In a study carried out by Alliance & Leicester, it was revealed that more than half (53 per cent) of people believe Valentine's Day has become too much about the buying and receiving of gifts. However, with this in mind the country is to spend over 1 billion pounds on presents for the occasion.

Research from the financial services firm also showed more than a third (37 per cent) of men expect that they will spend more money on their partner than their other half will splash out on them. Meanwhile, 36 per cent of males will leave getting a gift to the very last minute, getting something a day or two before Valentine's Day arrives.

It was also revealed that spending in florists by male Alliance & Leicester debit cardholders during February 14th 2007 was six times above a normal day. Figures from the financial services firm also indicated that debit card transactions by all customers in restaurants over last Valentine's weekend (February 14th to 17th) was up by 36 per cent in comparison to a normal three-day period.

For those looking for a competitive way to fund buying a present for a loved one, taking out a loan might prove to be of assistance. This may be particularly helpful for people who want to get a particularly extravagant gift such as jewellery or a luxurious holiday.

Commenting on the figures, Emma Walkley, senior current account manager for the financial services provider, said: "Although people say Valentine's Day has been spoilt by over-commercialisation, spending patterns show that we still make an effort to celebrate it in some way. Last year's figures showed a rush of romance in the days leading up to the 14th February and the weekend after. This year is likely to show a similar trend, with florists seeming to be the salvation for those men who have forgotten that Valentine's Day is upon us and need a last-minute purchase, or who struggle finding interesting and imaginative presents."

Meanwhile, citing findings by Opinium Research it was shown that the typical Briton will spend 35 pounds on February 14th. Overall, spending on debit cards during last Valentine's weekend on the likes of flowers and jewellery was up by 60 per cent, in comparison to the preceding week.

Whether splashing out on a loved one for a last-minute Valentine's gift or simply wanting to get spending under control as 2008 progresses, applying for a low-rate loan could prove to be of assistance. Recently, Richard Al-Dabbagh, personal loans manager at Alliance & Leicester, stated that getting a personal loan provides an effective way for borrowers to sort out money management and have a "flying start to the new year". Upon getting a personal loan, it was claimed, borrowers may be able to fund making a major purchase such as a car or dream holiday. He also pointed out that loans often present a more cost-effective option in terms of the amount of interest payable in comparison to credit or store cards.