Austrians’ willingness to spend is significantly higher this year than the year before. In 2022 around 45 euros were spent on Valentine’s Day, in 2023 it will be around ten euros more. The total expenditure will be around EUR 35 million – according to the results of a survey by KMU Forschung Austria. It is likely that the increase in expenses has something to do with the increase in prices.
Flowers are more expensive for years
Flowers and plants are still the most popular gifts on Valentine’s Day. These have gotten more expensive since the start of the coronavirus pandemic. “Prices have increased a lot in recent years, between 40 and 50%,” said horticultural engineer Peter Bonigl of St. Pölten, in an interview with noe.ORF.at.
On Valentine’s Day – especially when buying red roses – you need to dig deeper into your pocket. “It is the principle of supply and demand. Purchase prices are much more expensive,” says Bonigl. This means that prices on Valentine’s Day are at least ten to a maximum of 20% higher than the rest of the year.
A red rose costs an average of between five and six euros this Valentine’s Day. However, it is no longer just red roses that are in demand, but also spring flowers – and they are often cheaper. “Single spring flowers like tulips and daffodils are also grown in large numbers in Austria. There are no high transport costs and lower energy costs,” explains Bonigl.
Flowers are the most popular, followed by confectionery.
According to Bonigl, the relationship between men and women on Valentine’s Day is balanced in floriculture. When it comes to gift giving in general though, men are a little further ahead. According to the survey, 71% of men surveyed buy a Valentine’s Day gift, compared to 68% of women. Flowers and plants are by far the most popular gifts (56 percent), but sweets are also among the classics (31 percent). Perfume and cosmetics (17 percent), a voucher for a joint activity (15 percent), as well as jewelry and watches (12 percent) are also popular.
But Valentine’s Day is not a reason for everyone to give gifts. 64% of people surveyed generally don’t give anything on Valentine’s Day and 20% of people surveyed don’t know who to give gifts to. According to the survey, 18 percent of respondents decided not to give a gift because of rising prices. Most people who finally get a gift are inspired by the store (63%). On the other hand, 42% of respondents are inspired by the Internet, 15% by friends and acquaintances and another 15% by social media.
“It doesn’t matter if it gets a little more expensive”
Florists are also looking at pricing this year, as a local inspection by noe.ORF.at in St. Louis shows. Polten. “I observe the price a little when it comes to cachepots and accessories. But when it comes to the flowers themselves, I pick what I like,” says Annemaria Eder from Maria Langegg (district Krems).
Corinna Brunner from Böheimkirchen (St. Pölten district) also looks at the costs. “But for those who get something from me, it doesn’t matter if it’s a little more expensive.” Ultimately, the highest price is not the deciding factor for them when buying flowers – it’s probably just part of Valentine’s Day.