When something like £800m is spent in the run-up to Valentine’s Day, you can understand why the retail and hospitality industry are more than happy to keep the pressure on for British men to pull off even more expensive and extravagant displays of romance for their partners come February 14th.

Men apparently worry about the occasion more than women do, suspecting that a wrong move could see them hitting the singles nights for the rest of the year.

However, do women really want the rocks and fancy meals? According to research by Visa UK, while the men are splashing the cash, both sexes would prefer displays of affection rather than expensive gifts.

Taking the simple, light-hearted approach not only relieves the pressure, but also strips the occasion back to what it really should be about, letting someone know they are in your thoughts. With this in mind, we asked women what they would consider to be the loveliest way to celebrate Valentine’s Day.

Sing a song

Alice Skidmore, stylist for London’s premier burlesque night The Whoopee Club (www.thewhoopeeclub.com), says a guy cannot go wrong with serenading a girl. “A friend of mine once serenaded a girl from beneath her window with an accordion, which he couldn't play. I think it worked in a charming, eccentric sort of way, “she says. “And an ex-boyfriend of mine once tidied my room beautifully, that was the best Valentine’s ever.”

Promise her a rose garden

Times writer, Sarah Vine also thinks that when it comes to romance, simple gestures work best. “A chap could buy a block of pink heart-shaped post-its, write all the reasons he loves his partner on them and then dot them around the house,” she offers. "Or plant a rose in the garden. He can do this each year they are together. Then, when they're 80 they'll have a beautiful rose-garden in memory of their love, unless they move house, of course, but it's the thought that counts.”

Have a winter picnic

For the boyfriend or husband who wants to make more of a grand gesture, imagination rather than money counts, according to Emma Peios, commercial director for Garden Photographer of the Year. She says her idea of a romantic but inexpensive Valentine’s celebration would be a winter picnic at Kew Gardens. “We could escape the dark and cold winter day and sit in one of the tropical conservatories and imagine we were somewhere exotic,” she says. “I would be surrounded by one of my favourite flowers, the orchid. It’s the perfect location for a romantic and steamy afternoon.”

Go for cocoa

Chocolate is often associated with Valentine’s Day, but rather than hand over a box of All Gold, Tess Gee, who runs Rise Media PR, says taking a girlfriend out for a hot chocolate in a fabulous café can be very romantic. “It’s a nice alternative to going out for a full-on meal,” she says. “There has been a trend in patisserie-style cafes opening, and what better way to treat a girl than snuggling up to her over a gorgeous cup of hot chocolate in sumptuous surroundings.” For London-based lovers, the gourmet chocolate store and cafe La Maison du Chocolat, on Piccadilly, is staying open until 8pm tonight. While the InterContinental London, on Park Lane, is serving chocolate afternoon tea.

Make a monumental declaration

My very own simple celebration idea is ‘giving’ your girl a particularly romantic building or landmark. A former boyfriend took me to the side of a heart-shaped Chancellor’s Lake, on Aston University’s campus, and promptly ‘gave’ it to me. Thousands of students pass it everyday and possibly never give it a thought, but to me it is one of the most romantic places I’ve visited. So take a bottle of champagne and two glasses and hitch up outside your favourite piece of architecture, and woo your loved one with virtual ownership.

Do it e-asily

Speaking of virtual romance, a new website allows you to be environmentally friendly, cost-efficient and romantic at the same time by sending out a type of email Valentine card. Simply type in some details and a message at www.loveinabox.com and a beautifully animated email will flutter into the object of your affections inbox. Perfect for the men who leave everything to the last minute.

Which - let's face it - is a lot of you.

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