While Valentine's Day is often played down as a commercial ruse, many Kiwis would not be impressed if their partner forgot the day.
A total of 47 per cent said they would be disappointed if their partner forgot the day, even if they were not fussed about the celebration. A further 29 per cent took an even more extreme view, saying everyone should do something for their partner on the day.
"We were most interested to find that New Zealand loves 'love' and that people still enjoy the sentiment behind celebrating Valentine's Day," said AMP Regional Centre Manager Emma Smith.
Interestingly, the commercial aspect of Valentine's Day seems to be self-imposed in many instances. More than 50 per cent of respondents said they preferred spending quality time with their loved one over receiving material items. An additional 26 per cent said that they preferred to do nice things for their partner rather than buying trinkets.
"Kiwis value spending quality time with their partners, and mostly, just hope they'll be thought of in one way or another," said Smith.
Half of those surveyed this time said they were expecting to spend about $50 on Valentine's Day this year.
However, given the pressure of expectation and the powerful promotional machine operating in the background, it might prove a little difficult to stick to this limit.