Two-thirds of Gen Zers to celebrate Valentine’s Day

Valentine’s Day is here, and both Gen Zers and Millennials will be celebrating — even more so than the overall population, according to a report by data analytics firm Numerator. 

The group’s Valentine’s Day survey shows that two-thirds of those in the Gen Z cohort plan to celebrate this year. That’s slightly higher than the 64% of Millennials who plan to celebrate and 61% of overall consumers, according to the report. 

Nearly all of those who plan to celebrate the holiday said they will make a purchase of some sort, and the biggest winner is candy. Ninety-six percent said they’ll buy something, and nearly half (49%) plan to buy some candy for a loved one. Another 47% said they plan to purchase gifts, 43% will buy food, and 17% alcoholic beverages. 

Big box stores are likely to be the big winners this year, as 40% of respondents said that’s where they plan to make their purchases. Thirty-three percent will buy their Valentine’s Day presents at grocery stores, while 27% and 23% will make their purchases at online retailers and discount or dollar stores, respectively. 

Last year, during the four-week lead-up to the holiday, 84% of households across the nation bought candy. Forty percent of those specifically bought Valentine’s Day candy, the report said.

In 2023, the biggest candy retailers for Valentine’s Day were Walmart, Target, Dollar Tree, Kroger, and Dollar General, the report said. Dollar Tree and Dollar General experienced 26% and 35% sales lifts during the holiday, the report noted.

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According to a Numerator survey, nearly  all of those who plan to celebrate Valentine's Day said they will make a purchase of some sort, and the biggest winner is candy. Ninety-six percent said they’ll buy something, and nearly half (49%) plan to buy some candy for a loved one. Was candy the most popular item in your store, or was it something else this year? 

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