Once kids are in the equation, are parents losing their Valentine's Day mojo?

We surveyed 1,000 consumers in the UK to discover what British families’ perceptions are towards Valentine’s Day, and the results are quite intriguing...
By
Daniel Aron

February 26, 2018

Still recovering from Valentine’s Day shenanigans? Already thinking about what to do next year? Or, can you not stand the ‘commercialised nonsense’?

Here at Morar HPI, we surveyed 1000 consumers in the UK to discover what British families’ perceptions are towards Valentine’s Day, and the results are quite intriguing...

It seems that parents are still feeling the love, with 51% marking the occasion this year and cheekily enough, 21% taking the opportunity to spruce things up in the bedroom. Parents, it seems, are also more likely to make it count with 59% saying they are putting more effort in this year, compared to just 16% of those without kids. 

Brands should never cease to forget that the Valentine’s day romance doesn’t stop for families with kids – a sizeable demand exists within the market. This is evidenced through the Telegraph’s report, stating that “more parents and children are sending each other Valentine's cards”. Clinton Cards revealed that family Valentine’s cards sales are increasing at a rate of around 20% a year.

Tom Daley chose the day to announce that he and his husband were planning to start a family. Let’s hope it will be the first of many happy valentine’s once he becomes a Dad and joins the ranks of UK families.

Until next year…

Morar HPI’s Home and Family division offers a full range of insight capabilities combined with home, family and financial sector expertise to create bespoke solutions that inform and inspire clients.  To find out more please contact Caroline Hawkings (caroline.hawkings@morarhpi.com) or myself (daniel.aron@morarhpi.com).

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