February needs a little bit of festivity amidst the cold, gray days, right? That’s why we’re all for chocolate, sending Valentine’s, and embracing a Hallmark holiday — and apparently so are lots of consumers. So, we ran a Contextual Study looking at consumers celebrating Valentine’s Day by planning Valentine’s Day dates to reveal insights on their favorite activities, romantic endeavors, and more.
What is Resonate Contextual Research?
Resonate Contextual Research is a solution that delivers custom research in lightning speed. Using hyper-targeted custom keywords, Resonate collects and analyzes digital behavior for insights and activation. The custom topics selected leverage Resonate’s scale of 15 billion daily events and are delivered within days.
Spoiler: we also did one on online dating. Stay tuned.
Meet the Consumers Planning Valentine’s Day Dates
For this Contextual Study, we looked at consumers who were researching and planning Valentine’s Day dates to get an idea of what they enjoy, what they might be planning, and how their Valentines can step in and plan something perfectly romantic this year.
The Women Are Doing the Heavy Lifting…
It’s time for some partners out there to step it up. 64% of consumers who are researching and planning Valentine’s Day date ideas are female and 41% have children under 18 at home. They’re millennials driven by romantic love, living an exciting life, and enjoying life’s pleasures. Additionally, 23% have a household income of $150K+, so there is money to be spent on this Hallmark holiday.
Source: The Resonate Ignite Platform, February 2022
Take Them to the Movies
What’s more classic than dinner and a movie? These consumer are 69% more likely to go to the movies specifically for a date and 75% more likely to choose a romance.
Source: The Resonate Ignite Platform, February 2022
Get Them Out and About (Or Book That Weekend Away!)
The consumers researching Valentine’s Day date ideas are an active bunch. If there’s a hobby, they’re on it. They’re 80% more likely to say they enjoy music, 102% more likely to go hiking or camping, and 153% more likely to go on a beach or a lake vacation. So, take the reins from these planners, we promise you won’t have trouble coming up with an idea!
Source: The Resonate Ignite Platform, February 2022
Of Course, a Night In Isn’t So Bad
If all else fails, remember going out on Valentine’s Day is for amateurs, right? These lovestruck consumers are 74% more likely to consider choosing a new wine so pick up a new-to-you varietal, order a pizza (they’re 16% more likely to order more than once a month!), put on one of their favorite romantic shows, Modern Love, and call it a day.
Source: The Resonate Ignite Platform, February 2022
Now, Let’s Talk About Planning Valentine’s Day Dates Research We Can Do For You
Curious about another audience? Let’s talk about the custom research audiences that Resonate can create for you. Contextual audiences, like this one, can be created in just a matter of days, while in-depth Spark and Flash Studies can tap into custom questions that get at your most burning consumer research needs. Request a demo today to get started.
