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US Valentines Day Consumer Spending Trends
Data Science and Analytics
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About
This dataset offers an exploration of Valentine's Day consumer survey data collected by the National Retail Federation (NRF) in the United States. It provides insights into how consumers celebrate Valentine's Day, drawing from over a decade of annual surveys. The data allows for a deep dive into demographic breakdowns of total spending, average spending per person, the types of gifts planned, and the average spending for each gift category. It serves to illuminate consumer behaviour and spending trends related to this annual celebration.
Columns
The dataset is structured across three primary CSV files, each containing specific variables:
historical_spending.csv
- Year: The specific year the survey data was collected.
- PercentCelebrating: The percentage of surveyed individuals celebrating Valentine's Day.
- PerPerson: The average amount of money each person reported spending.
- Candy: The average amount of money spent on candy.
- Flowers: The average amount of money spent on flowers.
- Jewelry: The average amount of money spent on jewellery.
- GreetingCards: The average amount of money spent on greeting cards.
- EveningOut: The average amount of money spent on an evening out.
- Clothing: The average amount of money spent on clothing.
- GiftCards: The average amount of money spent on gift cards.
gifts_age.csv
- Age: The age group of the respondents.
- SpendingCelebrating: The average percentage of spending money on or celebrating Valentine's Day within that age group.
- Candy: The average percentage spent on candy by age group.
- Flowers: The average percentage spent on flowers by age group.
- Jewelry: The average percentage spent on jewellery by age group.
- GreetingCards: The average percentage spent on greeting cards by age group.
- EveningOut: The average percentage spent on an evening out by age group.
- Clothing: The average percentage spent on clothing by age group.
- GiftCards: The average percentage spent on gift cards by age group.
gifts_gender.csv
- Gender: The gender of the respondents, categorised as Men or Women.
- SpendingCelebrating: The average percentage of spending money on or celebrating Valentine's Day within that gender group.
- Candy: The average percentage spent on candy by gender.
- Flowers: The average percentage spent on flowers by gender.
- Jewelry: The average percentage spent on jewellery by gender.
- GreetingCards: The average percentage spent on greeting cards by gender.
- EveningOut: The average percentage spent on an evening out by gender.
- Clothing: The average percentage spent on clothing by gender.
- GiftCards: The average percentage spent on gift cards by gender.
Distribution
The dataset is provided in CSV format, typical for structured data. It consists of three distinct files:
historical_spending.csv, gifts_age.csv, and gifts_gender.csv. While the exact number of rows for all files is not specified, gifts_age.csv is 275 B in size and contains data for 6 unique age values across 9 columns. Specific record counts for historical_spending.csv and gifts_gender.csv are not detailed in the provided information. The data is structured to allow for analysis of trends over time and across different demographic segments.Usage
This dataset is ideal for various analytical purposes, including:
- Analysing historical consumer spending patterns for Valentine's Day over a decade.
- Investigating demographic-specific spending habits, such as how different age groups or genders allocate their Valentine's Day budget.
- Identifying popular gift categories and understanding their prevalence.
- Conducting market research to inform retail strategies and marketing campaigns for holiday seasons.
- Studying consumer behaviour shifts and economic trends related to cultural events.
Coverage
The data covers consumer spending and celebration habits for Valentine's Day in the United States. It spans over a decade of annual surveys conducted by the National Retail Federation. Demographic scope includes breakdowns by age (with 6 unique age categories) and gender (specifically Men and Women), allowing for detailed segment analysis.
License
CC0: Public Domain
Who Can Use It
This dataset is particularly valuable for:
- Retail Analysts and Businesses: To understand market trends, forecast demand for gifts, and optimise inventory and marketing efforts for Valentine's Day.
- Market Researchers: For segmenting consumers, identifying target audiences, and developing insights into holiday spending behaviour.
- Economists and Academic Researchers: To study consumer economics, seasonal spending fluctuations, and the impact of cultural events on retail.
- Data Scientists and Students: For practicing data analysis, visualisation, and statistical modelling on real-world consumer data.
Dataset Name Suggestions
- US Valentine's Day Consumer Spending Trends
- NRF Valentine's Celebration Data by Demographics
- A Decade of Valentine's Retail Insights
- Consumer Spending Habits: Valentine's Day Edition
- Holiday Gift Spending Analytics
Attributes
Original Data Source: US Valentines Day Consumer Spending Trends
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