Valentine's Day shopping at online department stores increases 34%

Valentine's Day sales exceeded expectations last week according to a new report by IBM, as more people opened their wallets to purchase gifts, apparel and beauty products during the week leading up to Feb. 14.

Department store retailers were the holiday's big winners, as consumers spent 34 percent more on e-commerce websites than they did in 2013. The percentage of shoppers on smartphones and tablets also increased, with 45 percent of Valentine's Day sales coming from mobile. Overall, online sales only grew by 8 percent, with strong performance in the categories of gifts (up 20 percent), apparel (up 17 percent) and health and beauty (up 15 percent).

Online shoppers also made more purchases via tablet and mobile this year. Tablets drove 11.4 percent of all online sales, twice that of smartphones, which accounted for 5.6 percent. Tablet users also averaged $135.26 per order, versus smartphone users who averaged $114 per order.

Broken down by iOS versus Android, viewers on iOS made more than twice as many website visits as those on Android devices (25 percent compared to 12 percent). On average, iOS users spent $132.28 per order, compared to Android users who spent $110.54 per order.

For more see:
-This IBM report

Related stories:
Men expect $230 Valentine's gifts, but average spend expected of $84
Four retail trends for Valentine's Day
Valentine's Day: Tablets beat smartphones for mobile shopping
China's Singles Day shoppers set world record in online sales
Tiffany & Co. adds interactive tools to new e-commerce site