While lovers may have gone pillar to post to look for the most wonderful gift to floor their beloved, what might actually touch a chord more than anything else, is quality time,according to a recent poll.
A telephone survey of 1017 UK adults, conducted earlier this month revealed that couples prefer spending quality time together on Valentine's Day to receiving gifts
Almost nine out of 10 people in a relationship said that undivided attention would be preferable to an "indulgent gift" on Valentine's Day.
The survey also found that men were less materialistic than women, with 91 percent preferring time to a gift compared to 86 percent of women.
The findings of the research were published by the Church of England's www.yourchurchwedding.org website.
The poll and a new 'romantic prayer' published on the website, were released to coincide with the end of National Marriage Week.
"Anyone can grab a gift to hand to someone - but giving a person your undivided attention is the ultimate compliment," the Daily Star quoted Rev Jan Harney, co-author of the new prayer, as saying.
He added: "Love is what matters to people, not expensive presents. These results underline that couples can have a special Valentine's Day even if they have less money at the moment. After all, the best things in life are free."