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The over 50s are not falling for commercially driven pressure this Valentine’s Day, whilst the Valentine’s card remains the most popular gift for their loved one, just one in three will put pen to paper and ask their partner to “be their Valentine” this year.*

A poll of over 7,000 people over 50 by Saga shows whilst many see Valentine’s Day as an opportunity to show their affections by splashing the cash on loved ones, a surprising percentage of people over 50 would rather display the scale of their affection with a romantic gesture. While men appear to find traditional products such as cards and flowers the most appropriate gift, women are more likely to make a romantic gesture, with one in ten planning on cooking a meal at home and one in twelve planning a romantic dinner out.

Men also seem to buy into the notion that food is the way to a lover’s heart, with one in six planning on celebrating with dinner. However, rather than donning their aprons, men prefer to go out and leave the cooking to a professional.

Surprisingly, a large majority of the over 50s are boycotting the Valentine’s Card this year with only one in three planning on purchasing one.

A number of over 50s, however, are planning to go all out this Valentine’s, men will typically spend £44 on the object of their affections, whereas women spend around £15. Romantics in the South West are the biggest spenders by far, spending on average £60, which is almost twice as much as any other area in the UK including London.

However two in five people are not planning on spending any money on their partner this year. This number is significantly higher in women than men, with over half of women deciding not to present a gift compared to just over a third of men.

Paul Green from Saga commented: “Romance appears to be blooming amongst the over 50s this Valentine’s Day, however it might be wise to check you’re covered for all eventualities in case you set fire to the dinner or your paramour swallows the diamond ring you have hidden in her champagne glass.”

Notes to editors

*Populus interviewed 7,263 people aged 50 over and in a relationship, online between 17^th and 23^rd January 2017. Populus is a member of the British Polling Council and abides by its rules.