5 Stats That Show Gen Z & Millennials’ Nontraditional Take On Valentine’s Day

Valentine’s Day is coming up, and though young consumers have mixed feelings about the holiday, they’re still planning to spend…

More than half (55%) of 13-36-year-olds plan to celebrate Valentine's Day next week, according to YPulse’s research. And while they might not all have stars (or hearts) in their eyes, their plans for the day do add up to a lot of spending.

Fifty-two percent of 13-36-year-olds plan to give someone a gift for Valentine’s Day, and they estimate they’ll spend an average of about $88—which means that these young consumers have over $5 billion in estimated spending power for this holiday on gifts alone. That’s not including their inevitable date night costs. Half of 13-36-year-olds, and 57% of 18-36-year-olds, told us they think they’ll be going on a date for Valentine’s Day. A date night also tops the list of gifts that young consumers say they’d like to get—typical of their experience-focused mentality. Last year, older Millennials were the biggest-spending age group on Valentine’s Day, according to the National Retail Federation. They found that 25-34-year-olds in the U.S. planned on spending an average of $202.76, compared to an overall average of $143.56—for a cumulative total of $19.6 billion. They were also 18% more likely than the average adult to gift an experience, instead of an item.

Our survey on their Valentine’s Day plans and preferences explored exactly what young consumers have in mind for the day—and with all that spending clout on the table, brands should know that they’ve got a somewhat non-traditional approach to the holiday. Yes, flowers and chocolate and cards are still mainstays, but their feelings about how Valentine’s should be spent, and who should be celebrated with, aren’t all about romance. Here are five stats that show that they’ve…


Want to talk to us about the article
or dive into a custom study?

The Newsfeed

Quote of the Day: “Most social media is an echo-chamber for immaturity.”—Male, 30, MD

Violent video games don’t cause violent behavior, according to “one of the most definitive [studies] to date.” At a time when several states are considering tacking on extra taxes to violent video games, the Oxford Internet Institute’s study found that playing content considered violent did not cause 14-15-year-olds in the U.K. to act more aggressively. The study’s co-author says that previous studies have been influenced by “researcher biases” that led to studies that gave “undue weight to the moral panic surrounding video games.” (GamesIndustry.biz)

A new rosé brand is winning over Millennials with its Instagrammable bottle. The Wonderful Company, known for brands like Fiji Water and Pistachios, brought a new wine brand to market just in time for Valentine’s Day—and it’s already outselling their other labels. JNSQ (an acronym for the French phrase “je ne sais quoi”) sells rosé and sauvignon blanc that come in glass containers designed to look like retro perfume bottles. Influencers and a national marketing campaign helped propel the brand. (Adweek)

Minecraft for mobile made more money than ever in 2018. According to Sensor Tower, the gaming sensation’s mobile version raked in $110 million last year, rising 7% from last year. In addition, 48% of that revenue came from the U.S., followed by just 6.6% from Great Britain. All eyes may be on Fortnite, but the Minecraft Effect still has a hold on young gamers, and Gen Z & Millennials still rank the game as one of their favorites. (Venture Beat)

Nostalgic Millennials can soon set sail on a Golden Girls-themed cruise. The experiential, adults-only cruise will include themed activities like a “One Night in St. Olaf Dance Party,” a game of Ugel and Flugel, and a costume contest for fans dressed up as the main characters. There will also be plenty of trivia, bingo, and cheesecake on this five-night experience aboard the Celebrity Infinity. This isn’t the only cruise ship catering to adults recently; Virgin’s first cruise ship is 18-and-up-only and even has a tattoo parlor on board. (People)

Daquan, the meme account with 12 million followers, is teaming up with All Def Media for a slate of original content. The premium videos will signal a departure from what Daquan is known for: gritty, homemade content that ranges like blurry SpongeBob SquarePants screenshots transformed into memes via clever captions. The new videos will debut across All Def Media and Daquan’s social channels, which include Instagram, Facebook, Snapchat, IGTV, and YouTube. (Tubefilter)

Quote of the Day: “I think social media can bring light to issues that are of importance such as animal rescue and environmental awareness.”—Female, 22, MI

Sign Up Now

Subscribe for premium access to our content, data, and tools.

Already a subscriber? Sign in.

Upgrade Now

Upgrade for full access to the best marketing tools for understanding the next generation.

View our Client Case Studies