The second most popular holiday for dining out after Mother’s Day, this Valentine’s Day is expected to be busy for restaurant operators across the nation. Not only will millions of Americans dine out on that day, but many are also choosing restaurant gift cards to celebrate the occasion.
According to the National Restaurant Association’s latest research, about one-quarter of Americans dine out on Valentine’s Day, and nearly one-third say they would also like to receive a restaurant gift card on February 14. Given a list of six Valentine’s Day gift options and asked which one they would most like to receive as a Valentine’s Day gift, nearly one-third of consumers favored restaurant gift cards, followed by jewelry, clothing/apparel, flowers, chocolate and perfume/cologne. Men were more likely than women to say they would like to receive a restaurant gift card.
The NRA’s 2012 survey also showed that nearly half of adults don’t plan to celebrate Valentine’s Day at all, or celebrate with things other than a special meal.
An NRA survey from 2011 also explored factors consumers consider when choosing their Valentine’s Day dining location; more than two in five consumers say they pick their favorite restaurant or their companion’s favorite restaurant for their special meal, and about one in five select a restaurant with a romantic atmosphere, followed by restaurants that offer special menus or promotions, restaurants picked by their companion, and a restaurant they haven’t been to before.