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Financial Stress on Valentine's Day: A Recent Survey

As Valentine's Day approaches, a new survey conducted by OurRitual indicates that the financial burden associated with this day has become a significant source of stress for many couples. With the holiday often perceived as a celebration of love, many individuals are feeling overwhelmed by financial expectations rather than genuinely enjoying the moment.

Key Findings of the Survey

According to the survey, a staggering 58% of men and 45% of women reported experiencing financial stress when it comes to Valentine's Day. This growing concern has made financial pressure the number one issue people wish to change about the holiday. Among those who feel this pressure, 60% of men attributed their stress to high financial expectations, while 30% of men in long-term relationships (those lasting over 10 years) shared that they have stopped celebrating altogether.

Participants expressed sentiments about shifting away from extravagant displays, indicating many prefer sincere gestures over expensive gifts, which is a clear indication of a cultural shift surrounding how people wish to express love.

Emphasizing Meaningful Connections

Further insights from the survey revealed that many regard Valentine's Day as a performative event that overshadows the true essence of love. Older respondents, especially those over 36 and long-term couples, favor experiences and quality time over material gifts. One participant candidly remarked, “Valentine's Day has become more of a commercialized event than a day to genuinely connect with loved ones.”

The survey also illustrated an apparent disconnect between spending and sentiment. Despite a reported spending of nearly $26 billion on Valentine's Day annually, a significant 68% of women in the age group of 36-55 expressed that emotional connection is more important than the gifts themselves. This clearly highlights a warmer, more genuine approach to the holiday in contrast to the traditional consumerism it has fostered.

A Call for Change in Celebration Practices

The overwhelming response from respondents was to emphasize love and affection not just on Valentine's Day, but every day. Many communicated their desire for thoughtful communication, shared experiences, and loving gestures rather than focusing on material goods. One insightful comment was, “Time and effort are a much better way to say, 'I love you' than material possessions.”

As societal attitudes evolve, brands and marketers will inevitably face new challenges in portraying Valentine's Day in a time-appropriate manner. Instead of clinging to marketing strategies that prioritize lavish spending, companies are encouraged to promote more meaningful celebrations that resonate with the modern couple's perspective.

Adjusting to New Expectations

For couples looking to prioritize emotional connection over consumerism, OurRitual has released a free guide focused on meaningful ways to build intimacy this Valentine's Day, accessible through their website. In light of the survey findings, it appears Valentine's Day isn't fading; rather, the expectations and ways to celebrate it are changing. As consumers now value emotional connection more than consumerist expectations, it is imperative for both individuals and businesses to adapt.

About the Survey and OurRitual

The survey, conducted in January 2025, garnered the responses of 1,011 U.S. adults in relationships. This research explored attitudes towards Valentine's Day, the pressures that exist within relationships, and the evolving expectations concerning love and affection across various demographics. For further inquiries regarding the survey, please contact OurRitual. OurRitual is a digital platform dedicated to improving relationships with expert guidance and personalized tools to foster deeper connections among couples. Learn more by visiting ourritual.com.