In France, some supermarkets of the Leclerc chain have divided the shopping baskets for Valentine's Day, so that
singles can fill their purchases in baskets of a different color from that of the paired ones
and thus be identified by other singles.
In the United Kingdom,
Tesco also launches events for February 14, which last up to a week,
and which are not exactly aimed at lovers, but precisely for those looking for a partner.
The objective of the stores on February 14 is not couples, but precisely singles,
a "much more appetizing market for brands,
since they have more time to travel, to consume, it is a card with more purchasing power and potentially more hedonistic ", explains Pablo de la Rica, an expert from Aecoc, the association of companies and manufacturers of mass consumption.
60% of households are single-person
or made up of two people.
There are already more families with pets than with children.
Independent adults represent 8.3% of the population and consume 5.3% of the total food.
They are the group that consumes the most food per capita (1,080.6 kilos per person per year), according to Aecoc.
""You have to see the social evolution that single life has had,
we have gone from being single to single
", clarifies De la Rica, who explains that in some countries there are events in supermarkets that are organized specifically for singles on the occasion of Valentine's Day.
flirt in store
"Actions are organized to flirt inside
supermarkets, which have become the new socialization space
. There are many socialization spaces that have been advancing, in the same way that in the last decade it was the gyms, now it is the stores" , says the Aecoc expert.
Remember
the appointments, during the confinement,
of the people who met through Tinder in the supermarket, the only space that could be visited during the confinement.
"You go to the supermarket frequently, sometimes at the same hours, and you can find out a lot about a person through their basket and purchase," he says.
Carrying dog food and beer is not the same as diapers and mineral water.
"What distribution wants is for
the customer experience inside the store to be differential.
That's why they promote this type of event," says De la Rica.
He explains that the British chain Tesco does actions for a whole week so that people get to know each other inside the supermarket.
In Spain, he acknowledges,
this fashion is not yet widespread
, although, as has happened with Black Friday or Halloween, "it will come without a doubt".
"In recent years we have imported all these types of events that are intended to encourage consumption."
singles baskets
Regarding the type of product, Alberto Iglesias, from Nielsen, recalls that
"the type of product that is bought for Valentine's Day has been expanded.
If we used to buy the classic chocolates, now there are even special packs of gin to share."
The shopping basket for singles, recalls De la Rica,
"is less sensitive to price", less planned and more capricious.
Some brands are launching wine formats "by the glass" for singles (although the liter is more expensive than buying a bottle).
"They put more focus on health. There is an intensive consumption of fresh products, and also foods that combine pleasure and well-being", such as canned seafood, skimmed milk, nuts, coffee and infusions.
Also great presence of prepared dishes, cheeses, wine and beer.
In the same way, brands and manufacturers make offers trying to attract singles
to give a gift to a friend they love, not just the couple,
and also celebrate the day of love.
The excuse to capture them and make them buy.
El Corte Inglés has launched a Valentine's campaign entitled "Love is well worth a day", tourist companies offer discounts on travel and the Royal brand, more than Valentine's, proposes to celebrate "San Solterín".
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