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  • Has Valentine’s Day lost its appeal?
  • Has Valentine’s Day lost its appeal?
    Savs (2018) ©

How are attitudes to Valentine’s Day changing?

For many Britons, Valentine’s Day has become a commercial con. However, as attitudes to relationships are shifting, some are choosing instead to demonstrate their love for their friends, family or themselves, while others are searching for personalised gifts and experiences for their partner.

Location United Kingdom

Love it or loathe it, Valentine’s Day is hard to ignore. But the Christian feast day, which many believe dates back to at least the Middle Ages, in its modern incarnation is perhaps best known for its tired marketing gimmicks. More than half (52%) of British Gen Yers say they don’t care about Valentine’s Day. While more than a third (38%) of Brits said they wouldn’t be celebrating the holiday in 2017. [1] In a study conducted with more than 1,000 UK adults in 2016, marketing firm RadiumOne found that 24% bemoaned the commercialisation of the ...



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