By Mark Davidson
Women expect lavish gifts Valentine could be set up for disappointment if 2010 is used as a gauge, new research shows.
The information compiled by market research firm Kantar's World Panel GiftTrak showed that men gifts purchased 25 per cent less in 2010 than in 2009, and experts believe that this trend will continue in 2011.
The survey showed that just over 11 million Valentine's gifts were purchased last year, up 16 percent year over year.
Alex Seron, Consumer Insight Director Kantar GiftTrak World Panel, said: "The fact that Valentine's Day fell on a Sunday last year certainly contributed to the decrease in the purchase of gifts, because more than one partner may be ready for is like breakfast in bed, instead of, or to take advantage of supermarket offers a meal.
"Retailers have to be optimistic about this year's Valentine's Day falls on Monday. However, the prospects are not rosy for all retailers as people continue to want to spend less of their loved ones this year.
"When buying gifts, we find that the flowers, candy and jewelry are traditionally popular Valentine's Day present for women and sales of these donations are amplified in the standby mode until 14 February. For men, gifts may include clothing, confectionery and toiletries. "
Kantar says supermarkets continue to enter the romance market, increasing its stake to 42 percent last year. And in this campaign today, the spirit of the Cooperative has released a special marketing Valentine television for customers to buy your special meal for two.