Consumers in the US are planning to spend roughly $196 on Valentine’s Day this year, an increase of 21% over 2019, according to research from the National Retail Federation (NRF).

eMarketer principal analyst Mark Dolliver and vice president of research Jennifer Pearson discuss the wonderful world of online dating. Who's on which platforms? What do people like and dislike about it? They then talk about Valentine's Day spending, "OK Boomer" age discrimination and the link between smartphones and mental health.

The love of bargains even influences Valentine’s Day shopping. In an NRF survey conducted by Prosper Insights & Analytics in January 2020, 32% of US internet users said they planned to buy Valentine’s Day gifts in discount stores, just behind the 36% of respondents planning to buy in department stores.

Similar to Valentine’s Day 2019, fewer consumers are celebrating Mother’s Day in the US—84% vs. 86% in 2018—but they have loosened their purse strings. Average spending for the holiday (held on May 12 this year) will increase to about $196, over last year’s $180, according to NRF.

For Valentine’s Day this year, we asked DIY and creative Instagrammers to build their version of a doughnut bouquet made up of our heart-shaped doughnut. Many of these videos performed at an above-average engagement rate, and also outperformed our traditional organic content across our channels. What are some reasons your brand might choose to collaborate with influencers on video content?