Not everyone will be stocking up on roses and chocolates come February 14th – 38% of Brits aren’t planning on celebrating Valentine's Day this year. Has this ‘Hallmark holiday’ lost its relevance? Canvas8 spoke with 20 British men and women to find out what Valentine's Day means to them.

In the UK, the gift card and voucher industry is estimated to be worth £5.6 billion a year, and in 2015, sales of gift cards in the US hit $130 billion. But with mobile tech transforming the way we browse and shop, how is the traditional model adapting? And how will people give in the future?

Back in 2013, Harvey Nichols encouraged people to buy a little something for their loved ones so they could buy a bigger something for themselves. And this self-gifting mentality is here to stay, especially for Gen Y, who are big on treating themselves during the holidays.

No longer filled with an orange and some candy, Christmas stockings have become an appetiser to the main unwrapping event, boasting premium items like designer socks, gift cards and collectibles. With greater importance now placed on these smaller gifts, how can brands maximise their impact?