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Nielsen reveals the price of love in 2024 with latest stats on Valentine’s Day spending across Australia, including ages, states and territories

2 minute read | February 2024

Sydney, Australia – February 14, 2024 Data released today by Nielsen Consumer & Media View (CMV), Australia’s most comprehensive consumer analytics tool, has revealed how much Aussies are spending on their loved one (or loved ones) this Valentine’s Day.

Despite strong efforts by Australia’s young males to match the depth of their love with deep pockets, increasing cost of living pressures have seen the average Valentine’s Day spend drop by 9.3% from 2023 to 2024.

Sampling almost 30,00 Australians (14 and over), the CMV online survey revealed that men in Canberra, aged between 18 and 25, were the biggest Valentine’s Day spenders, parting with an average of $172 to spoil their significant other.

They were followed by Victorian males aged 40 to 54, then South Australian males aged 25 to 39 with average spends of $143 and $142 respectively.

In 4th place were 25 to 29-year-old males in NSW, spending an average of $132. Close behind were the state’s 14 to 17-year-old males – again separated by just one dollar, spending an average of $131.

Northern Territorians were the nation’s most frugal lovers, investing an average of $98 on their significant other this Valentine’s Day. However, they did buck the national spend decline for the special day, upping their spend by $9 year-on-year, and did top the list of highest spending females, with an average of $87.

Nielsen Pacific Managing Director, Monique Perry said,“While you can’t put a price on love, you can put a price on quality data, especially data and consumer insights at the right time, about the right topic.”

About Nielsen Consumer & Media View (CMV)

Nielsen Consumer & Media View is an essential tool for understanding the constantly evolving consumer landscape. With rich demographic and lifestyle data, and information on purchasing behaviours and intentions alongside extensive media habit reporting, Consumer & Media View helps you shape successful brand, advertising and marketing strategies.

Consumer & Media View provides an invaluable resource for identifying priority audiences to inform the planning, buying, or selling of advertising media, to inform business and consumer strategies, and to build a comprehensive market/category landscape view.

About Nielsen

Nielsen shapes the world’s media and content as a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviours across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their audiences – now and into the future. Nielsen operates around the world in more than 55 countries.

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Media Contact

Dan Chapman
Assoc. Director, Communications, Nielsen APAC
+61 404 088 462