Price of romantic favourites rises due to V.A.T. (Valentine’s Added Tax)

published on 11. Feb 2014

Dating on Valentine’s Day could leave singles with an unnecessary dent in their wallet, according to findings published today by Research by the dating service has found that the price of many so-called Valentine’s essentials such as dining out, flowers and chocolates increase on February 14th and the days beforehand.

Eating out is one of the biggest casualties of this V.A.T. (‘Valentine’s Added Tax’), with’s research showing that average restaurant prices increase by 35% on Valentine’s Day compared to a normal night. Most chains and independent restaurants offer only special set menus and specified seating times, meaning consumers get less for their money. But wining and dining isn’t the only area where singles will get stung by dating on Valentine’s Day.

Prices for a delivery of a dozen red roses were on average 58% higher on Valentine’s, while chocolates increased by a more manageable 1%. The cinemas surveyed also saw an average price increase of 36%, although this also included additional extras such as champagne at some venues, and many kept their prices unchanged for the big day. 90% of singles surveyed by as part of its annual LoveGeist Report said that they believed prices for Valentine’s-related items increased around 14th February. Just 3% of these believed that price rises were acceptable (compared to 25% who said they were unacceptable) while 22% said that these increases put them off celebrating altogether.

However, some Valentine’s essentials actually saw their prices drop in the lead-up to the big day. Champagne prices dropped by an average of 14%, while perfume was 2% lower than normal, thanks to Valentine’s-inspired promotions at supermarkets and on the high street. is encouraging single daters to shun Valentine’s Day, advising its members that there are 364 better days each year on which to date. Kate Taylor, relationship expert at comments: “Valentine’s Added Tax is yet another reason for daters to leave February 14th to couples. Singles have the whole of the rest of the year to go dating, so why pick the most expensive night to go out?”

Taylor continues: “Valentine’s Day and everything that goes along with it can put a lot of unwanted pressure on singles. If you’re not a fan of February 14th you’d be better off using the time to meet likeminded singles online or signing up to one of our regular nationwide nights to line up dates for another night. Remember, there are 364 other, better days to date than Valentine’s day.”

Visit to discover more ways to meet potential dates for one of the other 364 days in the year.


About the research

Research conducted by Brands2Life, based on publicly available price information. Base prices recorded between October 2013 and January 2014 and compared to prices of products and services on February 14th (meals out, flowers, cinema) or in the week immediately before February 14th (chocolates, champagne, perfume). The following number of prices were compared:

  • Perfume: 20 x prices
  • Meals out: 12 x prices
  • Champagne: 12 x prices
  • Chocolates: 12 x prices
  • Cinema: 6 x prices
  • Flowers: 4 x prices

Additional research undertaken by YouGov Plc; interpretation by Brands2Life.

Total sample size was 2,064 adults, of which 122 were single and actively seeking a relationship / dating. Fieldwork was undertaken between 4th – 11th September 2013.  The survey was carried out online. The figures have been weighted and are representative of all UK adults (aged 18+).

About Match Launched in 1995, Match is a leading online dating brand in the UK, offering a wide array of features and services.
Through the Match app, singles have all the means to meet other singles ready for a real relationship, via Live and Audio discovery features, or IRL Singles Events. Combining technological innovation, efficiency, support (during LiveCoaching sessions) and Customer Care, Match continually offers new services to spark real connections.
As a founding member of the Online Dating Association (ODA), Match is committed to providing a safe and confidential community for its members.

Match is operated by Meetic and its affiliated companies in Europe, which are part of Match Group, a leading provider of digital technologies designed to help people make meaningful connections. For more information, visit
Let’s share the love together For questions and interview requests, leave us your contact details and we’ll be in touch.

    *Mandatory fields
    Meetic will process your data for the purpose of handling your request. Your data will be deleted after 12 months. For more information on how Meetic processes your data and your rights, please see our Privacy Policy.