Half of British couples won't celebrate Valentine's Day

A recent study has discovered that more than 50% of British couples won't celebrate the most romantic day of the year

New research by Glowing Embers has revealed that 58% of British couples don't plan to celebrate Valentine's Day, with 'cost and over-commercialisation' listed as the main reason why.

The study, which surveyed 1,000 couples across the UK, also uncovered the following excuses:

• Work commitments: 20%
• Too tired: 13.5%
• Can’t find childcare: 9%
• Don’t agree with the concept: 25.5%

Even those celebrating Valentine's Day weren't prepared to spend out, with nearly three quarters of couples believing in a £20 or less gift spend. However, 1 in 10 women admitted they'd like to receive a gift worth more than £200.

Richard Fewings, director of Glowing Embers, said: “Our results really do show that most of us Brits feel that Valentine’s Day is just too expensive, leaving even us romantics to feel cynical about the whole occasion."

“However, we don’t need to do much to get back to the real meaning of the occasion which should be just to show your loved one they are special, " he continues. "A bottle of wine by the fire, a homemade card or running your partner a bath can be a romantic gesture and a great way to keep a passionate fire burning."