Press Release

Share This Press Release
Feb 14, 2017
Toluna Quicksurveys Valentine's Day Study Reveals That Cupid Still Reigns Supreme!

The new national survey uncovers amusing behaviors and expectations around Valentine's Day from "SexExpectations" to texting Ex's to how much people plan to spend on their special someone


WILTON, Conn., Feb. 13, 2017 -- Toluna Quicksurveys today released the findings of their annual Valentine's Day survey. The study polled 1,000 consumers within the United States to  learn top Valentine's Day purchases, spending habits, and shifting attitudes and trends.  Overall, Valentine's Day still matters, as 81% plan on celebrating V-Day while only 19% do not.

Cupid's Arrow Strikes Again!

High "SexExpectations" for Valentine's Day: I expect sex because it's V-Day

  • 55% Agree 
  • 34% Disagree
  • 11% Neither agree or disagree

Another Day Off Please!: People should have the day off from work for V-Day

  • 46% Agree
  • 45% Disagree
  • 9% Neither agree or disagree

Valentine's Day Guilt List: On V-Day, I have

  • 17% Said "I love you" for the first time to my significant other
  • 14% called or texted ex-bf or ex-gf
  • 13% Broke up with someone
  • 12% Proposed to my significant other

When Should You Say "I Love You" For The First Time? V-Day is an appropriate time to say "I love you" to someone for the first time

  • 68% Agree
  • 16% Disagree
  • 16% Neither agree or disagree 

Valentine's Day Proposals are NOT Cheesy: V-Day is an ideal time to propose to someone

  • 71% Agree   
  • 14% Disagree
  • 15% Neither agree or disagree

V-Day is Kid Friendly: 68% will have their children take part in their V-Day celebrations

Who's Your Valentine's Day Date?: 53% Significant Other, 38% family, 7% friends, 1% other

The Cost of Love: Out of those who plan on celebrating V-Day, they expect to spend this much on others

  • $100 – $500: 23%
  • $75 – $100: 16%
  • $50 – $75: 16%
  • $20 – $30: 10%
  • $500 – $1,000: 8%
  • $30 – $40: 8%
  • $10-$20: 7%
  • More Than 1K: 5%
  • $0 to $10: 3%

Under Pressure: Out of those who purchase gifts, 48% say they purchase gifts for others on V-Day because they feel obligated, 52% do not. 

V-Day Laziness: Out of those who purchase gifts, respondents plan this far in advance

  • 1 Week Prior To V-day: 53%
  • 2 Weeks Prior To V-day: 28%
  • 3 Weeks Prior To V-day: 11%
  • 4 Weeks Prior To V-day: 3%
  • More than 4 Weeks Prior to V-day: 2%

Top 3 Valentine's Day Purchases:

  • Chocolate: 63%
  • Dinner: 43%
  • Flowers: 39%

Valentine's Day Plans: Out of those who plan on celebrating V-Day, they plan on doing the following

  • Rent a hotel room: 22%
  • Go out to dinner: 60%
  • Have dinner at home: 33%
  • Go to a movie: 37%
  • Rent a movie: 23%
  • Go on a trip: 19%
  • None of these: 4% 

About this survey:

This survey was run with Toluna QuickSurveys, the leading self-serve digital consumer insights platform. Respondents for this survey were selected from among those who have agreed to participate in Toluna surveys. This survey was run with SmartSelect™, Toluna's proprietary respondent selection methodology that relies on statistical and attitudinal matching, rather than probability sampling. Because the sample is based on those who agreed to participate in Toluna surveys, no estimates of theoretical sampling error can be calculated.

Contact Us

Interested in learning more?


By clicking ‘Submit’, you are accepting our Privacy Policy and Cookie Policy.

Thank You

Many thanks. Your request has been sent.