Romance Isn’t Dead, It’s Just Unconventional; 38% Of Couples Are Planning ‘alternative’ Valentine’s Day Dates

13 February 2014

Research(1) from Sainsbury’s Bank Credit Cards shows that almost four in ten (38%) couples are planning less conventional Valentine’s Day dates this year, such as salsa dancing, sushi making or outdoor sports.

Many creative romantics revealed plans for a date with a twist, with 12% planning less traditional food and drink activities such as sushi making, wine tasting or cocktail making. Music concerts (9%), spa visits (8%) and museum or gallery visits (6%) were also popular, as were outdoor sports (6%), watching live sports (5%), ice skating (5%) and salsa dancing (3%).

However, many of us are traditional romantics, as the most popular ways to celebrate include cooking a special meal at home (46%) and visiting a restaurant (43%).

Around a fifth (19%) of singletons also have Valentine’s Day plans this year, with 23% of these enjoying a meal with friends and 21% treating themselves to a cosy night in with a nice meal and a movie. Almost one in five (17%) will have a family meal at home.

The average spend amongst those who will celebrate this year is £53 per person, with men budgeting £62 and women expecting to spend £45. The survey also revealed that around 27% of couples will ‘go Dutch’ and split the bill for their Valentine’s Day activities between them.

Simon Ranson, Head of Banking, Sainsbury’s Bank said: “It is interesting to see such a wide range of both traditional and unconventional ways that couples, and singletons, will mark Valentine’s Day. Whatever you choose to do, if you are using a credit card to buy gifts or the ingredients for a special night in, ensure you take advantage of any rewards or benefits you may be entitled to, as saving loyalty points for example, could all add up and go towards another special treat.”

For information on Sainsbury’s Bank credit cards visit or pick up a leaflet instore at Sainsbury’s. Customers applying for a Sainsbury’s Bank credit card should have their Nectar card ready when they apply.


For further information, please contact:

Emma Murphy / Tom Wilson

Citigate Dewe Rogerson

020 7282 1072 / 2842


Lorna Gilmour

Sainsbury’s Bank

0131 338 2863 /


Notes to editors:

(1)       Sainsbury’s Bank commissioned ICM on behalf of its credit cards division. ICM interviewed a random sample of 2,034 adults aged 18+. The interviews were conducted via an online omnibus survey between 17th – 19th January 2014.  Surveys were conducted across Great Britain and the results have been weighted to the profile of all adults 18+.  ICM is a member of the British Polling Council and abides by its rules.

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