Retailers Love Valentine's Day

Once again, it appears that romance will help ring the bells of commerce. A recent survey has found that 61.8 percent of U.S. consumers plan to celebrate Valentine's Day, spending an estimated $13.19 billion, according to the National Retail Federation (NRF). While NRF's survey found that the average consumer would spend $97.27 on Valentine's Day this year, down slightly from $99.24 in 2004, it also showed that 61.8 percent of consumers plan to celebrate the holiday, up from 59.8 percent one year ago.

While last year's Valentine's Day spending was fueled by those between 18 - 24, spending this year will be driven by middle-aged consumers. Consumers aged 45 - 54 will spend $118.11 each this year, more than any other category -- and higher than the $88.96 the group spent in 2004. Young adults will be cutting back spending this year, from $154.65 last year to just $83.50 in 2005.

For booksellers looking to tap into this consumer spending, Book Sense offers two important marketing opportunities: the Book Sense 2005 Valentine's Day Top Ten and the Hyperion PS, I Love You Book Sense gift card and presenter. PS, I Love You, just released in trade paperback, is Cecelia Ahern's bestselling debut novel and a 2004 March/April Book Sense Pick.

The special gift card is being provided to booksellers in the Book Sense program by Hyperion at no charge. The cards are perfect for display at the counter, in the window, or on a table with books. (The PS, I Love You gift cards -- as is the case with all Book Sense gift cards -- are not valid until activated by an authorized bookseller.)

In a letter to Book Sense booksellers, Jane Comins, director of marketing, associate publisher, trade paperbacks, for Hyperion, wrote, "We hope [booksellers] will want to merchandise [these beautifully designed cards] in their stores through Valentine's Day and beyond. They're the perfect way for bookstore patrons to give the joy of reading to someone they love."

The Book Sense 2005 Valentine's Day Top Ten, produced in conjunction with the Association of American Publishers' (AAP) Get Caught Reading initiative, offers booksellers 10 wonderful titles for adults and children to read and enjoy. Book Sense would love to hear from booksellers regarding their Valentine's Day marketing efforts, and encourages booksellers to send photos of displays in an e-mail to Dan Cullen at [email protected]. Many thanks in advance!