Has Valentine’s Day lost its appeal?

Has Valentine’s Day lost its appeal?

Over 1 in 5 (22%) of couples do not celebrate Valentine?s Day at all and a further 25% of those who do celebrate it choose not to spend any money on their partner. From those who choose to celebrate, the average amount they intend to spend on their partner was £16.99 with males averaging £22.10 and females predicting to spend almost half that at £11.60. Age differences were also apparent as the average predicted spend amongst 18-34 year olds was £22.72 compared to £11.81 amongst those aged 55 and over. Regionally, Londoners are intending to spend the most on their partners by predicting an expenditure of £27.79, £10.80 more than the average, whilst those in the North East predict the spend the least amount by estimating an expenditure of £10.64, £6.35 less than the average.


We asked what you would ideally do to celebrate Valentine?s Day and 2 in 5 people (39%) would choose to have a quiet night in with their partner whilst a quarter (24%) would ideally not celebrate it at all. The novelty of the day seems to disappear with age as 35% of those aged over 55 said that they would ideally not celebrate it compared to just 14% of those aged 18-34.

Opinium Research carried out an online survey of 2,004 UK adults aged 18+ from 7th to 10th February 2014. Results have been weighted to nationally representative criteria.