Indianapolis the 4th most romantic city in US, according to research

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Staff Video, USA TODAY

Love is in the air, nearby at least.

Folks in Indianapolis are considered quite romantic.

According to retail data company Emarsys, recent research shows that Indianapolis is the nation’s fourth most romantic city when it comes to spending money on their valentines.

Indianapolis sweethearts spend on average $76.71 on their significant other for Valentine’s Day, according to Emarsys. According to additional data, the COVID-19 pandemic increased the amount of houses that were bought and weddings that were planned.

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Examples from the data include:

  • “The average American pays just over $65 on gifts with top spenders and smallest spenders revealed – Indianapolis comes in at number four, with an average spend of $76.71
  • During lockdown 12 million Americans bought a new home to turn into a love nest
  • 17.2 million invested in a romantic hot tub for two
  • 12.6 million Americans got engaged
  • 11.6 million bought a wedding dress”

Indianapolis is ranked fourth in the nation, just above New York, which is ranked fifth. The top-spending cities in the nation for Valentine’s Day are:

  • Houston: $101.59
  • Los Angeles: $95.79
  • Jacksonville: $83.37
  • Indianapolis: $76.71
  • New York: $76.69

The lowest-spending cities in America are:

  • San Jose: $35.00
  • San Antonio: $36.77
  • Memphis: $41.04
  • Philadelphia: $47.80
  • Columbus: $49.03

According to Emarsys data, men spend almost a third more than women do on their romantic gifts, at $77 versus $56. The most popular gifts that men buy are chocolates (44%), flowers (36%) and “gadgets” (18%).

For women, nearly half buy flowers for their Valentine each year (47%), with an additional 22% buying chocolates. The third most popular gift women buy for their significant other is loungewear (19%).

The age group that typically spends the most on presents is 16-24-year-olds, who pay, on average, $72.42 on Valentine’s Day gifts. Those in the 55 and over category tend to spend around $49.

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One thing the COVID-19 pandemic didn’t stop was wedding planning. According to Emarsys’ data, 12.6 million Americans got engaged during lockdown, with those in the 25-34-year-olds being the most likely to buy an engagement ring. Out of the entire country, Austin, Texas was the city where the most amount of people popped the question during the pandemic.

In relation to wedding planning, 11.6 million people bought a wedding dress in 2021, with those in Philadelphia buying the most. An additional 10.2 million couples booked wedding venues across America.

Emarsys data suggests that people are being more mindful with their spending, with 20% of shoppers being worried about overconsumption.

Kelsey Jones, global director of product marketing for Emarsys said in a release, “Americans spent a staggering $21.5 (billion) on Valentine’s Day last year. But with shopping habits now changing, 2022 may see a move towards a different kind of gift giving.

“We know that shoppers are concerned about overconsumption and shopping sustainably this year, while also sometimes seeking experiences over physical items. From a retailer’s perspective, it’s important to note these changing attitudes, especially at peak times such as Valentine’s Day.”