Atomik Research were commissioned to conduct PR research by postal florist, Bloom & Wild, to look into the state of romance in the UK.  The research of 2,002 UK adults looked specifically at how often people treat their loved ones on Valentine’s Day, from buying gifts to the small things like saying ‘I love you’.

Key findings from the PR research included:

  • 32% of Brits will forget to buy their loved-one something special come 14th February
  • Despite 23% of the UK dropping hints to their partners,  47% didn’t receive anything last year
  • 24% have never received a Valentine’s gift or even a card for their significant other
  • 1 in 10 never telling their partners they love them
  • 44% would not consider themselves as romantic
  • 49% wish for more romance in our relationships
  • The top 3 preferred spontaneous romantic acts are:
    • Being surprised with our favourite home-cooked meal (30%)
    • A bunch of flowers (30%)
    • Simply unexpected time spent with our partners (24%)
  • Yorkshire and the Humber are the least romantic region
    • 56% in the region don’t consider themselves as romantic
    • 13% admit 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
  • 79% feel that their feelings towards their partner wouldn’t change if they were to go without a Valentine’s Day gift

The research was part of a broadcast PR campaign created in conjunction with our parent company, 4media group, which consisted of research to supplement a broadcast day. The broadcast day was fronted by Merlin Griffiths from Channel 4’s First Dates and Sara Gordon from Bloom & Wild.

The broadcast day secured extensive broadcast coverage, securing 21 interviews across national and regional platforms, including 4 regional BBC stations.

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