A Valentine’s Day flower frenzy is kicking off the first major retail holiday of 2015. According to the National Retail Federation (NRF), nearly 38% of consumers will be buying flowers, spending a total of $2.1bn, this Valentine’s Day.
SLI Systems, a worldwide e-commerce acceleration provider for mid- to large-size internet retailers worldwide, found that while among the top five colors of roses, the most traditionally romantic colour ‘red’ lead with only 47% popularity, followed by pink (19%), white (16%), yellow (12%) and blue (6%).
SLI studied site search activity across top gourmet gift, jewellery, and floral retail websites based in the US, UK and Australia, analysing more than 200,000 consumer searches taking place between 1-10 February 2015. This infographic shares the highlights from the study.
“During the weeks leading up to Valentine’s Day, our data team uncovered that food and jewelry categories saw expected popularity of chocolate and diamonds,” said Tim Callan, CMO, SLI Systems. “However, what we didn’t expect to see was that among the top five rose colors, searches for the romantic color ‘red’ received less than 50% interest. This may signal a broader range of recipients and meaning.”
The top five most-searched flowers for Valentine’s Day 2015, in order:
- Roses (six times more searches than closest competitor)
Additional findings from the Valentine’s Day study include:
- Peak Day: on 9 February, there were 20,755 searches for flowers, which was higher than the peak flowers search day during the 2014 Christmas holiday season (Dec 22, 2014 at 19,651)
- Flower Type: the top five most popular flower searches were for Rose at 64%, Lily at 11%, Tulip at 7%, and Orchid and Daisy both at 6%
- Jewelry Stone: the top five most popular stone searches were Diamond at 56%, Sapphire at 11%, Emerald at 9%, Pearl at 7%, and Ruby at 7%
- Jewelry Type: rings prevail at Valentine’s, like many other times of year. The most popular searches were rings at 71%, necklaces/pendants at 15%, earrings at 9%, and bracelets at 5%.
- Food: chocolate had the most searches, followed by baskets, and then wine