The online survey - carried out among residents of the GCC, Levant and North Africa countries - looked at overall attitudes regarding the best and worst of the ‘romantic holiday’.

Compared to previous years, respondents generally agreed that Valentine’s Day is just too commercial for their taste.

Feedback also highlighted how love mustn’t be assigned to a single day, and that there are perhaps better opportunities to celebrate relationships on anniversaries and other occasions.  

Despite the shift in outlook, 80 percent of people surveyed who are in a relationship say that they are planning to arrange a special day, evening or weekend activity for their partner on Feb. 14.

It’s a considerable number given that only one in three people in the region admit to celebrating Valentine’s Day every year.

Trends in hot gift items may also be changing.

This year flowers and perfume were ranked on the top of people’s “wish list” for gift items, surpassing things like jewelry and chocolate as the go-to fallback.

While nearly 70 percent of people say that their partner doesn’t know what they want for Valentine’s Day, what’s surprising is that an almost equal number of people admit to not asking their partner what they would like!

“People enjoy rallying around public holidays and celebrations, so it’s interesting to hear why they choose to go out of their way to make these seasonal occasions special,” says Tamara Deprez, head of Yahoo! Maktoob Research.

“Traditions and personal beliefs play a huge role in that decision-insight that can speak to the larger cultural identity of a population.” 

A host of related opinion polls and surveys can be found through the Yahoo! Maktoob research community Arab Eye, accessible online through the new Yahoo! Maktoob homepage for the Middle East presented in both English and Arabic.

Questionnaires are distributed through Arab Eye, the Yahoo! Maktoob Research community, with e-mail invitations in both Arabic and English languages and panel members in receipt of the invitation selected at random.

The online survey was carried out among 2,437 residents of the GCC, Levant and North Africa countries.