Have you ever felt like your partner missed the mark on Valentine’s Day? Arc, the brand activation agency within the Leo Burnett Group, is here to make sure that this year Cupid’s arrow hits its target. A new survey reveals the truth about how people really feel about Valentine’s Day. Based on the responses of a gender balanced and generationally representative group of men and women aged 21-69, the U.S.-based survey, “Hugs and Disses” uncovers the differences between how men and women approach Valentine’s Day as well as statistics specific to different generations. Arc shares these national survey results that help us better understand consumer behavior and attitudes surrounding Valentine’s Day. The survey is an extension of Humans Being, an ongoing exploration that pieces together the story of us. It’s a study on the changing face of humanity in culture, society, emotion, values and the human condition. “As marketers, we’re always seeking to better understand how people think and behave in the real world,” said Nick Jones, EVP, retail practice lead, Arc Chicago. “The survey gives us a glimpse into the personal expectations, purchasing behaviors and attitudes of couples as they celebrate this annual romantic holiday.”

1. 14
Tous
Some things guys and gals do agree on?
Less hot, more bothered?
Some gifts just miss the mark.
You got me what?
His way, her way...and then,
there’s Valentine’s Day.
I
You
ADM
IT
ONE
ADMIT ONE
14
Tous
It’satotalsmoochfest.
Over 80%expectakissandnearlyhalfexpect
alittlesomethin’somethin’more.
Tugatmyheartstrings…ormytooth?
10% of menthinktheday’sonlyslightlybetterthangettinga
toothpulled,andnearly double the women vs.menenjoythe
holiday.(48%vs.28%)
Openyourheart...okay,yourwallet.
37% of menthinkValentine’sDayisatotalracket.
Moremoneyformyhoney.
Mencoughupabout$137whilewomenspendonly$86.
Ireallyoughta.
Menare4 times more likelytogiveagiftoutofobligation.
Butdon’tbefooled,13% of womenseerightthroughthis.
Deareveryone.
Ladiesaremorethantwice as likely topostapublic
Valentine’sgreetingonsocialmedia.
Practicalmakesperfect?
Formen,thatis.23%valueapracticalgiftvs.14% of women.
Asurprise?Forme?!
Youshouldhave!Themostvaluablegifttowomen
turnsouttobe,surprise!Asurprise!(35%)
Willsheorwon’the?
22% of mendon’texpecttoreceiveathing,whileonly
8% of womenthinkthey’llendthedayempty-handed.
Doyoufeelspecial?
Welldoya?25% of menseeitasjustanotherday.
Um,sweetiepie?
Nicetry.28% of womengivecandy,but,oopsies!,
only12% of menwantit.
Takemeout.Fine,don’t.
39% of women wantaneveningoutataspecialevent.
Toobadonly20% of menactuallyplanonthis.
CanwePLEASE juststayin?
33% of women wantaromanticeveningathome.
Troubleonthehomefront?Only18% of menactually
havethisinmind.
Notfeelingthesparks.
17% of menwanttoreceiveelectronics,butonly
4% of womenplantoelectrifythedaywithsuchagift.
Theworstthingyoucangiveaguyonthis
cuddliestofdays? Anythingofthestuffedanimal
variety.Hemaybeasoftieatheart,butdon’tplushit.
Andwordtothewise?
HomeisNOTwhereherheartis.Givealadyhome
decor,andshejustmayblowoutthecandles,close
thecurtainsandslamthedoorinyourface.
That’ssonotfair.
30% of womenareatleastsomewhatenvious
ofhowothersaretreatedbytheirValentine.
Wetakeoursweettime.
Boy(orgirl!)doweprocrastinate!Over 40%ofuswait
untilthelastweektodecidewhattogetourValentines.
Dinner,please!
Dinneroutisthe#1thingmenandwomenplan
ongiving.Feedingrightintothis?It’salsothegift
theymosthopetoreceive.
Ididthisforyou...Imeanme...Imeanus.
Choosingapresentbothenjoyissomethingthat
49% of menand55% of womentrytodo.
P.S.thismeansIloveyou.
Womenare25% more likelytogive
theirgiftasasignoflove.
Some things guys and gals do agree on?
Less hot, more bothered?
Some gifts just miss the mark.
You got me what?
His way, her way...and then,
there’s Valentine’s Day.
I
You
ADM
IT
ONE
ADMIT ONE
Valentine’s Day means the same
thing to everyone...right?
Well, not so fast. From kisses to misses,
we explore the very different ways ladies
and gents think about the heart-filled day.
©2015. Leo Burnett Company, Inc. All rights reserved.
an exploration
that pieces together
the story of us.