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Hugs and Disses: Valentine's Day Insights from Arc

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Have you ever felt like your partner missed the mark on Valentine’s Day? Arc, the brand activation agency within the Leo Burnett Group, is here to make sure that this year Cupid’s arrow hits its target. A new survey reveals the truth about how people really feel about Valentine’s Day. Based on the responses of a gender balanced and generationally representative group of men and women aged 21-69, the U.S.-based survey, “Hugs and Disses” uncovers the differences between how men and women approach Valentine’s Day as well as statistics specific to different generations.

Arc shares these national survey results that help us better understand consumer behavior and attitudes surrounding Valentine’s Day. The survey is an extension of Humans Being, an ongoing exploration that pieces together the story of us. It’s a study on the changing face of humanity in culture, society, emotion, values and the human condition.

“As marketers, we’re always seeking to better understand how people think and behave in the real world,” said Nick Jones, EVP, retail practice lead, Arc Chicago. “The survey gives us a glimpse into the personal expectations, purchasing behaviors and attitudes of couples as they celebrate this annual romantic holiday.”

Published in: Lifestyle, Marketing
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Hugs and Disses: Valentine's Day Insights from Arc

  1. 1. 14 Tous Some things guys and gals do agree on? Less hot, more bothered? Some gifts just miss the mark. You got me what? His way, her way...and then, there’s Valentine’s Day. I You ADM IT ONE ADMIT ONE 14 Tous It’satotalsmoochfest. Over 80%expectakissandnearlyhalfexpect alittlesomethin’somethin’more. Tugatmyheartstrings…ormytooth? 10% of menthinktheday’sonlyslightlybetterthangettinga toothpulled,andnearly double the women vs.menenjoythe holiday.(48%vs.28%) Openyourheart...okay,yourwallet. 37% of menthinkValentine’sDayisatotalracket. Moremoneyformyhoney. Mencoughupabout$137whilewomenspendonly$86. Ireallyoughta. Menare4 times more likelytogiveagiftoutofobligation. Butdon’tbefooled,13% of womenseerightthroughthis. Deareveryone. Ladiesaremorethantwice as likely topostapublic Valentine’sgreetingonsocialmedia. Practicalmakesperfect? Formen,thatis.23%valueapracticalgiftvs.14% of women. Asurprise?Forme?! Youshouldhave!Themostvaluablegifttowomen turnsouttobe,surprise!Asurprise!(35%) Willsheorwon’the? 22% of mendon’texpecttoreceiveathing,whileonly 8% of womenthinkthey’llendthedayempty-handed. Doyoufeelspecial? Welldoya?25% of menseeitasjustanotherday. Um,sweetiepie? Nicetry.28% of womengivecandy,but,oopsies!, only12% of menwantit. Takemeout.Fine,don’t. 39% of women wantaneveningoutataspecialevent. Toobadonly20% of menactuallyplanonthis. CanwePLEASE juststayin? 33% of women wantaromanticeveningathome. Troubleonthehomefront?Only18% of menactually havethisinmind. Notfeelingthesparks. 17% of menwanttoreceiveelectronics,butonly 4% of womenplantoelectrifythedaywithsuchagift. Theworstthingyoucangiveaguyonthis cuddliestofdays? Anythingofthestuffedanimal variety.Hemaybeasoftieatheart,butdon’tplushit. Andwordtothewise? HomeisNOTwhereherheartis.Givealadyhome decor,andshejustmayblowoutthecandles,close thecurtainsandslamthedoorinyourface. That’ssonotfair. 30% of womenareatleastsomewhatenvious ofhowothersaretreatedbytheirValentine. Wetakeoursweettime. Boy(orgirl!)doweprocrastinate!Over 40%ofuswait untilthelastweektodecidewhattogetourValentines. Dinner,please! Dinneroutisthe#1thingmenandwomenplan ongiving.Feedingrightintothis?It’salsothegift theymosthopetoreceive. Ididthisforyou...Imeanme...Imeanus. Choosingapresentbothenjoyissomethingthat 49% of menand55% of womentrytodo. P.S.thismeansIloveyou. Womenare25% more likelytogive theirgiftasasignoflove. Some things guys and gals do agree on? Less hot, more bothered? Some gifts just miss the mark. You got me what? His way, her way...and then, there’s Valentine’s Day. I You ADM IT ONE ADMIT ONE Valentine’s Day means the same thing to everyone...right? Well, not so fast. From kisses to misses, we explore the very different ways ladies and gents think about the heart-filled day. ©2015. Leo Burnett Company, Inc. All rights reserved. an exploration that pieces together the story of us.

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