As Valentine's Day approaches, global consumers have very different views on the meaning behind the holiday. Most global consumers (52%) describe Valentine's Day as "too commercialized," according to new research with Survey Sampling International's (SSI) global online panels. Only in the U.S. and China did more consumers describe Valentine's Day as a "holiday for couples."


Consumers in the U.S. (42%) and China (50%) are more likely to celebrate Valentine's Day than consumers in any other country. In contrast, most Japanese (69%), Australian (71%) and German (74%) consumers will not celebrate the holiday.

SSI's findings are based on a study of 5,000+ adults drawn from its online panels. Countries covered include the U.S., UK, Germany, France, Japan, Australia, New Zealand and Singapore. SSI offers extensive worldwide reach to support survey research through SSI Dynamix™, its dynamic sampling platform that links to its own global panels, social media, affiliate partners, online communities and more.

Most Celebrate by Giving

In the U.S., consumers plan to give gifts (52%) and go out to dinner (50%). Gift giving is the most popular way to recognize Valentine's Day globally. More than half of consumers (57%) will give presents, and 67% expect to receive a gift in return. Flowers are the universal first choice for Valentine giving (46%), but greeting cards are the most popular gift in the U.S. (64%) and the UK (69%).

More Unmarried Couples Think Valentine's Day Is Romantic

Unmarried couples are as likely or more likely than married couples to describe Valentine's Day as romantic in every country. Overall, 30% of married consumers and 38% of unmarried couples globally say Valentine's Day is a romantic holiday. In the U.S. and Germany, unmarried couples are significantly more likely to consider Valentine's Day romantic.