Six-year itch – Brits stop buying Valentine’s gifts for their partner six years into a relationship

UK couples stop giving their partner a Valentine’s Day gift or card an average of six years into the relationship, new national research reveals.

The data indicates that modern British lovers are reaching the ‘seven-year itch’ one year earlier than previously, with the popular belief that happiness in a long-term romantic relationship declines after around seven years.

However, for those where the flame still burns bright, raunchy gifts help to keep the magic alive. 1 in 10 consumers aged 65+ will give or receive an X-rated card or gift this year, with the younger generation following suit as a whopping 37% of Gen Z will be shopping risqué this Valentine’s.

The research, which delved into Brits’ Valentine’s spending habits, was commissioned to celebrate Ryman’s first mobile app featuring a new personalised, 60-minute card service, launching just in time for Valentine’s Day.

The nationwide survey of Brits also revealed men fork out almost twice as much when struck by Cupid’s arrow, spending an average of £43 compared to women’s £23.

The poll also reveals that nearly a fifth of Gen Zers see Valentine’s Day as a last-ditch opportunity to shoot their shot, with 19% panic buying a Valentine’s Day card for a romantic interest they’re not in a relationship with.

Meanwhile, a quarter of Gen Zers (25%) admit they would consider breaking up with their partner if they didn’t receive a Valentine’s Day gift.

Regionally, those in Wolverhampton are the UK’s biggest romantics with more than eight in ten residents set to purchase Valentine’s gifts this year.

At the opposite end of the scale, those living in Brighton are the UK’s least loving, the data shows, with just 25% set to give out a Valentine’s Day card or gift.

Theo Paphitis, Owner and Chairman at Ryman, said: “Valentine’s Day has been an age-old tradition across the world, and our survey reveals that that’s certainly not changing any time soon! The Ryman survey demonstrates that the younger generation are no lazy lotharios, and have a very cheeky glint in their eye when it comes to Valentine’s cards and gifts!

“The under 30s are taking Valentine’s Day more seriously than ever, with many turning towards X-rated presents to help keep that relationship spark alive. All eyes on Wolverhampton’s very own Romeo and Juliets where love is certainly in the air with a whopping 80% of residents buying Valentines this year.

“Whether you’re a passionate planner or a last-minute lover, Ryman is taking the stress out of romantic gestures with the launch of our new personalised card service, where you can pop into your local Ryman store on the high street and pick up that personalised card within the hour.

“For every greeting card purchased, Ryman is also making a donation to our charity partners, the British Dyslexia Association and Helen Arkell Dyslexia Charity – helping to spread the love a little bit further this Valentine’s Day and supporting those with dyslexia, a subject very close to my own heart.”