It has been revealed that 47 per cent of British men would give up sex for six months in exchange for a dream 50-inch plasma television, according to a survey by Comet.
Women are slightly more romantic, although over a third still said they would give up lovemaking for the latest television model.
Comet's commercial director Bob Darke said of the survey: "We are surprised to see just how much the nation would be willing to give up for a 50-inch plasma TV."
Other things that those surveyed would sacrificed for the plasma model included smoking, chocolates and even watching football.
Those considering buying a gadget for their loved one on Valentine's Day may be interested in a survey by Which.co.uk, reported by the Daily Mail, which showed that complicated products were the least popular, with people preferring simple designs in items such as televisions.