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Asians embrace Valentines Day

Indonesians, Taiwanese and Singaporeans are far more likely to splurge on Valentine’s Day than shoppers in Germany or the UK, a survey reveals.

Japan’s home-grown global online retailer Rakuten has surveyed 7000 people across the globe to gauge attitudes to Valentine’s Day and found that Asians embrace the concept much more than Europeans.

The Rakuten Shopping Secrets survey found Indonesians (57 per cent), Taiwanese (53 per cent) and Singaporeans (45 per cent) placed top of the multi-national poll for being the most expectant to celebrate Valentine’s Day this year, heading off other countries in the poll – the US (where the tradition has been the most commercialised), the UK, Spain and Germany.  According to the survey, love is not in the air for Germans (18 per cent) or the British (36 per cent), who were least likely to celebrate the occasion.

The survey also revealed that the majority of Singaporeans (59 per cent) do not expect to receive gifts on Valentine’s Day. But for those that are spirited enough to celebrate the occasion – receiving a trip or vacation (41 per cent), fashion accessories (27 per cent), chocolates wine and other food or drink (26 per cent) and jewellery (22 per cent) ranked highest among what they hoped to receive.

The survey also asked respondents about choosing shopping as “a break-up therapy”. Singaporeans, not surprisingly given their penchant for shopping, were the most likely (39 per cent), followed by neighbours Indonesia (38 per cent). Germans ranked lowest at just 19 per cent.

For those who hit the stores upon singlehood, fashion and accessories were the items most frequently bought post-breakup.

More than half of Singaporeans who have gone through a bad breakup or relationship prefer to drown their sorrows by shopping online rather than offline in the one month after a breakup. Not feeling like going out and interacting with people (58 per cent), wanting more privacy (55 per cent) and not wanting to let people see that they look depressed (26 per cent) were the top three reasons cited.

Launched in Singapore in January 2014, the Rakuten Singapore Marketplace currently carries over 200,000 goods from 300 merchants with a diverse mix of product categories, including fashion apparel and accessories, health and beauty products, consumer electronics, toys and games, food and beverages and home furniture.

Rakuten is headquartered in Tokyo, with over 10,000 employees and partner staff worldwide.


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