New research using UK Google searches has found that couples are almost twice as likely to celebrate Valentine’s Day at home this year versus previous years when there wasn’t a Cost of Living crisis.
Analysis of consumers’ planned habits for the season of love shows that couples are 20 per cent more likely to cook at home rather than go out for dinner, and four times more likely to whip something up themselves versus ordering in a takeaway.
But, while British pairings may be cutting back on their out of home spend, they’re fully focused on keeping their at-home date night as romantic as possible, according to the data analysed by retailer La Redoute.
The fashion and homeware brand found that top trending searches this week include specific browsing for Valentine’s Day lingerie, pyjamas, jammies and bedding – suggesting that shoppers are planning on making the most of their romantic time at-home.
Contrastingly, many are looking to keep their partner dressed; the data show’s we’re twice as likely to gift clothing as we are underwear, intimating that the lingerie browsing is for the shopper and not their other half.
Social media may also see an influx of new baby announcements on 14 February 2023, as searches for ‘Valentine’s Day baby announcement products’ have also been trending since the start of the year.
Sarah Link, Head of Marketing at La Redoute, said: “With everyone tightening their purses and being more savvy this year, it’s no surprise that people are opting to stay in this Valentine’s Day. By updating your fashion, and home surroundings to fit the mood of the evening, your date night can be even more bespoke and magical. At La Redoute, we’re eager to prove that a date night at home can be just as romantic, with a selection of cocktail making kits, pizza boards and pillar candles to up the romance levels.
“Our silky pyjamas and lacy lingerie will also make sure your partner’s heart is fluttering this February.”
La Redoute’s Valentine’s Day collection is available throughout the month, with up to 30 per cent off selected fashion and homeware pieces to help bring romance into the home. Visit the brand’s blog for further inspiration. To shop La Redoute’s Valentine’s Day collection, visit: https://www.laredoute.co.uk/alt/valentinesday.aspx.