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Sears' Valentine's Day survey reveals gifting trends

February 1, 2012

About 40 percent of the men and women in relationships expect to get engaged on Valentine's Day this year, according to a survey conducted by Sentient Decision Science for Sears, the nation's fourth largest broadline retailer with more than 4,000 full-line and specialty retail stores in the United States and Canada. And for those not yet ready to take the big leap, a choice piece of bling may still be the way to go — nearly one-third of women (29 percent) surveyed would choose jewelry if they could pick only one gift to receive for Valentine's Day this year.

Sears, hoping to profit from the findings, has expanded its assortment of jewelry by 60 percent this year to feature a wider selection of watches, pendants and engagement rings.

Following jewelry, women surveyed said that if they could choose only one gift, they would most want to receive flowers or chocolate (20 percent); perfume (nine percent); the latest technology product (eight percent); lingerie (eight percent); a kitchen or home item (six percent); shoes, handbag or other accessory item (five percent); clothing item (five percent) or a fitness/exercise item (one percent).

About the survey

The Sentient Decision Science Valentine's Day study examines Valentine's Day perceptions and behaviors among U.S. consumers. The research is based on a survey of 1,008 U.S. consumers (600 females, with 454 currently in a relationship and 146 not in a relationship, as well as 408 males currently in a relationship), ages 18 and older, and the data is representative of the U.S. census population.

Read more about consumer behavior.