NEW YORK — Is Valentine’s Day losing its luster? A new survey finds nearly six in 10 women think the holiday is overrated, and about a quarter plan to spend the night alone.

February 14th may be an annual display of love for many Americans, but perhaps it’s not as important to the fairer sex in the way jewelry store commercials and flower companies make it out to be. The survey of 2,000 adult women found that 23 percent prefer to enjoy an evening to themselves on Valentine’s Day, while 22 percent expect to hang out with friends.

Maybe it would be a good idea for jewelry stores to forget catering to the day all together: about one in six (16 percent) women think proposing on Valentine’s Day is the tackiest thing possible.

As for those who will be celebrating the night with a partner, 45 percent are hoping for just a regular date night, while a quarter like the more unique celebrations. Nearly half (49 percent) want to make their own plans this year, rather than let a significant other make arrangements. Fifteen percent say they also make the plans when it comes to any bedroom activities.

“Whether staying in, heading out with friends or having a date night, the most important thing is celebrating the way you want,” says Jeanne Collins, Vice President for Women’s Health at Prestige Consumer Healthcare, which sponsored the study on behalf of Summer’s Eve feminine care products, in a statement. “We love that women are doing Valentine’s Day their way.”

And while 57 percent of women think the holiday as a whole isn’t all it’s cracked up be, 52 percent still think it’s important to have a significant other to celebrate with. In fact, 56 percent feel pressure each year to have a date that night — which could be why a quarter of respondents go back to an ex, just to have someone in the fold. Perhaps surprisingly, 43 percent feel it’s important to have sex on Valentine’s Day.

Many women are still traditionalists when it comes to the so-called “Hallmark holiday.” Two-thirds of respondents say if they are to spend it with a date, they prefer a romantic dinner. Forty-seven percent expect to receive flowers, and 43 percent want chocolates. If you are still a believer, we compiled a list of the best valentines gifts for her.

For others, Valentine’s Day is entirely forgettable. Three in 10 have been broken up with or broke up with a former partner on the day of or the day before the holiday. Interestingly, 52 percent of women who broke up with someone say they did so to get out of having to buy a gift or make plans.

The survey was carried out by market research firm OnePoll.

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