MORRISONS in Ealing is helping hopeless romantics navigate round the year’s most difficult buying decision: what to get your loved one for Valentine’s Day.

The supermarket has worked with relationship expert Sam Owen to create a Love Calculator for its shoppers after more than a third of people admitted Valentine’s Day was the most difficult buying occasion and 23 per cent said they had bought the wrong gift in the past.

The Love Calculator looks at relationship status, current romance levels and partner personality traits.

For example, a first time Valentine, who wants to show his/her funny side is directed to heart-shaped crumpets while a married couple are guided towards oysters to get them in the mood for romance.

When it comes to what people actually want, 99 per cent of Valentines say they prefer thoughtful gifts over expensive presents. 

Stephen Grasby, Store Manager at Morrisons Ealing, said: “We want to take the stress out of the occasion by helping our shoppers find the perfectly-judged gift.”

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The Morrisons ‘Love Calculator’ will be available free from February 11– 14 and is available to try online at

SHOPPERS in Ealing will splash out more than £15.2m on gifts, wining and dining, and mini-breaks, according to new research.

A survey of 2,000 people by British Land, owners of Ealing Broadway, found that 78% of Ealing residents will celebrate the most romantic day of the year, with almost half planning to treat their loved ones the weekend before.

Ealing Broadway has dubbed this coming weekend (10-11) the ‘weekend of wooing’ as shops and restaurants prepare for a surge in visitors.

Andrew Rollings, centre manager at Ealing Broadway, said: “We’re looking forward to spreading the love, whether that’s helping people choose the perfect gift or welcoming friends and couples for a romantic meal.”