This morning I wrote about who spends how much on Valentine’s Day, and what they buy. (The short version: men spend more than twice as much as women, and single people spend more than married people.) So that’s the what and how much, but what about the where?
Four maps share some perspective on that question. The first is from Brookings, the venerable Washington think tank, and it maps survey data on whether people report they’ve experienced feeling loved the previous day. (More great data on that subject here.)
The next three are from a location analytics company called Esri, and they chart the geography (U.S. only) of how much is spent annually on flowers, jewelry, and diamonds. Sure, not every purchase in those categories was romantic, but roll with it.
A quick look at those last three maps suggests that these purchases are basically correlated with the geography of wealth, and that makes sense. As economists Justin Wolfers and Betsey Stevenson wrote in the post linked above:
Money is related to love. Those with more household income are slightly more likely to experience the feeling. Roughly speaking, doubling your income is associated with being about 4 percentage points more likely to be loved. Perhaps having more money makes it easier to find time for love.
Think of it this way: as you make more money, you start moving up Maslow’s hierarchy of needs. Your basic safety is taken care of, and you’re able to devote more time to your emotional needs.
If you’re trying to zoom in on those maps for specific regions, here are a few highlights from Esri:
-The ZIP Codes where people are most likely to buy flowers on the Internet are 06870 (Old Greenwich, CT), 60022 (Glencoe, IL), and 98039 Medina, WA). Residents of these ZIP codes are 3 times more likely than the average American to purchase flowers on the Internet.
-People living along the Eastern Seaboard and in large cities like Chicago, Los Angeles, San Francisco, and Denver are most likely to spend the most on jewelry. Residents in ZIP Codes 07078 (Short Hills, NJ), 60043 (Kenilworth, IL), and 94027 (Atherton, CA) are among the highest spenders on jewelry. Residents in these ZIP Codes spend at least $573 per year on jewelry, on average.
-ZIP Codes with the highest likelihood of diamond buyers are 19142 (Philadelphia, PA), 48235 (Detroit, MI), and 60628 (Chicago, IL). Residents in these ZIP Codes are at least 1.5 times more likely than the average American to buy diamonds.