While the most romantic of holidays has been traditionally viewed as more of a "woman's holiday," there is strong evidence that men are getting gifted during Valentine's Day as well. The approximate $15.7 billion dollar holiday is mostly made up of gifts given to women, but women, on average, are ponying up around $51 per gift - about half of what men are reported as spending by DegreeSearch.org. As the roles of men and women and views of gifting become more flexible, we see an opportunity for a growing market for the gifted man. (For related reading, see How To Spend Valentine's Day On A Budget.)
Flowers
Flowers are such a popular item during the holiday - making up for around $1.7 billion of that initial number of Valentine's sales - which it would seem that men were the recipients of some of the blooms and plants that marketers are selling during the month of February. A quick look at some of the more popular floral delivery sites prove that there is a push for men to at least enjoy the benefits of a flowering plant or a sports-themed bouquet. FTD's website even features a "For Him" section, complete with a vase of dyed roses to match fan gear for teams like Penn State's Nittany Lions. The tradition of floral gifts for men may have a way to go before catching on nation-wide. However, about 14% of women in the DegreeSearch.org survey admitted to sending flowers to themselves.

Food
The way to a man's heart may very well indeed be through the stomach, as retailers ramp up their edible offerings in hopes of a few good men being lavished with snacks and treats. With candy still coming in at No. 3 in overall gifts purchased for Valentine's Day, we imagine many men are helping their ladies devour the excess chocolate and are perhaps getting a box to call their own as well. Retailers that offer drop-shipped, high-end gourmet items like steaks, lobster and beer will run promotions again this year, hoping to lure the uninspired girlfriend or wife into a product package that says "I Love You," and relieves her from the pressure of getting the perfect gift for her man.

Watches
If jewelry is the perfect gift for a gal, then watches are the male gift equivalent. The classy, yet comfy gift trend is ranking high on the best-seller lists of online shopping site Amazon.com. Brick-and-mortar jewelers are bringing their best watches front and center to inspire those last-minute shoppers, who aren't sure what their male Valentine will like most. Prices for the perfect watch are as varied as the styles available. Designer models fetch thousands of dollars, while a solid utility watch can be purchased for less than $100. Things to look for in a high-quality watch include fit and a good manufacturer's or retailer warranty, but the ability to return a not-right style may provide the highest value for this top Valentine's pick.

Lingerie
The honest truth about buying ladies' "underthings" is that it is often for the delight of the guy - not the girl - that the gift is given. Lingerie sales skyrocket during romantic holidays such as Valentine's Day, and while the male may often be the giver, it is much to his own benefit that this choice in gift is made. While sales for this category aren't expected to be as enthusiastic as other gift groups, there is a market for both the daring and delicate offerings of stores like Victoria's Secret and others.

The Bottom Line
Shopping for men can be almost as difficult as shopping for a boss or estranged relative, it seems. While they are usually more open about what it is that they want, the Valentine holiday industry is generally not as geared toward the gender as it is toward their female counterparts. Most men agree, however, that the thought does count, and as sales for 2012 continue to rise, we expect women are trying harder than ever to get this year's gift right. (For additional reading, see The Premium You Pay On A Valentine Gift.)

Related Articles
  1. Stock Analysis

    JCPenney's Path To Profitability (JCP)

    Learn about what J.C. Penney's management team has been doing to profitably grow its business as the company recovers from years of revenue declines.
  2. Budgeting

    Bespoke Post Review: Is It Worth It?

    Find out if Bespoke Post, the fast-growing, e-commerce subscription service for men's lifestyle and grooming products, is worth all of the hype in this review.
  3. Stock Analysis

    The Biggest Risks of Investing in Costco Stock (COST)

    Read about some of the biggest risks of investing in Costco stock. Gain a better understanding of its business model before buying in.
  4. Stock Analysis

    The Top 5 Retail Penny Stocks for 2016 (TWMC, DXLG)

    Find out which retail stocks trade for less than $5 a share. Learn about bargains that can avoid bankruptcy and produce nice returns for investors.
  5. Stock Analysis

    Wal-Mart's 3 Most Profitable Lines of Business (WMT)

    Learn about the key drivers of Wal-Mart's profitability as the company is concluding its fourth quarter, which is the period of its highest sales and income.
  6. Investing Basics

    4 Value Plays in the Retail Sector for H1 2016 (BBBY, WMT)

    Discover four value stocks of companies operating in the retail sector that can prove valuable investments for the second half of 2016 and beyond.
  7. Stock Analysis

    The Top 5 Micro Cap Retail Stocks for 2016 (KIRK,TCS)

    Identify five promising micro-cap retail stocks that all growth investors should have their eyes on when making portfolio decisions for 2016.
  8. Stock Analysis

    Party City Holdings: How It's Fared Since Its 2015 IPO (PRTY)

    Learn about Party City Holding's performance as a public company. Investors would have lost much more than the Russell 2000 Index by investing after the IPO.
  9. Retirement

    Harry's Review: Is It Worth It?

    Find out if Harry's, the fast-growing, online purveyor of low-cost razor blades and shaving kits, is worth all of the hype in this review.
  10. Budgeting

    Manpacks Review: Is It Worth It?

    Find out if Manpacks, the fast-growing e-commerce subscription service for men's grooming products and underwear, is worth all the hype in this review.
RELATED FAQS
  1. Does QVC accept debit cards?

    QVC accepts debit card payments as one of its many payment options. The company, which is the world’s leading video and e-commerce ... Read Full Answer >>
  2. Does QVC charge sales tax?

    QVC, an American TV network, is registered with states to collect sales or use tax on taxable items. QVC is also required ... Read Full Answer >>
  3. Can you pay off a Walmart credit card in store? (WMT)

    Wal-Mart Stores, Inc. (NYSE: WMT) allows multiple payment options for its credit cards, including in-store payments. The ... Read Full Answer >>
  4. Does Walmart take international credit cards?

    Foreign visitors to Walmart locations in the United States can use their credit cards issued by banks outside of the U.S. ... Read Full Answer >>
  5. How can I invest in electronic retailing (e-tailing)? (AMZN, W)

    Electronic retail is one of the fastest growing segments of the economy. Every year, more people are choosing to purchase ... Read Full Answer >>
  6. What is the difference between JIT (just in time) and CMI (customer managed inventory)?

    Just-in-time (JIT) inventory management focuses solely on the need to replenish inventory only when it is required, reducing ... Read Full Answer >>
Hot Definitions
  1. Socially Responsible Investment - SRI

    An investment that is considered socially responsible because of the nature of the business the company conducts. Common ...
  2. Inverted Yield Curve

    An interest rate environment in which long-term debt instruments have a lower yield than short-term debt instruments of the ...
  3. Presidential Election Cycle (Theory)

    A theory developed by Yale Hirsch that states that U.S. stock markets are weakest in the year following the election of a ...
  4. Super Bowl Indicator

    An indicator based on the belief that a Super Bowl win for a team from the old AFL (AFC division) foretells a decline in ...
  5. Flight To Quality

    The action of investors moving their capital away from riskier investments to the safest possible investment vehicles. This ...
  6. Discouraged Worker

    A person who is eligible for employment and is able to work, but is currently unemployed and has not attempted to find employment ...
Trading Center