Valentine's Day Study: Hershey's Tops Dove for Most Popular Valentine's Day Chocolate

Men are 1.6x as likely as women to buy expensive gifts for Valentine's Day. Other notable findings include...

Valentine's Day Study: Hershey's Tops Dove for Most Popular Valentine's Day Chocolate

HERSHEY'S IS THE MOST COVETED CHOCOLATE BRAND

According to the Pollfish Valentine's Day National Survey — a survey of 1,000 American consumers by Pollfish [www.pollfish.com], the world's leading self-service mobile survey and market research platform — men are 1.6x as likely as women to buy expensive gifts for Valentine's Day. Other notable findings include:
 
*** POLLFISH VALENTINE'S DAY NATIONAL SURVEY ***
 
A. AMERICANS MOST WANT TO BUY EDIBLE GIFTS FOR VALENTINE'S DAY
Q: Which types of products would you like to buy for your significant other on Valentine's Day?
 
1. Dinner or drinks (58%)
2. Chocolates or candy (54%)
3. Flowers (40%)
4. Greeting cards (38%)
5. Clothing or accessories (31%)
 
B. HERSHEY'S IS THE MOST COVETED CHOCOLATE BRAND
Q: Which chocolate brands would you most like to buy for your significant other on Valentine's Day?
 
1. Hershey's (50%)
2. Dove (40%)
3. Russell Stover (36%)
4. Ghirardelli (34%)
5. Godiva (32%)
 
C. ZALES IS THE MOST COVETED JEWELRY STORE
Q: From which store would you most like to buy jewelry for your significant other on Valentine's Day?
 
1. Zales (37%)
2. Kays (37%)
3. Jared (29%)
4. Pandora (23%)
5. Tiffany & Co (20%)
 
D. MEN ARE ALMOST TWICE AS LIKELY AS WOMEN TO BUY EXPENSIVE GIFTS

Men are 1.6x as likely as women to buy expensive Valentine's Day gifts. 55% of men and 33% of women intend to spend $50 or more on their significant other this year.

E. AMERICANS PREFER TO EAT AT RED LOBSTER
Q: How likely are you to recommend eating at this national chain restaurant for Valentine's Day to a friend or colleague? Net promoter score, aka NPS, measures customer satisfaction and brand perception on a scale of -100 to +100. (A positive, high score means consumers actively recommend the brand; a negative score could mean consumers actively dissuade friends.)
 
1. Red Lobster: NPS of 1
2. Olive Garden: NPS of 0
3. Outback Steakhouse: NPS of -1
4. The Cheesecake Factory: NPS of -4
5. TGI Friday's: NPS of -22

The majority of national chain restaurants received a negative NPS, indicating that most Americans might prefer to dine out at an independent restaurant for Valentine's Day.