The DDB Life Style Study, the nation’s largest and longest-running annual consumer survey, has revealed insights on the differences between men and women’s perspectives about the significance of Valentine’s Day.

When asked ‘what would upset you more on Valentine’s Day? from a list of choices ranging from receiving a gift you didn’t like, receiving the same gift as last year, receiving a gift card, or receiving just a card, women were far more likely than men to say they would be upset if their spouse or romantic partner did not do anything to acknowledge the day.  Women were almost twice as likely to dwell on this as 51% of female respondents said they would be dismayed compared to only 26% of male respondents.

Moreover, the Life Style Study reveals that this gender difference in attitude also prevails regardless of marital or dating status. However, it appears that if you are married, acknowledging the day is not nearly as tantamount as it is if you are dating someone.

22% of married men vs. 32% of men living with someone in a relationship vs. 39% of men dating somebody but not living with them would be upset if their partner did not acknowledge the day at all.

47% of married women vs. 63% of women living with someone in a relationship vs. 66% of women dating somebody but not living with them would be upset if their partner did not acknowledge the day at all.

These statistics not only corroborate the finding that women place a greater emphasis on the significance of acknowledging Valentine’s day than men, but also that both genders view acknowledging the day as an important barometer of how their romantic partner feels about them.  Therefore, people in committed, long-term relationships view the holiday differently than those in newer, more casual relationships.

The Life Style Study also confirms that a similar sentiment holds true even for women who are not currently dating someone.  51% of non-dating women vs. 28% of non-dating men still feel that they would be upset if their future spouse or romantic partner didn’t do anything to acknowledge the day.

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