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On the day when Cupid's arrow flies more frequently than any other, the cost of finding true love has been revealed.
Love seekers told Santander that they will spend an average of £724 in their quest for romance.
The research suggests that around 1.6 million Brits have made a New Year resolution to find a partner in 2011.
However, many of those looking for love appear also to find the sight of loved-up couples around Valentine's Day too depressing.
Over a third of those who were searching for a partner in 2010 as part of a New Year resolution, had given up their quest by the end of February.
On a happier note, a further 34% of those who resolved to find a partner succeeded in their mission; albeit at an average cost of £1,667 for the people who said it cost them money.
Interestingly, some people claimed that finding true love had actually saved them money!
"Millions of people are looking for love this year and Valentine's Day is often thought of as a key time for those seeking a partner," said Ian Coles, director for Santander Cards.
"However, our research shows that the quest for love can cost a considerable amount of money for some, which could cause financial strain.
"For those who feel they need to spend money on their quest for love, there are ways they can spread the cost, such as making sure they shop around for the best credit card."
Ideal for all those flowers, chocolates and teddy bears that will be bought today is a credit card that offers 0% on purchases for a set amount of months.
Tesco Bank currently offers a cracking 0% purchase deal for 13 months, while Halifax and the AA have competitive cards offering 10 months.
Keep an eye on our 0% purchase credit card best buy chart for all the latest deals that become available.
Find the best credit card rates - Compare credit cards
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