War of the roses

Competition for Valentine's Day trade has driven the cost of a dozen red roses down to less than £30 in some cases.

The reduction in price comes as internet firms take on supermarkets and independent florists. The website flyingflowers.com is offering a dozen roses for £29.

However, for those who want to make an impression with their wallet, there is still plenty of oppotunity.

Notting Hill's Wild At Heart will supply 12 blooms, long-stemmed with berries and foliage, for £125 (£10.41 a rose) plus delivery charge.

The price war comes as separate research by Mintel reveals three-quarters of Britons believe Valentine's Day is too commercial. David Clements, marketing director at Tesco.com (12 roses for £31.83), was sympathetic.

"Many companies deploy cynical tactics to hike up the price, with unwanted vases or chocolates accompanying flowers which customers can't opt out of," he said. "Buying flowers should be a simple, quality way of expressing one's feelings."

Despite this the survey found passion undimmed, with a quarter of men preparing to send roses, and two-thirds of people planning a romantic gesture.

A growing trend is sending flowers to the workplace, even if, as this year, they arrive a day early. Mr Clements said: "Canny men have learned the objects of their affection enjoy the envy of workmates who see a dozen red roses delivered to their desk."

Psychologist Louise Raggett agreed, saying: "Women often enjoy the attention afforded by public displays of affection. For men, it can also make a subconscious statement to other men which says 'hands off, she is with me'."