The cost of Valentines: Somerset couples say they're having to make dating cut backs
It's as the average 18-35 year old has more than ÂŁ2,000 in dating debt
We've spoken to couples in Somerset who say they've had to cut back on Valentines plans to save money.
It's as a new survey from Experian found the average 18-35 year-old is racking up ÂŁ2,246.50 of debt from dating.
The same report also found more than a third of single men admitted to browsing social media profiles to check if they could afford their lifestyle.
It's as the cost of living continues to bite, with restaurant meals and gifts becoming more unaffordable.
"We've been together 14 years and this is probably the first year we've decided not go out on Valentines because of the cost of everything," said one couple in Wells, "you find yourself looking at prices of everything from a glass of wine to your main course.
"Definitely we've downsized a bit this year."
"It is difficult to do these days," said another, "I can't imagine if you're dating how annoying that must be because how can you afford to meet anyone nowadays?"
Others are choosing to cook at home, rather than eat out.
"You don't have to spend a lot of money to have a lovely evening," said one gentleman buying orchids for his wife, "you don't have to go out for an expensive supper - you can cook something!"
But many local businesses in the South West rely on events in the calendar such as Valentines and Mother's Day.
Rebecca Branch is a florist, who owns Branch and Bloom in Wells.
"For small businesses, having these dates in the diary gives us something to look forward to," she said, "over recent years it has been hard so knowing that we've got these guaranteed days in the diary means we've got money coming in to help us keep going."
She believes celebrating your loved one with a gift doesn't have to cost the world.
"It doesn't really matter how much you spend at the end of the day - even if it's just one rose or a little bit of foliage, if you come to a small independent business the flowers are going to be put together by someone who really cares about what they're doing.
"If you just come and pick out a rose that you really like and you think the person that you're giving it to will really like it, then that to me shows that you put some thought into it."