Married Americans represent far more of the nation’s wealth than unwed people, suggesting that modern marriage is an institution for the rich. Given that Gen Yers are strapped for cash and don’t love commitment, it could be that they're skewing the income bracket for unmarried people.

Weddings are a big business. In the US, couples spend half a year's income on their special day, while the UK industry is worth £10 billion a year. And for many women, it's all about the dress. But in response to couples tightening the purse strings, brands are appealing to brides on a budget.

Making up just over a quarter of the US population, Gen Yers spend $600 billion a year on retail purchases – with 75% of them still made at brick-and-mortar stores. Macy’s now wants these shoppers to say ‘I do’ to its expanding wedding business, which it looks to roll out across 150 stores.

Not everyone will be stocking up on roses and chocolates come February 14th – 38% of Brits aren’t planning on celebrating Valentine's Day this year. Has this ‘Hallmark holiday’ lost its relevance? Canvas8 spoke with 20 British men and women to find out what Valentine's Day means to them.