Brits ditch ‘anti-climactic’ Valentine’s Day celebrations – to treat themselves instead

One in five Brits say Valentine’s Day is always anti-climax, according to research. A survey of 2,000 adults found that while 21% believe Valentine’s Day should be the most pleasurable day of the year, 42% expect to skip it. Instead a quarter of people have plans to dial up the indulgence more than ever this Valentine’s Day by treating themselves.

This trend is being driven primarily by the younger generations, with 43% of Gen Z and 40% of Millennials planning to treat themselves. Despite this, the research, commissioned by Gü Desserts, revealed Brits aren’t prioritising pleasure in everyday life, and 39% blame fast-paced, busy lifestyles for this.

Nearly half (48%) say they are stuck in the same routine, and 43% aren’t making enough time for themselves.

However, the nation’s most common small uplifting moments come from enjoying delicious food (46%), sitting on the sofa at the end of the day (33%), and sex and intimacy (30%).

The UK is also increasingly turning to sound to regulate their moods and escape the mundane. More than one in seven (16%) are using auditory escapism to intensify their daily lives, including Romantasy (42%) and audio erotica (32%).

The findings mark the launch of dessert brand Gü’s ‘Saucy Stories’ campaign with Mark Wright and food psychologist Professor Charles Spence.

The audio recordings are designed to create a full sensory experience using deep, husky tones that can intensify flavour and richness, and make the experience of eating more enjoyable and indulgent.

Charles Spence said: “Flavour is more than just a matter of what tickles our tastebuds; it is a multi-sensory symphony. The science of sound proves that certain audible frequencies can alter our perception of food.”

He added:“Deep, ‘husky’ tones, like the ones used in the Saucy Stories, have been shown to intensify the richness of chocolate and the creaminess of textures.

“By matching the right sounds with the right flavours, we’re essentially ‘hacking’ the senses to make every bite feel more intense and every flavour deeper and more enjoyable.”

Almost half of Brits (49%) found that multi-sensory satisfaction can enhance their pleasure, yet 27% feel they are missing out on this satisfaction their lives crave.

Furthermore, the nation is constantly distracted when eating as 67% regularly consume meals in front of the TV, averaging five days a week, and 34% admit to scrolling social media while snacking.

Mark Wright, said: “We’re all guilty of distracted eating, scrolling through our phones while we are meant to be enjoying a treat.

“This Valentine’s Day, I’m showing the nation the “Wright” way to indulge. Narrating the Saucy Stories was about setting the ultimate mood, an audio experience that matches the intensity of dessert, helping people shut out the world, prioritise pleasure and treat themselves this February.”