Valentine's Day in Switzerland: love or commerce?

Whether a romantic highlight or exaggerated marketing hype - Valentine's Day polarizes opinion. A recent study by Marketagent Switzerland of more than 1,000 respondents shows that enthusiasm for February 14 is rather muted. "Only a quarter of German-speaking and French-speaking Swiss people think it is important to celebrate Valentine's Day," says Roland Zeindler, Managing Director of Marketagent Switzerland.

There is a clear age difference here: while the day hardly plays a role for older generations, Generation Z, at 39 %, attaches the most importance to celebrating. Surprisingly, more men (30 %) than women (19 %) attach importance to Valentine's Day.

Romance or commerce?

Despite its long tradition, Valentine's Day remains a day with an ambivalent perception for many. The majority of respondents see it as commercial, exaggerated and kitschy - yet two thirds recognize its romantic character. At the same time, only a small proportion know where the custom actually comes from: Only 14 % of respondents know the historical background in detail, while 40 % know at least some details.

Gifts and expectations

Although many are skeptical about the day, almost half (45 %) plan to give a gift on February 14. Flowers (24 %), love letters (22 %) and chocolate (19 %) are particularly popular. The Swiss are generous: the median amount spent on gifts is CHF 50. It is striking that men (40 %) are more likely to give gifts to their partner than women (30 %).

While 17 % of respondents would be disappointed if their partner ignored the day, this figure is significantly higher among Generation Z at 48 %. At the same time, 12 % feel relieved if they don't have to celebrate Valentine's Day. Particularly explosive: 36 % of respondents report that a gesture meant to be friendly on Valentine's Day has been misunderstood as a romantic signal - proof of how differently this day can be perceived.