Love May Not Be in the Air, As Most Global Consumers Describe Valentine's Day as Too Commercialized, According to New SSI Research

The Chinese and Americans Are Most Likely to Celebrate Valentine's Day, with the Majority Planning to Give a Gift or Go Out to Dinner

SHELTON, Connecticut, February 11, 2011 - As Valentine's Day approaches, global consumers have very different views
on the meaning behind the holiday. Most global consumers (52%) describe
Valentine's Day as "too commercialized," according to new research with
Survey Sampling International's (SSI) global online panels. Only in the US
and China did more consumers describe Valentine's Day as a "holiday for
couples."

Consumers in the US (42%) and China (50%) are more likely to celebrate
Valentine's Day than consumers in any other country. In contrast, most
Japanese (69%), Australian (71%) and German (74%) consumers will not
celebrate the holiday.

SSI's findings are based on a study of 5,000+ adults drawn from its
online panels. Countries covered include the US, UK, Germany, France, Japan,
Australia, New Zealand and Singapore. SSI offers extensive worldwide reach to
support survey research through SSI Dynamix(TM), its dynamic sampling
platform that links to its own global panels, social media, affiliate
partners, online communities and more.

Most Celebrate by Giving

In the US, consumers plan to give gifts (52%) and go out to dinner (50%).
Gift giving is the most popular way to recognize Valentine's Day globally.
More than half of consumers (57%) will give presents, and 67% expect to
receive a gift in return. Flowers are the universal first choice for
Valentine giving (46%), but greeting cards are the most popular gift in the
US (64%) and the UK (69%).

More Unmarried Couples Think Valentine's Day Is Romantic

Unmarried couples are as likely or more likely than married couples to
describe Valentine's Day as romantic in every country. Overall, 30% of
married consumers and 38% of unmarried couples globally say Valentine's Day
is a romantic holiday. In the US and Germany, unmarried couples are
significantly more likely to consider Valentine's Day romantic.

About Survey Sampling International

Survey Sampling International (www.surveysampling.com) is the
premier global provider of sampling solutions for survey research. SSI
reaches respondents in 72 countries via Internet, telephone and
mobile/wireless. Value-add services include questionnaire design
consultation, programming and hosting, and data processing. SSI serves more
than 2,000 clients, including 48 of the top 50 research organizations.
Founded in 1977, SSI has 17 offices in 15 countries.

Ilene Siegalovsky, Vice President, Global Marketing, +1-203-567-7230, ilene_siegalovsky at surveysampling.com