Cupid's holiday—the favorite of many females—will be here in less than a week. For most men, however, Valentine's Day isn't on the radar just yet, which works for an upscale brand trying to make itself more accessible.
That's what Michelle Chin, Godiva's vice president of marketing, North America, told CNBC in an interview. Not that Godiva is complaining, however. The procrastination translates into a sales boom for the Belgian candy giant, which has been around for nearly 100 years.
"The last two days of Valentine's Day, when you come to a Godiva store, it is almost 80 percent males," Chin said. "They are coming in right before the lunch rush, with all their other guy friends, and are trying to figure out what to get for their significant other."
Chin says the Belgian chocolatier conducted a survey to find out why Valentine's Day is always a "last minute rush … [with] so many procrastinators waiting for the last minute," Chin added.
The company asked 500 men around the country about why they put off buying for the romantic holiday. It has a lot to do with football: The survey found 25 percent of men surveyed say they don't even think about Valentine's Day until after the Super Bowl.