Over 80% of M&S shoppers are planning to snub restaurants on Valentine’s Day in favour of dining in, according to the retailer’s customer research.
In a continuation of a well-established trend of dining in to save on restaurant bills, 82% of M&S shoppers said they would not be going out on 14 February.
The findings align with Mintel research showing 70% of UK consumers agree dining in can be just as fun as eating out, rising to 77% among 16 to 34-year-olds.
M&S is also selling a Valentine’s dine-in range, which for the first time consists only of products from its premium-tier Collection range. For £25, shoppers get a starter, main, side, dessert and drink. Options include Prawn & Lobster Thermidor Gratins, Fillet Steak Beef Wellington with Red Wine Jus, and a bottle of Crémant de Bordeaux.
“M&S is the home of dine in and Valentine’s Day is the most popular celebration to spend at home,” said Kathryn Turner, M&S director of product development.
“This year our M&S Valentine’s Day Dine In offer is the best it’s ever been – every single product is from our Collection range, made to restaurant-quality standards, and we’ve included a bottle of Crémant following its rise in popularity.”
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