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Valentine’s Day traffic rises by almost a fifth: data

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Online shopping increased by 18% in the run up to Valentine’s Day, compared to the same time last year, with February 12th the biggest single day for spending, new data suggests.

Postcode Anywhere’s Big Data Labs analysed data from more than 9,000 ecommerce retailers and found that on February 12 alone, traffic was up by 112% compared to a typical day of the last 12 months, and up by 30% compared to the same day last year. Some 18% of all Valentine’s shopping took place that day – Thursday – when traffic peaked at 8pm.

Guy Mucklow, chief executive of Postcode Anywhere, said: “Traffic for ecommerce retailers peaked on February 12. The peak, which was only eclipsed by the Christmas and Easter build up was 112% up on a typical day in the last twelve months.

“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 £1bn 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.”

Not all shoppers were last-minute shoppers: another peak came on February 9 when traffic was 34% higher than the same date last year. Jewellers saw traffic rise by 8% compared to last year, while florists saw traffic fall by 6% in the course of the week. Lingerie sales peaked on Sunday February 8 at between 9pm and 10pm, the data suggested, while adult gift sales peaked between 10pm and 11pm on Monday February 9.

The most romantic spots were Galashiels, Southend-on-Sea, Stoke-on-Trent, Croydon and Newcastle-upon-Tyne.

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