Valentine's Day Gifts Can Make or Break New Relationships.

Shopzilla Gives Relationship Retailing Guidelines for Key Stages of New Relationships

LOS ANGELES -- Valentine's Day can be a loveless holiday when it comes to gift giving with three quarters (75 percent) of people admitting to simply "winging it," according to a new study by shopping search site Shopzilla. Ironically, winging it could lead to a broken heart in newer relationships, with nearly six out of 10 feeling that cupid's holiday has even more meaning to the future of an early relationship than it does for more established couples. Not surprisingly, with emotions running so high for this holiday, nearly half (49 percent) of new love birds say that finding and giving the appropriate gift is their biggest worry this time of year.

Cupid's Culprits:

Who wings it the most when it comes to shopping? Surprisingly, women are more likely to give it less thought than men (79 percent versus 70 percent). Perhaps it's lingering relationship doubt causing all this half-hearted Valentine's Day gifting. Research(a) indicates that nearly four out of 10 people reassess their romantic relationships between the end of the December holidays and Valentine's Day -- a period that's been called "National Break-Up Season."

"Seventy-five percent of people will be shopping for a Valentine's Day gift this holiday," said Helen Malani, Shopzilla's Online Shopping Expert. "The trick for many of these love-struck couples is to not only find fun, special items, but to also select gifts that are appropriate for the relationship stage they're in."

To help couples navigate what can sometimes be an overwhelming task, Shopzilla has developed the ultimate guide to Valentine's Day gift giving featuring fun gifts that appropriately correspond to each relationship phase.

Shopzilla's "Relationship Retailing" Gift Guide:

One to Two Months: Starry-Eyed Daydreamers

Everything is new, fresh and wonderful. Couples are in a world all their own and with only 32 percent of couples in new relationships expecting a gift, what a perfect time to have fun with it! Unexpected gifts such as board games, puzzles or health and beauty baubles are great. The key is don't be too personal, but be indulgent without scaring them away!

Three to Six Months: Eager Adventurers

Things have really started to heat up, and couples are finding themselves in new territory. Gifts that bring to life your partner's true passions and spark that adventurous spirit are a great fit here. Show you've been listening and buy gifts that support your honey's interests such as golf gear, cooking items or music and movies -- to name a few.

Six Months to One Year: Critical Intersection

The majority of both men and women surveyed feel that Valentine's Day plays the most important role at this stage as you start to discover more about your partner. Think about more meaningful gifts that get to the heart of your relationship, such as personalized jewelry, because when you cross this intersection, you're an "item."

One to Two Years: Hip Huggers

Ever known a couple that seems inseparable? If this sounds like your relationship, chances are you've been together for about one to two years and are doing virtually everything together. Guys, keep in mind that gifts you can enjoy together are going to be much more meaningful for her at this point. Any experiential gift that you both do together will work wonders. For example, a new digital camera is sure to capture this stage in all its beauty.

Two to Three Years: Hopelessly Devoted

Sixty-eight percent expect to spend more money at the two-year mark compared with the one-year mark in the relationship. As you think about strengthening your devotion and maybe even moving in together, gifts that show true commitment, such as items for the home or apartment, are perfect here.

Three to Four Years: Keeping Things Real 

At the three- to four-year mark, it may be a little more difficult to think of gifts that keep the relationship fresh. Thinking about creative yet useful gifts that will remind your partner why they're with you is the key here -- new luggage for that vacation you've both been wanting to take or new backpacking gear to escape from the world and get you re-focused -- back on each other.

About the Study

The study, conducted in two phases (Dec. 12-14, 2007, and Jan. 9-11, 2008) by BizRate Research, a Shopzilla company, was based on a panel survey of more than 4,479 respondents who were broken out by various relationship stages. It was conducted in January 2008 and has a total margin of error of 0.9 percent.

(a)According to Yahoo! Personals research, with results released Jan. 11, 2007

About Shopzilla Inc.

Shopzilla is dedicated to helping shoppers around the world find the best price on the right products. Innovative patent-pending technology empowers shoppers with the ability to quickly and easily compare prices on more than 30 million products offered by 92,000 stores. Shopzilla Inc. also includes BizRate.com and its renowned consumer feedback network, which collects more than 1 million merchant and product reviews and ratings each month. Based in Los Angeles, Shopzilla operates sites in the United Kingdom, France and Germany. In 2005, The E.W. Scripps Company purchased Shopzilla Inc. adding Shopzilla.com and BizRate.com to its vast media holdings, including TV stations, newspaper publishing and national lifestyle TV networks. For more information, please visit www.shopzilla.com.