Better to Be Fun Than Rich: Discover Valentine’s Day Survey Reveals What People Look for at the Start of a Relationship

As Relationships Grow, So Does the Importance of Financial
Stability; Millennials to Spend the Most on Valentine’s Day

RIVERWOODS, Ill.–(BUSINESS WIRE)–People looking for love seek fun over finances, according to Discover’s
2016 Valentine’s Day Survey. The national survey included adults, ages
18 and over, in various stages of relationships. When asked to pick
which was the most important factor when entering into a relationship,
40 percent chose fun and adventure, followed by physical attraction at
29 percent, financial stability at 19 percent and starting a family at
12 percent.

The survey also shows that once in a relationship, people place a higher
value on their partner’s finances as their relationship gets more
serious. Among those dating, 59 percent consider their significant
other’s financial stability to be very or extremely important. Once
engaged, that level of importance jumps to 82 percent.

Engaged couples also communicate more about their finances, with 44
percent saying they discuss finances with their significant other at
least once a week, compared to 11 percent of those dating.

To Gift or Not to Gift?

Did your significant other tell you not to buy him or her a Valentine’s
Day gift? If so, there’s a good chance they’re still hoping for one. Of
the 75 percent who told their partner not to bother with a gift, 28
percent honestly meant it, while 47 percent think it would be nice to be
surprised with a gift.

Valentine’s Day Spending Trends: Millennials to Spend Twice as Much
as Baby Boomers

Discover’s survey also asked about expected Valentine’s Day spending.
Overall, consumers say they’ll spend an average of $143 on their
sweetheart this Valentine’s Day, with Millennials, ages 18 to 34,
planning to spend the most at $185 on average. That figure is more than
double the $70 that Baby Boomers, ages 55 and over, plan to spend.

Credit cards are expected to be the most popular form of payment this
Valentine’s Day, with 49 percent of shoppers planning to charge their
purchases. Forty-four percent say they’ll use cash, 43 percent debit
cards and 10 percent will redeem credit card rewards.

Compared to 10 years ago, credit card use is expected to be up 26
percent, debit card use up 13 percent, and the use of cash down 28
percent, according to figures from Discover’s 2006 Valentine’s Day

This year, 44 percent of consumers say they’ll do most of their
Valentine’s Day shopping in-store, versus 18 percent who will primarily
shop online. In addition, 91 percent say they do their shopping a week
or more before Valentine’s Day.

About Discover’s 2016 Valentine’s Day Survey

The national survey of 2,023 consumers ages 18 and over was commissioned
by Discover and conducted by Instantly, an independent survey research
firm, from January 19 to 22, 2016. The maximum margin of sampling error
was ±5 percentage points with a 95 percent level of confidence.

About Discover

Discover Financial Services (NYSE: DFS) is a direct banking and payment
services company with one of the most recognized brands in U.S.
financial services. Since its inception in 1986, the company has become
one of the largest card issuers in the United States. The company issues
the Discover card, America’s cash rewards pioneer, and offers private
student loans, personal loans, home equity loans, checking and savings
accounts and certificates of deposit through its direct banking
business. It operates the Discover Network, with millions of merchant
and cash access locations; PULSE, one of the nation’s leading ATM/debit
networks; and Diners Club International, a global payments network with
acceptance in more than 185 countries and territories. For more
information, visit


Derek Cuculich, 224-405-0665