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The cost of love? 1 in 5 Brits won’t be buying gifts this Valentine’s Day


Feb 15, 2023
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With Valentine’s Day fast approaching, and the cost of living tightening the nation’s purse strings, findings reveal how much Brits will be spending on their loved ones for the romantic holiday on the 14th February – and the results may surprise you.

Generation Logistics, an awareness and recruitment campaign for the logistics industry, has asked the British public how much they will be spending this Valentine’s Day1. And as logistics workers up and down the country dust off their wings and bow and transform into the nation’s Cupids, delivering flowers and chocolates to doors all across the country, the survey also reveals where Brits will be purchasing their Valentine’s Day presents from: either in store, or online.

The survey revealed that nearly one fifth of the British public has stated that they will not be buying gifts for their loved ones this Valentine’s Day (19%).

However, the romantics amongst us continue to spoil our loved ones, as the majority of Brits (21%) will be buying their partners a gift worth £10 – £20. Some lucky Brits will even be on the receiving end of luxurious gifting, as 5% of the UK plan on spending over £100!

The research also reveals the top three most romantic cities in the UK, showcasing the cities who are most likely to spoil their partners this Valentine’s Day, including: 

  • Manchester (90%)
  • London (88%)
  • Glasgow (87%)

However, when it comes to breaking up with the romantic holiday, findings showcase the least romantic cities to be a couple in, with those who will not be buying their loved ones any gifts:

  • Sheffield (36%)
  • Liverpool (33%)
  • Newcastle (29%)

Unsurprisingly, three quarters of the public will be shopping for their gifts online (75%), placing a further demand for deliveries all across the country.

Bethany Windsor, Programme Manager at Generation Logistics, commented:

“It’s lovely to see that despite concerns within the economy, the country hasn’t broken up with love. Every year, Valentine’s Day places huge emphasis on the logistics sector, spanning all sorts of roles from warehousing and operations, right the way through to delivery and transport; and this year proves no different. 

“Through Generation Logistics, we aim to raise awareness of the many opportunities available in the logistics profession, which are invaluable to delivering gifts to the objects of our affection – as well as highlighting the accessibility of those opportunities at all levels – from school leavers to those seeking a career change later in life. We’re excited to encourage the next generation of logistics professionals, and real-life Cupids, as we work hard to bring Valentine’s Day to people’s doorsteps.”