But while the average partner spends about £62 a month on gifts, up to half a million men with big budgets or guilty consciences will spend a huge £500 a month making their loved one happy.
For most, it means remembering to buy something on special occasions, and the odd trinket in between, whether it is to say sorry or thank you, said the study by finance website MoneyExpert.com.
While £62 a month - or £744 a year - may seem generous, it equates to just 3 per cent of an average UK salary of £25,000, said the research based on a survey of 2,300 adults.
Men are the biggest spenders, splashing out an average £71 a month on their other halves, compared with women, whose outlay is just £51 a month.
And diamonds remain a girl's best friend, as around 12 per cent of the total spend is on jewellery and watches.
A little more than 5 per cent of the total goes on computer or console games, which are mainly bought by women for their men.
While just under 5 per cent is spent on clothing and accessories, other major outlays include holidays, such as a romantic weekend away, and gadgets, from sat-nav systems to digital cameras and iPods.
But MoneyExpert.com found some odd presents bought to keep the other half sweet, including a koi carp, a sausage-making machine and his-and-her tattoos.
The website's chief executive, Sean Gardner, said: "Nobody wants to put a price on love, but it seems keeping the spark going has never cost more."
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