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WASHINGTON—Forget
love. Let’s talk about shopping.
Stores
have long encouraged couples to show their devotion on
Valentine’s Day by dropping bucks on chocolates, roses
and a bottle of wine of impressive provenance. But now
some retailers are targeting singles—and finding that
many are willing to spend just as much as twosomes in
indulging themselves this holiday.
“Valentine’s Day always comes with a certain amount of
expectation and angst,” said Jennifer Olsen, senior
director of marketing for Piperlime, an online shoe
store owned by Gap. “We just wanted to turn that on its
head and say, ‘You know what? It’s Valentine’s Day. Give
some love to yourself.’”
For many
women, that love can be expressed in the form of $350
white Mary Jane wedges by Cynthia Vincent, found under
the “Be your own Valentine” category at Piperlime. The
promotion began in mid-January, and the company followed
up last week with an e-mail to customers with the image
of a gift tag that read “To me, from me, xoxo.” Sales
have been strong, Olsen said.
The
National Retail Federation, the country’s largest retail
trade group, estimates the average consumer will spend
$119.67 for Valentine’s Day this year, up from $100.89
last year. Men are expected to outpace women, with
charges of $156.22 compared with $85.08. But the group
does not track how much people spend on themselves for
Valentine’s Day, spokesman Scott Krugman said.
Still,
“it makes total sense,” he said. “People certainly do
reward themselves during the holidays.”
The
latest Census data might encourage retailers to broaden
the reach of Valentine’s Day beyond snuggly couples.
According to the American Community Survey done in 2005,
nearly 58 million females, or almost half of those over
age 15, have never been married or are separated,
divorced or widowed, up almost 5 percent from three
years earlier. Since 1990, the number has jumped nearly
20 percent.
That’s
part of the reason why Helle Jeppsson, one of the owners
of Hela Spa in Georgetown here, sent an e-mail reminder
to her clients that their significant others need not be
the only recipients of their generosity. Last year, a
group of about a dozen single women took her advice to
heart and rented out the spa for a night of facials,
massages and cocktails, she said.
“I
personally feel that Valentine’s Day—I know from when I
was single—it can be kind of rough out there when we see
all these couples,” she said.
Cosmetics retailer Sephora dismisses the traditional
dinner-and-a-movie date as “such a yawn” on its web
site. Instead, the company suggests women buy themselves
pink lip glosses and peachy face powder to mimic love’s
glow. Kelly O’Neill, product marketing director for
software developer ATG, which powers Sephora’s site
along with those of several other national chains, said
other retailers are subtly packaging products together
online to encourage customers to buy items for
themselves even if they’re looking for presents for
others.
“It’s
all about Valentine’s Day,” O’Neill said, “yet it’s not
screaming about buying gifts.”
Ronnie
Mervis, of local jeweler Mervis Diamond Importers, said
business for Valentine’s Day picked up in early February
and he expects it to last through the week. Three women
have been among the men browsing the cases at his
stores, he said. One bagged a heart-shaped pendant
encrusted in diamonds, another got a pair of earrings
and the third bought a bracelet, all for themselves.
“People
have been saying, ‘I love myself. I love myself as well
as anybody and if not a little bit more,’” Mervis said.
“Hey, go girl!”
But
women are not the only ones engaging in a little retail
therapy this holiday season. Rob Henley, 27, plans to
get himself a Rolex this week—just because.
Henley
said a watch is usually the first gift a woman gives in
a relationship. And since he’s not dating anyone this
Valentine’s Day, he might as well get one for himself.
That way he can buy what he really wants.
“I seem
to have a little bit more money when I’m not dating
someone,” Henley said.
For
bachelor Jim Ryan, 44, Valentine’s Day is a serious
affair. Each year he mails 400 cards to friends,
families, acquaintances, business colleagues and anyone
else in his extensive Rolodex. The cards include a
letter—personally signed—with an update on Ryan’s life.
Sort of like the Christmas holiday newsletter, only two
months later.
Ryan
said it took him 12 to 16 hours to lick the 400 stamps,
fold the letters and stuff the envelopes. That will be
followed by a belated Valentine’s lunch Thursday at the
Palm for 40 of his most important clients in his job as
the senior manager of the Las Vegas Convention and
Visitors Authority based in the District.
What
does Ryan get for all effort? Maybe one card in the mail
in return, he said.
So Ryan
is taking the matter into his own hands. He has booked
an appointment for Friday at the swanky Ritz-Carlton spa
in Georgetown, where their exclusive new Prada massage
and facials go for nearly $300. Ryan said he isn’t sure
what type of treatment he’s getting and he doesn’t care.
“I told
them to pick. I told them I got $200 bucks,” he said. “I
just want to get some stress taken away.” |
