- New research reveals that nearly half (43%) of Brits find idealised, over-the-top Valentine’s Day romance ‘icky’, including gestures such as calling each other pet names, wearing matching outfits, and public declarations of love on social media
- Instead, lovers say true romance is found in everyday acts, like partners doing the specific household chore you hate and sending funny memes – favouring comfort, familiarity and shared moments over grand gestures
- As couples move away from over-the-top Valentine’s traditions, Just Eat is championing a more realistic approach to romance, centred on comfort, ease and shared moments at home
New research reveals that Brits have officially got the ick from Valentine’s Day, with nearly half (43%) admitting that idealised romance is 'icky’, and 36% believing that standard sentimental Valentine’s Day cards are too cheesy and unrelatable.
Rather than grand romantic displays, Brits say it’s the simple, everyday gestures that matter most in a relationship. Many admit that cringy acts, like wearing matching outfits (42%) or being gifted a human-sized teddy bear (30%) feel more ‘icky’ than affectionate.
Instead, couples say feeling truly loved comes from small, realistic moments, such as feeling comfortable to eat messily in front of them (27%), or putting their phone on charge when you notice the battery is low (23%), or even something as simple as surprising them with a takeaway (19%). Overall, modern Brits are favouring relatable, human gestures as key romance indicators, instead of stale, overdone cliches.
This Valentine’s Day, Just Eat is celebrating more relatable romance and the joy of the ‘great night in’ with a range of offers as couples prioritise comfort and value over expensive restaurant bookings. Across the UK, orders typically increase in the week of Valentine’s Day, with last year’s biggest uplifts seen in the South West and Wales. The on-demand delivery app is also seeing a trend for romantic mornings with breakfast deliveries rising 10%, as well as couples treating themself to something sweet with independent dessert shops seeing a 14% boost.
What’s more, with 17% of couples admitting to forgetting cards and 20% scrambling at the last minute, Just Eat is the go-to for the busy, everyday realities of modern love - whether that’s a night in with a Thai feast or the forgetful partner in need of a secret delivery of roses and a card.
Leigh Phillipson, Commercial Director at Just Eat, said: “For many of us, food plays an important role in celebrating Valentine's Day. We love to see our customers showing love to their local independent brands on the day - whether it's their usual Chinese takeaway, a special breakfast delivery or an indulgent dessert. To help customers enjoy a great value Valentine's Day, we've got a range of amazing offers on local favourites."
With a huge variety of local favourites to choose from in just a few simple taps, Brits can bypass the stress of bookings and meal prep to enjoy a delicious, romantic, hassle-free Valentine’s Day. Customers can check out the range of offers local to them via the Just Eat app, or online. Download the app here.
- Being bought flowers for no specific reason (38%)
- Doing the specific household chore their partner hates the most (32%)
- Using their lap as a pillow while relaxing (31%)
- Sending them a funny meme to get through the day (28%)
- Feeling comfortable enough to eat messily in front of them (27%)
- Kissing their partner when they have garlic or stinky breath (26%)
- Playing with their hair while watching a movie on the sofa (24%)
- Plugging in their phone when the battery is low without being asked (23%)
- Replacing their go-to snacks before they run out (22%)
- Surprising their partner with an unprompted takeaway (22%)