In 2006 and 2007 researchers from the American global performance-management company Gallup conducted a worldwide survey to form a comprehensive global index of love all over the world.

Researchers asked people everywhere whether they had experienced love the previous day, and South Africa came in at number 43 with 76% of people saying that they had. This is a good 6% higher than the global average.

Clearly the Rainbow Nation has no shortage of love doing the rounds. Why, then, do single people feel unloved on 14 February every year?

There’s no reason to feel down: Economics 101 says the singleton is better off financially than his or her counterpart who currently forms half of a romantic duo.

Make no mistake, my unpartnered friend, you are actually quite the influencer, as far as society is concerned. Amor Maclang, a brand architect with Filipinos-based global marketing agency GeiserMaclang, says that singles are actually at the forefront of trends.

While your paired-off friends are going to the same old standard romantic places on Valentine’s Day, you are busy discovering the next big hangout – and only paying for one.

Furthermore, you are saving money by not splurging on a gift. Research has shown that 53% of people receive sweets on Valentine’s Day, 51% get a greeting card, 38% get flowers and 21% get a piece of jewelry.

As these are items that people generally consider too expensive compared to the value they offer, it is unlikely that you will buy any of it for yourself.

In essence, many partners are overspending on presents arbitrarily (and emotionally) required, but that often only gives fleeting appreciation. You, on the other hand, get to save that money and treat yourself to something you really want and will value for a while.

If you buy yourself that something special at any other time of year, it’ll probably be a little less expensive, too. Just like during the festive season, prices for certain items hike around Valentine’s Day.

Finally, data from Facebook shows that one of the most popular times for breakups is shortly after Valentine’s Day. Perhaps that gift really didn’t impress her much, or maybe he’s just not that into you… Whatever the case, it would seem you’re not only saving cash by being single on Valentine’s Day – you’re also saving yourself a broken heart.

Happy Valentine's day to me

But if Valentine’s Day is something you want to celebrate, even if you’re single, don’t despair. There are many ways you can still do this without breaking the bank.

Why not let your colleagues or friends know they are loved on this day? You can bake up a batch of heart-shaped cookies or colourfully-decorated cupcakes to hand out. Alternatively, you can sell baked goods and donate the money to your favourite charity.

You can also get everyone at your work to join in on a Secret Cupid. Agree on a price value for the gifts (the cheaper the better) and draw names to see who buys for who. Treat your Secret Valentine, while also being spoiled.

Remember, love isn’t always red hearts and roses. Mostly it’s the little things you do for others to show you care.

About The Author

Angie Gallagher

Angie Gallagher is a freelance writer in the Upper Karoo. Aside from writing content for Counting Coins, Angie has tried her hand at a few juvenile attempts at poetry filled with storms and stress, and a marginally successful radio station, Radio Grootoor, recorded on cassette tapes when she was ten.

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