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Feb 11, 2022
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UK consumers celebrating Valentine's are on tight budget this year

Published
Feb 11, 2022

Love is in the air, once again. With Covid restrictions receding, Valentine’s Day is back on the celebration agenda, albeit at a price.


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Following last year’s lockdown dampening enthusiasm for the 14 February event, couples are back in the mood to celebrate this year, with more than half planning something special, according to consumer research platform Attest.

And over three-quarters plan to celebrate the day like they “usually would”, despite lingering safety concerns regarding the Omicron variant. By contrast, just under a third of Britons will ignore the day.

But even love has a price tag attached and it appears Britons are on a tight budget this year as concerns over the rising cost of living and economic uncertainty rise.

Some 36% of consumers are most likely to spend £25 or less on a gift this year, followed by £25-£50 (32%) with just 21% planning to spend between £50-£100 on their partner.

When it comes to the choice of gift, shop-bought gifts such as jewellery, clothing or electronics were the choice of 28% of those interviewed, the same percentage of those who will buy flowers.

Higher on the list of activities were were sexual activity (36%), going out for dinner (35%), and cooking a special meal at home (33%). Other choices were kind gestures (cleaning the house and breakfast in bed) at 27%, handmade or homemade gifts such as a handwritten poem (23%) and a homemade cake (12%).

Using Attest’s research platform, the brand found that 79% of people would prefer to receive a thoughtful gift rather than something traditional, like red roses.

When asked more broadly about their feelings towards the day itself, there’s a clear split in attitudes. The majority of Britons (59%) view Valentine’s Day as a “nice tradition”, while 36% think it is an invention of marketers.

Jeremy King, CEO and Founder of Attest, said: “Public enthusiasm [for Valentine’s Day] presents a real opportunity for retailers and brands to be a central part of how people will enjoy the day this year.”

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