A general rule on Valentine’s Day is that love is measured by the amount or quality of presents given. For example, did you know that men in both the UK and US spend twice as much as women on Valentine’s Day? Not only that, but 20% of women said that cheap flowers or tacky jewellery would be the worst possible gifts to receive.
So why do men spend so much? Among the variety of different reasons set out in the infographic below, the main one is reciprocity: the idea of giving something and expecting something in return.