Holidays or short breaks have been found to be among the most sought after Valentine’s Day gift by online shoppers, most of which prefer to transact over the phone.
The insight from analytics specialist ResponseTap comes as £986 million is expected to be spent in the UK on Valentine’s treats.
ResponseTap quoted Facebook data which suggests two thirds of shoppers will buy something at the last minute.
Its survey of 2,000 customers found although one third of all purchases are made online, 53% of people prefer to speak to someone before committing.
Top reasons for a call include consumers wanting to check the retailer is bona-fide and that their gift will arrive on time, avoiding them ending up in the doghouse.
Bhavesh Vaghela, director of ResponseTap, said: “The Valentine’s Day shopping season shows how, even in a world where people increasingly research, consumers still really value the tried and tested phone call.
“Certainly when leaving things to the last minute, we like to speak to a real person about our purchases and we trust retailers more if they offer this human interaction.”
ResponseTap said its research underlined the importance of linking clicks to calls and tracking the user journey so that retailers understand more about who is calling them, when they’re calling them, and why they’re calling them so they can more accurately attribute marketing spend.
The top five gifts people say they want to call retailers about are:
- Meal in a restaurant
- Weekend breaks / holidays
- Cinema / theatre tickets
- Perfume / makeup / aftershave