It’s that time of year again, when kids bring valentines to school, romantics make grand gestures and the flower and chocolate businesses boom. We’ve polled Shopkick users to find out what kind of gift giving they are planning this year, and how gender, family, and age come into play.

According to our survey, men are spending more than twice as much as women: an average of $207.60 on their significant other and $70.24 on their children. On the other half of the heart, women plan to spend $89.54 on their sweeties and $40.30 on the little ones.

Some more key insights on Valentine’s day shopper behavior include:

• Guys are more giving: More men (40 percent) than women (31 percent) believe it’s “very important” to give a Valentine’s Day gift
• But most don’t care about getting in return: Fifty-five percent of men don’t find it at all important to receive a gift, and not many of either gender find it very important; only 17 percent of women and 11 percent of men
• Getting crafty: Women are more likely than men to make a gift (15 percent vs. 7 percent) or give experiences (16 percent vs. 10 percent)
• Tried and true: The most popular gifts are the traditional dinner out (27 percent) or flowers and chocolate (21 percent)

And finally, despite the reports that having children kills romance, mom and dad still plan to celebrate Valentine’s Day. Seventy-six percent of parents consider themselves romantic and 38 percent start planning the big day a month in advance; 55 percent are more excited about Valentine’s Day since becoming a parent.

Wishing all of our partners and friends a very happy V-day!