As Red Saturday looms we reveal the true cost of love in 2016 and where in the UK will spend the most

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Tomorrow signals the start of the ’s Day spending rush.

Dubbed ‘Red Saturday’, millions will splash out on organising dates and buying gifts for their loved ones.

Overall interest in will also be at its highest point of the year this weekend – reaching 55% up on the average day, according to website eHarmony.

Such is our infatuation with 14 February that it is predicted we’ll be spending a whopping £958 million on Valentine’s Day gifts.

However, the figure is far less than the £1.5 billion we spent last year.

One of the main for the reduced spending is that 34% fewer will be celebrating Valentine’s Day this year compared with 2015.

And of those who will be doing something special with their lover, half will expect to spend 30 minutes or less shopping for gifts or planning a date.

Read more: Why being on Valentine’s Day can be AWESOME

So which region will be spending the most?

As Red Saturday looms we reveal the true cost of love in 2016 and where in the UK will spend the most

The average UK resident will spend £42.02 this year, with people in London, East Anglia and Scotland spending the most.

By contrast those in Yorkshire will spend the least.

Good news for women, data from online company Prezzybox shows that will spend twice as much on gifts, with 74% of likely to buy a gift for their significant other compared to 69% of women.

The data also revealed younger people were more inclined to celebrate the romantic day – 25 – 34 year olds came out on top as the age group most likely to buy their a gift on Valentine’s Day.

Use our special offer code LOVEMIRROR and get eHarmony for £9.95 per month. Sign up now here.

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