The UK shopper spends an average of £119 on their other half on Valentine’s Day February 14, according to data from Rakuten, which owns marketplace

Valentine's Day infographic

Last year lingerie sales surged 27% year-on-year in the run up to Valentine’s day in the UK, while Rakuten calculates UK jewellery sales peak on February.

Our US counterparts are more prepared however, getting the most of their jewellery on February 3 in the US.

Rakuten’s marketing director Adam Stewart said: “Valentine’s Day continues to be another significant event for retailers, whether online or bricks-and-mortar. 

“With sales online continuing to increase year-on-year, it’s important that retailers are ready to take advantage of the opportunity this offers them to engage with shoppers, whether this means offering special deals, dedicated Valentine’s sections to your online store, or guaranteed next day delivery for those slightly more last minute shoppers.”