Booze, smut and satisfaction: what women want this Valentine’s Day

Liberated British ladies are twice as likely as men to buy alcohol, adult toys and satisfying experiences* for their lover, with 66% of Valentine’s Day buyers being women, according to new research from charitable shopping platform Give as you Live.

Last Valentine’s Day, 66% of adult toys and ‘experience’ buyers were women, compared to just 33% men. And when it comes to the booze, a whopping 70% of the purchases were from women and just 30% men.

By contrast, genteel British gents are a massive six times as likely to buy flowers and three times as likely to buy jewellery for their beau. Of the flower-buyers last Valentine’s Day, an overwhelming 9 in 10 (87%) were men, with just 1 in 10 (13%) women. Two thirds of those buying jewellery were men and just one third women.

These results come from a survey of over 2,000 people across the UK, who were asked about the way in which they shop for Valentine’s Day. Give as you Live – who commissioned the survey – is a new way to help your favourite charity, just by shopping online. When consumers shop with Give as you Live, a percentage of what they spend goes to the charity of their choice, without them having to spend a penny more – as it’s the retailer who makes the donation.

Whilst the chivalrous chaps seem happy to shower ladies with more typically romantic gifts like flowers and jewellery, girls just want to have fun – opting for “get involved” gifts like alcohol, adult toys and experiences.

Gendered gifts: who buys what?

Adult toys

Men 33%
Women 67%

Alcohol

Men 30%
Women 70%

Experiences

Men 33%
Women 67%

Flowers

Men 87%
Women 13%

Jewellery

Men 72%
Women 28%

Chocolate

Men 55%
Women 45%
 
Polly Gowers OBE, CEO and Founder of Give as you Live, commented: “British women clearly know what they want – and they’re not letting unimaginative boyfriends, partners and husbands get in the way! Boys, take note – flowers and chocolates are great, but on Valentine’s Day, women are looking for ‘shared experiences’.”

Breaking hearts, not the bank

While most Brits will be getting romantic on February 14th, for many lovers, the stars are not so much crossed as crushed. Almost a third (29.1%) of people who are in a relationship spend absolutely nothing on Valentine’s Day gifts, and another quarter (25%) spend £20 or less.

Even worse, almost half (45%) Brits buy their Valentine’s gifts either the day before, or on their way to see their partner, whilst over a third (36%) of shoppers will make their passionate purchase anywhere between a week to a few days before Valentine’s Day. In comparison, under one in five (17%) UK shoppers will buy their gifts anywhere between a week to a month in advance.

It’s not all bad though – seven in ten (71.9%) spoken-for Brits do bother to buy gifts for their Valentine.

Give as you Live has produced a number of Valentine’s Day gift guides, to help traditional chaps and liberated ladies buy the perfect gift for their other half. Buying any of these gifts through Give as you Live will raise money for the charity of your choice, at no extra cost to you.