960 million – that’s how much Swedes are expected to spend before Valentine’s Day. This is a big loss compared to last year when the forecast was 1.3 billion.
The report is backed by industry organization Swedish Trade, whose gift expert Brill Ivarsson believes the uncertain global situation could be the reason for the sudden decline.
– The week we asked the questions was in the middle of the Greenland crisis, and I think it leaves its mark. Maybe not with the individual, but with us as a collective and as a country, he says.
Undisputed number one on the list The most common gifts are flowers, followed by chocolate and Valentine’s Day cards, according to the Svensk Handel survey.
The most overrated gesture of love, however, is a social media post. Even teddy bears and heart-shaped gifts are on this list.
– I can understand that it is considered overrated to share this rather private moment that you experience with your partner or family for everyone to see. And as a gift recipient, you rarely feel better when you see someone else’s Valentine’s Day being celebrated in Bali, says Brill Ivarsson and continues:
– It’s still telling, I think, maybe you’re tired of sharing everything you do with the rest of the world.
Facts.Valentine’s Day trading with numbers
● Swedes are expected to spend as a whole 960 million Crown.
● 46 percent plan to spend money on gifts, and 54 percent of them indicate that they will buy flowers.
● 256 SEK is the average purchase amount.
● Mixing 35-44 year olds is the holiday the most popular, 59 percent in the age group say they will pay attention to the day.
Source: Swedish Trade
It’s Valentine’s Day a big day for Swedish trading, especially physical trading. Almost 80 percent of respondents plan to do their gift shopping in-store rather than online.
– It is an important day because February is a weak trading month, even the weakest of the whole year, both in consumer goods and consumer goods trading, says Brill Ivarsson.
Despite a chilly forecast and back-to-back crises, he hopes the day can provide a much-needed break from worries.
– Perhaps during these troubled times you are turning inward and more concerned with actually showing appreciation for one another. It’s never been more important to celebrate Valentine’s Day than now, he says.
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