The Institute for Studies found the average time spent selecting a gift for the annual obligatory display of affection increased by just under one third of a second.

Professor Henry Brubaker said: "People are no longer just reaching for the first chocolate product or flowers that costs approximately a fiver. They are momentarily deliberating between products before thinking, 'yeah, that'll do'.

"At least we hope that's the case. Possibly it's just because they've rearranged garages so that the generic flowers are slightly harder to spot."

Meanwhile, there is also evidence that general gift quality is increasing.

Bill McKay, from Darlington, said: "What with inflation and how much I love my mum, I've increased the budget to 6.20 including the card.

"I would always get the generic flowers in the sort of plastic sheath - paid for, mind, not just lifted from the site of a bad crime - or whichever chocolate selection box has a sticker on it saying 'gift idea'.

"This year though I've decided to be more original and get her eight Double Deckers. It's much better value in terms of weight.

"Plus they're on offer."

Teacher Nikki Hollis said: "I know my mum would do anything for me, that's why I don't really need to bother with a decent present, although I shall drop in with a card this Sunday. The fact that I'm spending time with her rather than doing somethng I want to do will mean the world to her."

Father-of-two Stephen Malley added: "It's all a big marketing thing cooked up by Americans in the Fifties, or something. The maternal bond shouldn't be commodified or reduced to the giving of a product on an arbitrarily-allocated day.

"At least that's what I'm telling myself after just discovering the fucking garage is shut."