There are likely to be no records on Valentine’s Day 2024
Published: Wednesday, Feb 14th 2024, 15:31
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Roses, chocolates, sex toys: business is booming in many Swiss stores this Valentine's Day. However, the tense economic situation could put a damper on the desire to buy this year.
The online retailer Fleurop says that "the music has been playing since yesterday evening." The florist sold 16 times as much on February 14 as on a normal day, said Fleurop spokeswoman Gabi Hophan at the request of the news agency AWP.
According to Hophan, red roses are traditionally the best sellers. In recent years, however, the demand for spring flowers in shades of pink has also increased.
Exotic products are also increasingly in demand. These include so-called "men's plants" - potted plants that bear men's names and are considered particularly easy to care for. For example, the succulents "Max - Always there for you" or "Bill - Money, money, money" are on offer. They are mainly bought by women.
Chocolate is also known to be very popular on the "Day of Love". As Läderach reports, Valentine's Day has become significantly more important both nationally and internationally in recent years. In this country, it now even generates more sales than Mother's Day. Chocolate hearts are particularly popular.
2024 probably "not a year of records"
Despite initial positive reports, Nordal Cavadini, retail expert at consulting firm Alix Partners, does not expect 2024 to be a record year for the special day. "People are currently thinking twice about spending that is not necessary." This is because inflation and rising fixed prices have made many people more reluctant to spend, especially in the non-food sector.
In contrast to promotional days such as "Black Friday" in the last week of November, Valentine's Day is also less known for discounts. "People don't want a gift to look cheap," says Cavadini. The shopping occasion is therefore more comparable to Christmas. Business there has recently been subdued compared to previous years.
In particular, the gifting of shared experiences, which are common on Valentine's Day, could have benefited less: Also because the day falls on a Wednesday, short trips to hotels, for example, would be less popular.
Staff increases necessary
Finally, bundled consumption also leads to challenges on Valentine's Day. According to Fleurop, customers have been increasingly turning to online purchases at short notice since coronavirus. The option of ordering flower arrangements by 3 p.m. on Valentine's Day, which are delivered the same evening, is being actively used.
This requires local flower stores to increase their staff: Employees have to be on call to cut and deliver the bouquets ordered online. In stationary retail, on the other hand, you have to make do with what is still on offer at the end of the day.
However, other popular products such as lingerie and perfumes will probably continue to be bought primarily in stores. As retail expert Cavadini says: "People want to be able to touch or smell them."
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