems i have in place now made the lead up and the day so smooth. It was also such a buzz that everyone was loving them so much, it gave me all the energy I needed.”
Looking at the personalised cookies, it isn’t surprising Cummings had to put a cap on orders. The most popular cookies of the day were the themed boxes, with many happy customers sharing their treats on Instagram.
“Clear favourites for the day were the Valentine's and Adults Only gift boxes. People were loving the custom option also, but we had sold out of the limit I had on them quite early.”
Love was definitely on the cards for Hello and Cookie, and the popular Adult Only box. Nielsen analytics also saw a six percent rise in the 'family planning' category.