By Daniel Hunter

Wayfair.co.uk, a market leading UK online retailer of everything for the home, has announced it expects kitchenware to outsell all other homeware items in the run up to Valentine’s Day.

It predicts its top selling items in the run up to Valentine’s Day this year will be:

1. Raymond Blanc by Anolon Hard Anodised Five Piece Cookware Set
2. Le Creuset Stoneware Deep Heart Dish with Lid in Cerise
3. The DRH Collection Artland Prescott Flute Glass in Pink (Set of 2)
4. The DRH Collection Pedestal Cake Stand with Dome
5. Naturally Med Olive Wood 22cm Heart Shaped Board
6. Meyer Select Stainless Steel 6 Piece Cookware Set

The findings were retrieved from month-by-month comparisons of top selling items on Wayfair.co.uk throughout 2012 and 2011. Sales figures showed that in the last couple of years practical kitchenware items outsold all other homeware items and accessories within the periods of 1-14 February only. Popular lighting, dining and bedroom furniture however peaked throughout all other times of the year.

“Our findings show that unlike any other time of the year, kitchenware consistently outsells all other homeware items in the run up to Valentine’s Day, which coincidently drops on the 15th Feb. It begs the question, do British couples prefer giving and receiving practical gifts versus traditional flowers and chocolates?” commented Joel Stevenson, Managing Director, Wayfair UK. “The findings may also mean more couples are choosing to save money by cooking their loved ones a romantic meal at home rather than dine out, which during these tough economic times, makes perfect sense.”

A recent survey conducted by Wayfair US, showed that over half (53%) of its online female shoppers prefer to receive a practical gifts instead of a traditional gift, while 56% prefer a closet makeover or a clean house instead of flowers and a romantic dinner at a restaurant.

Recent times of austerity may have contributed to British couples spending more of their hard earned cash on home essentials and a home cooked meal versus the more expensive alternatives and traditional Valentine’s Day frivolities, a sign of new trends and ever changing consumer buying habits.

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