According to a survey by the National Retail Foundation, Americans plan to spend almost $20 billion for Valentine’s Day. 55% of the US population are celebrating February 14th this year, with each individual expected to spend just a little under $145. People are looking to spoil their loved ones with candy (55%), cards (46%) and flowers (36%), among other gifts including a night out (35%) and jewelry (19%).

On the business side, there is much more for marketers and researchers to consider when working to prepare for Valentine’s Day. There is an endless about of data available that will help to inform business decisions during this holiday and ensure a positive customer experience. Where do consumers plan to shop – in-store or online? How important are reviews and recommendations? For consumers who are treating their pet or even themselves – what are they interested in?

Valentine’s Day is approaching rapidly, and the market research industry needs consumer insights now to make their Valentine’s Day campaign successful. In order to speed up the process of collecting data while reducing costs, companies are looking for new ways and tools to stay competitive. Given this movement, one area marketers and researchers should explore further is the market research supply chain – especially the sampling process, consisting of the purchase of samples, answering questions and the collection and management of data. With this in mind, marketers will be able to create more targeted campaigns for last minute shoppers right in time for Valentine’s Day.