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How Do I Love Or Hate Thee? Valentine’s Day A Mixed Bag Of Promotional Opportunity

Valentine’s apps are all the rage this year, thanks to free downloads like the Valentine Arrows shooter game, the Kobo eReading app offering romantic book ideas, or the frugal $1.99 Love Songs — 100 Greatest of All Time music app, designed to get people “in the mood”. But according to recent studies about romance, Canadians may no longer be sweet on Valentine’s Day. A Virgin Mobile Canada survey says 83 percent of Canadians are feeling bitter about Valentine’s Day and are more interested in learning about breaking up than making up. In honour of the “heartless” holiday, Virgin Mobile’s website and Facebook page are loaded with tools to help people ditch a bad relationship — and of course, dump their existing cell phone provider at the same time.

Among the statistics uncovered in the Virgin survey:

  • 25 percent of Canadians aged 18-34 believe it’s perfectly acceptable to break up by phone or text if a relationship is less than three months old;
  • One in 10 young Canadians have secretly photographed their date to show the photo to friends later; and
  • 13 percent have faked a call or text message during a night out to have an excuse to bail on their date.

CareerBuilder has also released the results of a timely survey, namely their annual office romance study. Among the tantalizing findings?

  • 16 percent of men and 2 percent of women currently work with someone they’d like to date;
  • 18 percent say their relationship with a co-worker started at lunch;
  • 34 percent say they aren’t keeping their workplace romance a secret;
  • 11 percent report dating co-workers at least twice during their career; and
  • 6 percent have left their job due to an office romance.

And, last but not least, the 2011 ‘It’s Just Lunch’ Dating Trends survey found that while 42 percent of Canadian men say finding a compatible mate tops their list — ranking as an even higher priority than their career, 35 percent said they spend zero hours per week looking for dates. Men are more likely to dodge relationships and dating because of pressures brought on by Valentine’s Day, to the point where one-third of single men said they avoid being coupled between Thanksgiving and Valentine’s.

Single women are not feeling any friskier than men! The It’s Just Lunch Dating Trends study says a whopping 46 percent of single females spend zero hours per week looking for dates.

For those who are happily coupled and look forward to expressing love for their Valentine, the It’s Just Lunch study says 47 percent of Canadian women feel dinner at a nice restaurant makes a perfect date. As for gifts, one-third of women consider flowers and a card as the best tokens of affection on Valentine’s, followed by a spa package (29 percent) and jewelry (27 percent). It’s Just Lunch is a specialized dating services company operating in Toronto, Vancouver and Victoria, as well as, in the U.S. and internationally.

Sandra Upeslacis is President of IDEASPEAK Public Relations.


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