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Published on February 13, 2008

Love may be sweet - but it's not cheap and it's subject to inflation. Thais are expected to spend Bt2.16 billion this Valentine's Day, mostly on flowers, greeting cards, chocolates, gifts, and dolls.

They will also splash out at restaurants, cinemas and karaoke parlours, according to a poll by University of Thai Chamber of Commerce (UTCC).

Based on a per capita basis, people will spend an average of Bt1,282 on Valentine's Day. The 30-39 age group is expected to spend the most at Bt1,756, and the 19-22 age group the least at Bt709.

The UTCC poll covering 1,223 respondents nationwide was conducted from February 8-10. Its finding showed that though the spending is 15.1 per cent up from Bt1.87 billion last year, the higher spending is due to the increase in product prices.

The poll showed that respondents shared the same view that festival prices had spiked - particularly for flowers and other gifts.

Another survey by GE Money, covering 3,115 employees in Asian countries, showed that Thais are likely to spend the least among Asian employees on the day, with 54 per cent of women and 49 per cent of men indicating an average spend of up to US$50 (Bt1,600).

Dinner was chosen as the "preferred'' option for Valentine's Day by 58 per cent of women and 74 per cent of men, followed by gift giving.

The survey concluded that Asian women would spend slightly more than men on Valentine's Day, as 34 per cent of women said that they would spend up to $50 compared with only a quarter of men.

A further 32 per cent of women said they would spend between $50 to $100 compared with 29 per cent of men.

Thais are likely to spend the least on Valentine's Day, with 54 per cent of women and 49 per cent of men indicating an average spend of up to $50. Dinner was also chosen as the "preferred'' option for Valentine's Day by 58 per cent of women and 74 per cent of men, followed by gift giving.

The GE Money poll found that Filipinos are the most "romantic'' in Asia, with 72 per cent saying they planned to celebrate Valentine's Day in 2008.

Results showed that Korean and Thai men are more "romantic'' than their women, with Thai women the least likely to celebrate Valentine's Day. Overall, Japanese men are the least responsive. When asked to rate their top three most desirable gifts, Asian women chose flowers [53 per cent], jewellery [51 per cent] and travel [35 per cent]. Tying in at an equal third place was chocolate.

Just one-fifth of women preferred lingerie or personal gifts. Only 8 per cent of Asian women chose cosmetics.

For Asian men, their most desired gifts were chocolate,[42 per cent], followed by flowers at 41 per cent and jewellery at 29 per cent. 

Petchanet Pratruangkrai

The Nation