People in waiting hospitality jobs on February 14th will have several missions – including making sure dining couples are having a great romantic meal, and perhaps nudging them towards spending a little more.
But when they come to process the payment when the evening ends, who should staff be expecting to pay up?
According to recent thinkmoney.co.uk research, 80 per cent of men who are dating at the moment would happily pay for an entire first date – that goes down to one in six among women.
UK-wide, the research suggests that three in ten adults are dating at present – this is no doubt a key part of the hospitality trade's Valentine's market.
In this study, 44 per cent of people aged 18 to 25 said they're dating, against 56 per cent of those aged between 24 and 34 years.
Older people are less likely to say they are 'dating' as such: 23 per cent of 45 to 54 year olds were happy to link themselves to this description, and 13 per cent of people aged over 55 were in that position.
Of course, different eateries may appeal more strongly to different groups: It's possible a pair of 19 year olds are more likely to hit a fast food eatery for the evening, while comparatively a couple in their 50s might have more likelihood of dining at the more expensive end of the market.
The recent research found that nine per cent of women who are dating at present would refuse to make any contribution to the cost of an initial date. Meanwhile, 65 per cent think it's okay to split the cost of a date, against 15 per cent of men.
It seems that people in bar work have a good chance of seeing people on first dates, as 49 per cent of daters say they'd go out for drinks on a first date. That's against 27 per cent who would eat out and 11 per cent who would go to the cinema.
One in three men would shell out £40 to £60 for an initial date, with 23 per cent of women in this boat.
Four in ten women would spend about £20 to £40. And three per cent of women and 15 per cent of men would shell out more than £80 for a first date.