32% of Brits will forget to buy their loved-one something special come 14th February according to new research by Atomik Research.

The research for Bloom & Wild revealed that despite more than a fifth (23%) of the UK dropping hints to their partners, nearly half (47%) missed out last year on receiving anything. What’s more, almost a quarter (24%) have never received a Valentine’s gift or even a card for their significant other.

And it’s not just the material signs of affection. Love is lost in Britain with one in 10 of us never telling our partners we love them. Nearly half (44%) of us would not consider ourselves as romantic and we are not happy about this love-less state, with 49% of us wishing for more romance in our relationships.

The results are even more shocking given that most people don’t ask for much. The preferred spontaneous romantic acts including being surprised with our favourite home-cooked meal (30%), a bunch of flowers (30%) and simply unexpected time spent with our partners (24%).

The research of 2,002 UK adults also found Yorkshire and the Humber to be the least romantic of the nation, with over half (56%) not considering themselves as romantic and 13% admitting they never give their partner a Valentine’s Day gift or card. The average spend is also the lowest of the country at just £16.36 – £35.64 less than the national average.

All is not lost however, as 79% feel that their feelings towards their partner wouldn’t change if they were to go without a Valentine’s Day gift. Probably a good job!

View the full case study here to find out how we carried out this research and the coverage it generated.

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