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.

For many Americans, gift-giving is an integral part of showing love for family, friends and even pets. But why are some groups prioritised when picking out presents? Canvas8 spoke to 20 men and women from across the US to find out what they think about gift-giving and who they can’t help but spoil.

Between deciding on the perfect gift, and finding the time to do it, Christmas shopping can be stressful. Research suggests that America’s affluent shoppers are making the experience more enjoyable by splurging a little on themselves when shopping for others.

"Fuck Valentine’s Day," whispers a scantily clad Pamela Anderson at the end of Coco De Mer’s latest ad. Pammy subverts the usual Valentine's tropes – revealing lingerie, rose petals, romantic lighting – by bolting the door, unboxing her vibrator and spending the evening with herself.