Romance Trumps Expensive Gifts This Valentine's Day

An Overwhelming 87% of Women Polled By iVillage Rank A Simple "I Love You" As The Most Important Part of the Holiday

New York, NY, February 7, 2011 – Love is in the air this Valentine’s Day! This year, men can put away their wallets and skip the expensive gifts of lingerie, perfume, clothes and accessories. iVillage’s vibrant community of 30 plus million women have spoken up -- the days of the “material girl” are gone and good old-fashioned romance is the key to her heart this February 14! According to the new iVillage poll, The Ultimate Valentine’s Gifts for Women, released today, women rank ‘romance’ as the #1 gift they are looking forward to this season. The poll revealed an overwhelming number of women are seeking gifts of love this year over something tangible – with just hearing the words ‘I love you’ taking 87% of the iVillage vote as the most important part of the holiday.

The study also revealed that on this most romantic day of the year:

  • 80% of married women and moms polled said that spending romantic time together with their significant other was important
  • 45% of married women chose a romantic dinner as their preferred way to spend February 14 – beating out roses, chocolates, a spa treatment and even a new handbag as gift of choice
  • Close to half of those polled (43%) said they would like to receive a Valentine’s Day card, with 30% saying that poetry and sweet nothings would also make a great gift
  • 72% of women report that Valentine’s Day is not their only night of romance each year, with an even higher percentage (76%) of moms reporting the same
  • 44% of iVillagers feel that Valentine’s Day is a great time to say ‘I love you’ to ALL those you care about and not just your partner


"iVillage women have said it loud and clear - men should give from their hearts and not necessarily from their wallets this Valentine’s Day,” said Kelly Wallace, iVillage Chief Correspondent. “Women are showing a more traditional, emotional side, preferring romantic dinners at home and poetry in cards – rather than the fancier gifts of Valentine’s past. It’s a clear sign of the times that women are placing higher value on what Valentine’s is really about. Actions speak louder than words, this holiday, men should consider a home cooked meal for two to celebrate with their special someone.”

Men, take note: while 8 out of 10 women surveyed are expecting a gift this Valentine’s Day, gifts shouldn’t have to break the bank. More than half (55%) of respondents felt that a gift under $50 is just right, with 31% saying that a gift under $25 is just fine. Many of the suggestions and traditions that were shared by community members included: a donation to a charity in her name, repairs around the house, cupcakes for dessert, cuddling up on the couch and watching favorite films as well as exchanging handmade cards and old-fashioned paper love letters with each other.


Online survey in partnership with Insight Express conducted with 330 women recruited from the iVillage website Jan 12 – 24, 2011.

About iVillage
iVillage is the largest content-driven community for women online reaching 30 + million unique visitors per month (comScore October 2010). With over four million plus conversations annually and thousands of specific brands talked about weekly, iVillage is at the center of her digital routine. Every day, women come to iVillage to connect, share advice, find life tools and engage in conversations that matter most to them in the areas of Pregnancy & Parenting, Health, Food, Entertainment and Beauty & Style. Additional businesses and brand extensions within iVillage include iVillage UK, Digital Works @ NBCU, and GardenWeb. iVillage Inc., is based in New York City, and is part of the NBCUniversal Women & Lifestyle Entertainment Networks Group. Join iVillage’s Facebook group at and follow us on Twitter at

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