Ecommerce traffic will peak in the UK the day before Valentine's Day, as visitors seek out last-minute gifts for the object of their admiration, new research suggests.Postcode Anywhere
has published findings from its Big Data Labs that suggest February 14, aka Valentine's Day, is now one of the most important dates in the year for online spending.
"Traffic for ecommerce retailers specialising in Valentine-related gifts peaks on February 13," said Guy Mucklow, chief executive of Postcode Anywhere. "The peak, which was only eclipsed by the Christmas and Easter build up was 63% up on a typical day in 2014."
He added: "Online sales in the US and UK have continued to rise considerably year-on-year in the run-up to Valentine’s Day. With almost £1billion now being spent on gifts and going out in the UK, Valentine’s Day has firmly established itself as one of the biggest retailing events of the year."
The company's data – gathered from 9,000 ecommerce clients – suggests Southend-on-Sea is the most reomantic city, with more presents bought online in the run-up to last year's Valentine's Day then any other UK city. In second place was Wigan, followed by Sunderland and Ipswich. Hull was the least romantic place.
Postcode Anywhere will be tracking Valentine's Day Spending this year on its Big Data Labs