What will Singaporeans splurge on this Valentine's?

Chocolates, flowers and restaurant reservations rank as the most popular expenses.

Roughly 75% of Singaporeans surveyed said they will be gifting chocolates and flowers to their partners, according to a new consumer research from Kraft Foods. This is in line with 29% of respondents wanting the said items over anything else.

Dining out to a good restaurant also remains a popular choice, with 61% of Singaporeans planning to eat out on the special day, even as recent government data suggests that home cooking is gaining traction as a cash saver.

Apparently, the widespread uncertainty and difficulty faced by Singaporeans hasn't dampened their spending mood, at least for this one-day occasion.

"Despite challenging economic times, more than one-third (34%) of respondents are happy to spend at least US$50 or SG$65 on their significant other on this special day," said Kraft in a release accompanying the survey.

"Some who are feeling the impact of the global economic crisis might be planning to take out a loan to buy gifts for their loved ones," it added, but "over half of the respondents in Singapore are perfectly fine without a gift or a treat. Rather, they are happy to 'just spend some time together' with their valentine."

Singaporeans are also starting to value more the brand and style of gifts (10% from 4% last year) but the vast public or 73% still appreciate any kind of gift believing "it's the thought that counts."

If you've been wondering whether SBR could work for your company — yes, probably.

A lot of the companies we partner with started as readers. They'd been following our coverage for a while, saw their own customers and competitors in it, and eventually asked the obvious question: could we do something with you? The answer is usually yes. The shape of it depends on what you're trying to do.

The options are broader than most people assume — thought leadership articles, sponsored content, industry summits across Southeast Asia, regional awards programmes, podcasts, and media placements in print and digital. Some partners use one channel; most use a mix. We figure out the right combination by starting with your brief, not with our rate card.

So if the question has been on your mind, here's the easy way to ask it.

We'll tell you honestly whether we can help, and how. It's a better use of everyone's time.

Book a meeting

| Or download the media kit (PDF)

240,000 senior readers quarterly in print Top 1,700 Singapore companies reached

7 markets across Southeast Asia