For me (Generation X) Valentine’s Day could have a lot of pressure, especially at school. Some girls needed help getting all their flowers home while others snuck out the back door.
While I was Googling my typical “go to” Valentine’s Day content (the meaning of different rose colors) I got distracted by this article, “Millennials and Valentine’s Day”. After reading the article I thought, “Those millennials have it going on… AGAIN!”
According to a survey of 13-32 year olds, more than half think Valentine’s Day is over-rated and don’t care about the holiday, but more than half admitted to celebrating the holiday, so what gives?
Most of this generation grew up where giving out valentines in school meant you had to give one to everybody in your class. So what better excuse do you need to throw a party for everyone? About half planned to get something for a significant other, but almost everyone in that group planned to get a gift for a family member or friend. Have you heard of Galentine’s Day?
About a quarter of these millennial’s planned to avoid public places on Valentine’s Day, so how about a 10% discount for online deliveries that day? Remember the “Family Matters” promo? Maybe we could show the family some love by serving a home cooked meal?
So what does this mean for retailers in my perspective? Valentine’s Day is not going away, but maybe scale back a bit on the romance by getting more friend-related gifts. Like yellow roses.