Retailers are being encouraged to turn up the heat on their Pancake Day displays and ranges with more than half of all UK shoppers planning to celebrate the event this year - more than will celebrate Valentines Day.
Taking place on Tuesday 9 February, just over 50% of people plan to celebrate Pancake Day compared to only 41% who plan to mark Valentines day on 14 February, the YouGov figures from Homepride Flour reveal.
Only 6% of shoppers plan to celebrate Chinese New Year on 8 Feb.
Neil Murray, brand manager for Homepride Flour said: “Pancake Day resonates with so many consumers but we were still surprised at the findings that demonstrate it is more popular than Valentine’s Day.
“Traditionally the retail focus has been weighted towards Valentine’s Day but it will be interesting to see if there is a shift in focus following this new insight.”
Homepride Flour is launching an integrated marketing campaign designed to encourage consumers to make pancakes from scratch and drive sales of Homepride’s pre-sieved flour.