How Sweet It Is! RMS ViewPoint Research Panel Valentine’s Day Survey
Article by Katya Dashkevich, RMS Research Associate –
RMS conducted a Winter Survey with our ViewPoint Panel Members about their plans for the season and how they keep themselves busy during this time of year. Additionally, we asked whether they celebrate Valentine’s Day and their favorite ways to celebrate.
In total, 799 participants reported celebrating Valentine’s Day.
Most people (79%) celebrated Valentine’s Day, while 21% did not. When participants were asked what kind of gifts they preferred to receive, most preferred a fun experience (63%) over a thoughtful gift (33%), with a small percentage (5%) choosing other options. Among the participants that said “other,” 38% valued quality time with loved ones, 44% stated neither, and 22% said that they wanted both a gift and an experience.
It’s the Thought that Counts
When it comes to planning for Valentine’s Day, 14% start their planning more than a month in advance, 40% of participants prepare 2–3 weeks in advance, 28% start planning a week before, and 18% start making arrangements less than a week ahead.
It’s a Date!
Participants were also asked about their favorite way to celebrate. In total, 59% of participants favored a date involving food, whether by going out for lunch or dinner or having a meal at home with their family or significant other. Spending quality time with a significant other or loved one was preferred by 21%, while 15% enjoyed receiving gifts. A smaller percentage chose a movie night (3%) or traveling somewhere or taking a vacation (1%).
Romantic Getaways
Our ViewPoint participants were also asked where they would spend Valentine’s Day if they could spend it anywhere in the world.
Some of the top responses included:
- At Home – 87 mentions
- On A Beach/warm climate – 87 mentions
- Paris – 82 mentions
- Italy – 64 mentions
- Hawaii – 42 mentions
- Disney – 22 mentions
- France – 20 mentions
- With Family – 19 mentions
- Ireland – 16 mentions
- Greece – 15 mentions
- Cabin Trip – 12 mentions
- Aruba – 10 mentions
- Europe – 10 mentions
- On A Cruise – 10 mentions
Overall, the results from the Winter Survey show that Valentine’s Day remains a widely celebrated holiday. Most participants prefer to spend the day with loved ones having meaningful experiences, quality time, or shared meals. While planning habits vary, most respondents prepare at least a few weeks in advance. With these insights we can have a glimpse into how some people choose to spend their Valentine’s Day! At RMS, we regularly engage with our ViewPoint Panel Members for fun surveys and exclusive research opportunities. These opportunities not only allow members to share their opinions on a variety of topics but also provide a chance to earn money for their valuable insights. If you’re interested in joining, sign up HERE!
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About the Author – Katya Dashkevich
Katya brings years of market research experience to the RMS Analytics Department, programming surveys, coordinating recruitment, and cleaning, analyzing, and reporting survey data. Katya also supports many other divisions at RMS, including helping with phone recruitment in our call center or research needs within our healthcare division.
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About RMS
Research & Marketing Strategies, Inc. (RMS) is a full-service market research firm in Central New York. Formed in 2002, RMS helps organizations that are looking to know more about their customers and/or potential customers. We conduct surveys, focus groups, mystery shopping, studies, and analyses. Each project is customized and gets personal attention so that actionable, data-driven findings are delivered. RMS has a reputation for getting results. We offer an independent, professional means to conduct telephone, on-line, and mail surveying, as well as in-depth interviews, intercept interviews, and participant recruitment. We also host discussion groups through QualiSight, our onsite call center and focus group facility. We have a proven reputation for successfully recruiting and moderating focus groups, community forums, and town meetings.