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Sentimental shoppers prompt Valentines gifting to blossom in 2021

Gaelle Walker
16 February 2021

Sales of Valentines Day gifting items through Clearpay rose by 15% this year compared to 2020 as locked-down lovers splashed their cash on fragrance, jewellery and lingerie, in lieu of romantic meals out, new data from the ‘buy now pay later’ service revealed.

Valentines Day carts featured an average of three items per Clearpay visit, worth an average of £63 and men spent an average of £16 more than women on their partners.

Sales of both women’s fragrances and men’s aftershave more than doubled during the period from 1 January 2021 to 14 February, compared to the year before, while jewellery doubled.

Sales of lingerie, which Clearpay has recently extended with new styles from top UK brands and small local retailers, increased 14-fold.

The Pandora jewellery brand accounted for all of Clearpay’s top 10 jewellery items sold, indicating that shoppers were being drawn towards sentimental gifts and personalised pieces during the tough times, Clearpay said.

Commenting on the findings, retail psychologist Shakaila Forbes-Bell added: “There is a vast body of research which reveals that in times of crisis people become more altruistic and are prone to greater acts of kindness.

“These findings may explain why people were willing to splurge a little more on their special someone this Valentine’s Day.”

“Jewellery, especially personalised pieces, holds a tonne of sentimental value, known for its symbolic and self-expressive qualities.

Jimmy Choo Illicit Eau de Parfum Spray topped Clearpay’s most purchased perfumes in the period, followed by Carolina Herrera Good Girl Eau de Parfum, Jo Malone Myrrh & Tonka Cologne Intense, Lancôme Idole Eau de Parfum and Jo Malone Pomegranate Noir Cologne.

The highest levels of browsing during the period took place between 7pm and 9pm.

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