Good in Bed Survey on Valentine's Day

The full report is available in pdf format.

Valentine's Day


  • Over 65% of respondents plan to show affection on Valentine's Day, defined as sex, kissing, making out, and acting sensual with one another.
  • Nearly 85% of respondents believe that having sex is an important part of Valentine's Day.
  • Over 60% of respondents will be disappointed if they don't have sex on Valentine's Day.
  • While flowers, chocolate, and lingerie still top the list in gift-giving, 30% of people plan on a more specifically sex-oriented gift.
  • Over 55% of the participants indicated they were willing to try something new sexually because it's Valentine's Day, and this wasn't significantly different for men and women.
  • Nearly 40% of participants would hook up sexually with someone because it's Valentine's Day.
  • Over 40% think it's important not to be alone on Valentine's Day.
  • More than 50% of the sample plan to use texting to express their feelings to their partner on Valentine's Day.


  • Half of the women (48.8%) and over half of the men (61.7%) indicated that they were planning to celebrate Valentine's Day this year.
  • Valentine's Day is looked at as a special day for 51.1% of men and 41.5% of women.
  • The majority of participants (75.5%) believe Valentine's Day is about showing caring/affection to a romantic partner.
  • The most frequently cited emotion associated with Valentine's Day for these participants was happiness, with 41.4% of participants endorsing this emotion.


Valentine's Day, although typically a working day, is a holiday that is celebrated in many countries around the world. It is second to New Year's Eve in the most celebrated holidays worldwide. It is a holiday that revolves around the celebration of love. Despite the popularity of this holiday worldwide, a small amount of scientific literature has been dedicated to the attitudes, perceptions, and participation in Valentine's Day celebrations. Research conducted two decades ago found that men have different attitudes toward the holiday and gift-giving on Valentine's Day than women and that men have mixed feelings about gift exchange around Valentine's Day.1 Research has also found that Valentine's Day can have a negative impact on relationships, and couples are more likely to break up around Valentine's Day than during the rest of the year.2 Other research has examined the consumer perspective of Valentine's Day and found a love-hate relationship with Valentine's Day, with some people reporting it as a consumerism- and commercialism-driven holiday.3,4 Additionally, some research has used behavioral intention models to predict Valentine's Day gift-giving.5 We based our survey methodology on the findings of the limited previous research that examined the function of Valentine's Day.


Data was collected through an online survey. Participants were recruited through various online forums (e.g., email listservs, online articles, social media websites) and directed to the study website. Potential participants were informed that a small incentive would be offered for involvement in the study (a code to redeem a free e-book from, worth $5.95). Once all missing cases (n = 143) were removed, the final sample consisted of 2,093 participants: 1,241 men (59.3%) and 852 women (40.7%). For sample characteristics broken down by gender, see Table 1.

Upon accessing the survey, participants were presented with a number of questions that assessed various demographic variables and current relationship dynamics followed by a number of questions on plans, attitudes, and perceptions related to Valentine's Day.

This study used a web-based data collection method. Participants provided electronic consent prior to beginning the survey. Internet surveys provide a more comfortable environment to collect data on sensitive issues such as sexuality, and therefore individuals are more likely to submit accurate sexual and relationship information online. All responses were completely anonymous and we did not collect any identifying information from participants.


  • 1241 men (59.3%)
  • 852 women (40.7%)
  • 91.5% heterosexual, 1.2% gay or lesbian, 5.4% bisexual, .8% uncertain or questioning, 1% other
  • 8.6% single (not dating anyone)
  • 6.1% casually dating
  • 18.8% seriously dating
  • 4.2% engaged
  • 57.9% married
  • 1.7% separated
  • 2.3% divorced
  • 0.4% widowed
  • 3.6% have been in their relationship < 3 months
  • 3.3% have been in their relationship 3 to < 6 months
  • 15.3% have been in their relationship 6 months to < 3 years
  • 8.2% have been in their relationship 3 years to < 5 years
  • 6.7% have been in their relationship 5 years to < 7 years
  • 8.0% have been in their relationship 7 years to < 10 years
  • 11.5% have been in their relationship 10 years to < 15 years
  • 10.1% have been in their relationship 15 years to < 20 years
  • 12.2% have been in their relationship 20 years to < 30 years
  • 9.6% have been in their relationship 30 years or more
  • 11.3% are not currently in a relationship


1Otnes, C., Ruth, J. A., & Milbourne, C. C. (1994). The pleasure and pain of being close: Men's mixed feelings about participation in Valentine's Day gift exchange. Advances in Consumer Research, 21, 159-164.
2Morse, K. A., & Neuberg, S. L. (2004). How do holidays influence relationship processes and outcomes? Examining the instigating and catalytic effects of Valentine's Day. Personal Relationships, 11, 509-527.
3Close, A., & Zinkhan, G. M. (2006). A holiday loved and loathed: A consumer perspective of Valentine's Day. Advances in Consumer Research, 33, 1-10.
4Close, A., & Zinkhan, G. M. (2009). Market-resistance and Valentine's Day events. Journal of Business Research, 62, 200-207.
5Netemeyer, R. G., Andrews, J. C., & Durvasula, S. (1993). A comparison of three behavioral intention models: The case of Valentine's Day gift-giving. Advances in Consumer Research, 20, 135-141.

The full report is available in pdf format.