Figures show that almost half of the UK is set to celebrate Valentine's Day this year in some way or form, but only 3% are really looking forward to the romantic celebration, according to new research from leading customer science company dunnhumby.

The survey, which looks at consumer behaviours and attitudes around Valentine’s Day, reveals that 39% of Brits are simply indifferent towards the annual romantic celebration. Of all the lovebirds, however, a decisive 86% will buy a Valentine's Day card to express affection for their significant other, with 60% likely to give a gift.

The majority of those celebrating are eschewing the cliché of going out for a couples meal this Valentine's Day as well, with only 17% planning on wining and dining their other half at a restaurant. Over half of respondents are planning to enjoy a nice meal at home, whether that's purchasing ingredients from a local supermarket to cook (19%), sharing a takeaway (16%), or buying a supermarket Valentine's themed meal deal (15%).

The romantic Valentine's city break ideal upheld by Hollywood movie standards isn't top of mind for most Brits celebrating the special day either, with only 5% likely to spend February 14th on holiday. This is perhaps not surprising, given that over half of those celebrating (56%) are leaving Valentine's Day decision-making to the last moment, and only starting to make plans a few days to a week in advance of the 'special' date.

A trip to the cinema or a night out at the theatre are also unpopular choices, with 68% admitting that it's something they're unlikely to do this Valentine's Day.

Debunking the myth that the Valentine's tradition is only for couples, the study further reveals that 20% of the UK population actually disagree that February 14th is an opportunity for couples to spend time together.

Alex Turk, Research Consultant at dunnhumby, said:

"These results dispel a popular myth; loved-up consumers are not lavishing gifts on their significant other or meticulously planning an event far in advance. With only 3% of respondents strongly agreeing that they look forward to Valentine's Day, consumers are making last minute plans as the date slips closer. Rather than splurging in upmarket restaurants, it's clear that consumers are taking Valentine's Day into their own hands this year with over 50% planning to enjoy a meal at home.

"This is a real opportunity for supermarkets to take advantage of, particularly when it comes to targeting consumers that are planning to purchase special Valentine's Day meals in store. As the romantic celebration becomes less about grand and expensive gestures, it is vital that retailers subtly tap into this market. Supermarkets should offer a tailored offering to customers that allows them to create their own Valentine's traditions that involve home comforts, and is available right up until the day itself," Turk added.

Extra Valentine’s Day facts:

· 54% of the UK population plan to dine in this Valentine's Day, despite the established tradition of going out for a romantic meal

· 20% of people surveyed disagree that February 14th is a good opportunity for couples to spend time together

· Jetting off for a romantic weekend is off the cards for Valentine's Day goers, with 87% saying they won't be spending it on holiday

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