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Is Valentine’s Day Overly Commercial?

The Most Romantic Day of the Year Has Become Too Materialistic – and a New Survey from WP Diamonds Challenges this Assumption; Instead Concluding that Sincere and Heartfelt Gestures Are What Couples Really Crave for the Holiday.

Is Valentine's Day Too Commercial

Valentine’s Day, the most romantic day of the year, has become overly commercialized with a focus on spending to demonstrate affection. But a new US survey for WP Diamonds, conducted by Impulse Research, says that that is not what people really want.  For most, matters of the heart far are more important than the materialistic aspects of the day. And if a gift is given, it should be something truly meaningful.

“We fielded the survey because, as a trusted global leader in the jewelry resale market, where romance is often at the heart of purchase and sale decisions, we were curious to see how the conventional wisdom of America giving up on romance and instead preferring materialism really stands up,” said Andrew Brown, CEO of WP Diamonds. “What we found is that romance is alive and well.  People are craving a sense of real connection in their relationships, and Valentine’s Day is a key moment to celebrate that.  At the same time, extravagant shows of gifting are actually far less important than one might think for this particular holiday.”

Romance And Passion

According to the survey, romance and passion are what we want most for Valentine’s Day.  When asked what they would prefer for the holiday, 46% chose a romantic evening out and 21% value intimacy.  Third on the list was a night at home watching Netflix (19%) and just 14% chose the more materialistic option (extravagant gifts).

For women, the desire for a true emotional connection transcends Valentine’s Day and is in fact a guiding relationship principle.  Asked to rank what is most important from a man, 96% said honesty (the No. 1 answer), with passion (46%) ranking second. Far down on the list were “showy” options like high social status (No. 4, with 7%) and a luxurious wedding (No. 5, with 5%).

Proposals

For unmarried couples, Valentine’s Day is often the day when the marriage question is popped.  And according to the survey, the proposer had better come prepared with a ring, as 82% of women said it was either very or somewhat important to the wedding proposal.

For less emotionally meaningful pieces of jewelry, there’s always the chance that the recipient won’t like their Valentine’s Day gift.  So what do they do? The top response at 45% was to only wear it in the presence of the giver.  That was almost twice as high as the second ranked answer – to wear it for a while and then hide it away (23%).  With almost 70% of people not revealing what they really think about their holiday gift, the reality is that many will probably get rid of it at some point.  WP Diamonds impressive year over year growth and expanding global imprint indicates that selling unwanted gifts in a totally safe and secure environment is a popular route to take.

Make Or Break

Although Valentine’s Day is the holiday of romance, it is also a time when couples often examine the state of their relationships and decide whether to continue or end them.  But even with a break-up, survey respondents’ thoughts were focused not on matters of materialism or “faking” the relationship through the holiday, but on being honest with their partners, moving on to find better relationships and taking care of themselves.  After a break-up, if a ring is involved, 74% said that the person who paid for it should assume ownership, versus 26% who thought it should go to the recipient.  Interestingly enough, women (76%) subscribed to the you-paid-for-it-you-keep-it notion at a higher rate than men (69%).

When asked about the timing of a break up, just 4% said they would hold off until after Valentine’s Day so as not to jeopardize gifts and a nice meal.  The vast majority – 74% – said they would break up now.  For 46% of respondents, finding a better, more loving relationship was the best thing about breaking up, while taking time to reflect and focus on themselves was a close second at 44%.  Down at the bottom of the list:  finding a wealthier partner, at 3%.

About The Survey

Impulse Research conducted the online survey in December 2014 with a random sample of 1,091 men and women. The Impulse Research proprietary online panel has been carefully selected to closely match US population demographics and the respondents are representative of American men and women 18+.The overall sampling error rate for this survey is +/-3% at the 95% rate of confidence.

About WP Diamonds

Established in 2012, WP Diamonds is a leading online luxury buyer. The Company has operations in the United States, Europe and Asia, and purchases diamond items of all sizes and qualities.

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535 5th Avenue, 11th Floor,
New York,
New York 10017

Studio 212/213B,
The Big Peg 120 Vyse Street,
Birmingham, B18 6NF

6 Duddell Street,
Suite 604
Central, Hong Kong

N&E BLD., 5th Floor,
1-12-4 Ginza, Chuo-ku, Tokyo 104-0061