Six million cards will end up in the bin after Valentine’s Day – and 10% of people bin theirs on the DAY they get them

WHETHER you're pouring your heart out or quickly signing your name, Valentine's cards have become part and parcel to the day. However, not everyone cherishes these heartfelt mementos research has found. The romantic holiday will see more than six million cards end up in the waste bin, according to a new survey. A poll of 2,000 adults found 44% expect to receive at least one card – meaning over 23 million will be sent in the UK.

But of these, 28% admit they will most likely put the cards they receive in waste bins rather than recycling them correctly or keeping them, leading to 6.6 million ending up in landfill. And Valentine’s Day sentimentality fails to last long for many, as 10% will throw away a card either on the day or the day after receiving it. The study also found of those who have ever received a Valentine's card, only 31% always recycle their cards afterwards.

But cards aren’t the only Valentine’s-themed items to end up in the waste bin rather than being recycled. Of those who expect to receive a gift, 34% are likely to put flowers straight in the bin rather than dispose of them sustainably, such as in the compost or garden waste. While 30% admit chocolate boxes and even the chocolates themselves (23%) will simply end up in waste bins. “Valentine’s Day is the second-biggest holiday for giving out cards after Christmas, and we need to make sure we are being ‘green’ on the day, as well as the traditional red," said Samantha Upham, senior sustainability manager at DS Smith,.

The international packaging company commissioned the research. “Packaging for flowers, chocolates, and cards can be saved from ending up in landfill and incineration, but many aren’t aware of what they can and can’t recycle," the expert explained. "[This] is just one of the reasons UK recycling rates have not really improved in recent years. “We’re calling on gift-givers to challenge themselves to seek out products that not only use paper-based packaging substitutes in place of plastic, but also less packaging overall.”.

However, the research shows that attitudes towards waste are changing. A large majority, totalling 81% of respondents, believe celebrations like birthdays, Christmas and Valentine’s Day are a negative contributor to environmental waste. ADELE Cooke, a senior consumer reporter at The Sun, explains how to save money on Valentine's Day. If you're not careful Valentine's Day can end up hitting your wallet.

I explain how to avoid the traps. AVOID THE SET MENU. As February 14 falls on a Friday this year, consider going out for a meal on Saturday instead. This is because many restaurants insist that you must order a set menu on Valentine's Day, which can be very expensive. Usually this is not the case on other days. Some of the set menu items may also be on the regular dinner menu, so you can still order them without paying a premium.

LOVE IS...FINDING A DISCOUNT CODE. If you do want to go out for dinner on Valentine's Day then look for restaurant deals on The Fork. This website shows you all the restaurants with special offers and deals in your area. If you're eating in this year, you could save money with one of the dine-in-for-two options above. Check the individual cost of each item in the deal to ensure you're making the biggest saving.

Keep an eye out for discounts and vouchers in the run up to February 14. Some companies run special promotions in the lead up to the big day. Check websites such as Groupon, which offers special dining options or experiences. DON'T OVERSPEND. It can be easy to fall into the trap of overspending when it comes to spoiling a loved one. But if you do, you'll be causing yourself long term financial pain. I'm sure if you have a chat with your partner and explain what your budget is before February 14th then you can both be on the same page and you'll avoid disappointing them.

Meanwhile, more than one in five would consider giving a digital card instead of a physical one, a more environmentally friendly option. In general, two-thirds of those polled, via OnePoll, think more should be done in the UK to reduce the amount of waste sent to landfills. With 42% claiming it would give them the "ick" if their partner didn’t recycle. Despite this, only 28% consider themselves "very good" at recycling, while 24% think disposal instructions aren’t clear enough on product packaging.

“Love shouldn’t cost the Earth, and that’s why recycling properly this Valentine’s Day is so important," Samantha added. “Clearly people want to do their best when it comes to recycling, but often they simply don’t know how to recycle certain items. “If you’re unsure about what to do with your Valentine’s Day packaging or unwanted gifts, look up your local recycling rules and bin collection schedules.".