David Baker, Cordial COO, writes in his biweekly post on MediaPost, that “Love ain’t cheap” and other bits on this upcoming holiday. Two-week countdown to Valentine’s Day, projected to exceed $19 billion in consumer spending in the U.S. This is the fourth biggest retail event of the year in the U.S. boasting an average order value of $174 ($190.53 for men and $ 96.58 for women).

Men will shop in department stores and online while women will head to discount stores first, then talk about it on social networks. It gets even more interesting as you break down three key generations who each view the holiday quite differently.

Want to target Millennials? Use the Bold, Sarcasm font. Millennials over 18 feel Valentine’s Day is overrated. This generation, who were raised to bring Valentines for all their classmates, may seem lukewarm on the holiday but still spend very similarly to their older counterparts, according to a study done last year by research company Pulse.

Humor and creativity are the keys to this audience. Over 25% of Millennial men are worried what others will think of their gift and unlike older generations tend to find the need to brag about what they did, according to a study last year from Arc, the brand activation agency within the Leo Burnett Group, from which many of these insights come.

Generation Xers give the most gifts and are most likely to post a pubic greetings on social media. Women want an evening out and while women love to give candy to men, what we really want are electronics.

To read the rest access it at MediaPost:

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