SOURCE: Horizon Media

February 12, 2015 07:55 ET

Horizon Media Study Finds Valentine's Day Favors Tradition Over Technology

Snail Mail and Brick and Mortar Purchases Still Lead the Way on Valentine's Day

NEW YORK, NY--(Marketwired - February 12, 2015) - According to the Horizon Media Finger on the Pulse Study -- the agency's proprietary online research community, comprised of 3,000 people reflective of the U.S. population -- it appears that love is in the air for Valentine's Day. Almost three quarters (74%) of American adults say they will celebrate Valentine's Day this year.

Almost three quarters (73%) of adults say sending a valentine is one way they'll celebrate. For most, tradition triumphs over technology, and sending a greeting card in the mail is still the most popular choice for spreading the love. Almost half (48%) of those surveyed, agree with the statement: "I'm old school. I will go the greeting card route," while 7% will post to Facebook, 6% will send an email or e-card, and 6% say a text message will suffice.

Not surprisingly, Valentine's Day remains a holiday celebrating women; 77% of females say they will celebrate versus 68% of men. However, it is men that will make the register ring. Aside from greeting cards, men are much more likely to spend on Valentine's Day gifts, particularly romantic gifts such as candy (46%), a nice dinner (40%) flowers (41%), jewelry (10%), or getaways (11%).

When it comes to where Valentine's Day purchases are being made, it remains a brick and mortar holiday. Gifts are overwhelming bought in-stores (91%) as opposed to online (22%). According to respondents, men are more likely than women to go digital when it comes to purchasing a gift; 31% of men will go online versus 17% of women.

"Valentine's Day is perhaps one of the only holidays that hasn't gone high tech," said Sheri Roder, Chief of WHY at Horizon Media. "Most people still send physical greeting cards. It's a holiday that reflects our basic needs as humans -- which is to connect in real time with others. A real signature -- not a digital one -- on a physical card lets us literally 'feel the love'. Despite all the advances in digital technology, there are times when this kind of tangible connection is required, and Valentine's Day is certainly one of those times. Men, in particular, see it as a time to spend on romance, whereas women see it more as a family event. This underscores the opportunity to create real-time experiences, whether romantic or familial."

The research shows that Valentine's Day can be familial rather than romantic. Children are a big part of the holiday, as 34% of American adults surveyed will purchase gifts for their children. However, women (45%) are more than twice as likely as men (17%) to do so. When it comes to celebrating with other members of the family, pets triumph over parents; 10% will celebrate with pets, 4% with their parents, and 2% with their siblings. 

For those who won't be celebrating Valentine's Day, not having a significant other to celebrate with is the main reason why (48%). Others forgo the holiday because "It's not a real holiday" (13%), they just don't like it (10%), or say that it has become "too commercial" (10%).

Finger on the Pulse empowers the agency to connect directly with 3,000 consumers, diving beneath the surface of beliefs and behaviors to uncover critical insights. 

About Horizon Media
Horizon Media, Inc. is the largest and fastest growing privately held media services agency in the world. The company was founded in 1989, is headquartered in New York and has offices in Los Angeles, San Diego, and Chicago. Horizon Media was chosen as 2011 Independent Media Agency of the Year by Mediapost, 2010 U.S. Media Agency of the Year by Adweek, Brandweek, and Mediaweek as well as by Ad Age and as one of the world's ten most innovative marketing and advertising companies by Fast Company in 2011. In 2012, Bill Koenigsberg, President, CEO and Founder, was honored by Advertising Age as Industry Executive of the Year. Most recently, in 2014, Bill Koenigsberg was named 4As Chair of the Board and is the first person from a media agency to hold this prestigious position in the 100 year history of the 4As, the marketing industry's leading trade association.

The company's mission is "To create the most meaningful brand connections within the lives of people everywhere." By delivering on this mission through a holistic approach to brand marketing, Horizon Media has become one of the largest and fastest-growing media agencies in the industry, with estimated billings of over $4.7 billion and over 1000 employees.

The company is also a founding member of Columbus Media International, a multi-national partnership of independent media agencies. For more information, please visit horizonmedia.com.

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