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The parallels between love and gold

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Published : February 12th, 2013
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Gold is the most precious of all the metals, and love is the most precious of all emotions. Therefore, when it comes to the economics behind them we shouldn’t be surprised how similar they are.

The cost of Valentine’s between 2011 and 2012 increased by 8%, in comparison the price of gold increased by over 6%. The difference between them though was that if you chose to buy gold for your loved one rather than flowers or chocolates, then the gold would still exist – and still be worth something.

Value of gold investment

Love, like gold is becoming increasingly expensive but also like gold, the value (and its importance) remain the same. They are both everlasting and have survived millennia, held in the highest regard by all civilizations.

The value of gold doesn’t really go up or down, it’s the price which fluctuates – much like love. What it means to you remains the same, but thanks to inflation and marketing the costs keep rising. Gold has a historical value much like love, and both dominate famous tales from the past and fiction. Often they appear hand in hand, think of the Taj Mahal and even wedding rings.

So why wouldn’t you put them hand in hand when it comes to the most romantic day of the year?

In 2012, romantic Americans spent over $17.6 billion on their Valentines, an average of $126 per person, if those same people had chosen to buy gold they would still own the 2 grammes of gold this year. You can’t say that for the majority of other popular valentine’s gifts.

Top gifts for Valentine’s Day

Given 80% of women are reported to say that they have received a gift which appeared to have had no thought put behind it, Valentine’s Day gift choosing is a tricky business.  Let’s look at the most popular ones and how they stack up:

-          Valentine’s Day card – I’m sorry, you buy this whatever, whoever you are. Last year 180 million Valentine’s Day cards were exchanged in the US. Good as:  it’s easy and everyone loves receiving cards. Bad if: You’re sending it to yourself.

-          Roses – on average 196 million are produced to satisfy the US romantics, 61% are bought by men who spend $1.7 billion on the magic dozen. Great if: You lack imagination Bad if: you don’t like things dying after 3 days.

-          Chocolates/candy – 8 billion candy hearts are produced, they are the third most popular gift and cheapskates spend $1.6 billion on the sweet stuff.  Great if: your other half is a chocoholic Bad if: your other half is diabetic

-          Dining Out – $3.4 billion will be spent on Valentine’s meals this year, there’s nothing more romantic than spending an allocated day of love with hundreds of other couples. Great if: You like paying double for a meal you could buy any other night of the year. Bad if: You don’t like oysters.

-          Jewellery – represented by just 17.3% of all gifts bought last Valentine’s Day, but the biggest spend of all at $3.5 billion in 2012. Great if: you want to show thought and a gift which will last. Bad if: You don’t like taking risks.

And last but not least, the one which says all you need to say about love:

-          Gold – a favourite amongst the central banking elite and a popular choice throughout history and the year. Great if – you want to give something that lasts forever, and what could be a better representation of your everlasting love than an everlasting gift? Bad if:– you buy gold after the Chinese have been in the market and sent the price up

We all know that just by spending more on Valentine’s Day doesn’t mean you can buy more love. But we also know that gestures are remembered. So why not make a romantic gesture which also shows you’re investing in shared, secure future?

Jan Skoyles


Want to buy gold for Valentine’s Day? Buy gold online in minutes…

Please Note: Information published here is provided to aid your thinking and investment decisions, not lead them. You should independently decide the best place for your money, and any investment decision you make is done so at your own risk. Data included here within may already be out of date.


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Jan Skoyles is Head of Research at The Real Asset Company, a platform for secure and efficient gold investment. Jan first became interested in precious metals and sound money when she met Ned Naylor-Leyland whilst working alongside him in the summer of 2010. Jan then went on to write her undergraduate dissertation on the use of precious metals in the monetary system. After graduating from Aston University Jan joined The Real Asset Co research desk. Her work and views are now featured on a range of sites including Kitco, GATA and The Telegraph. She has appeared on news channels including Russia Today to discuss the gold price and gold investing. You can keep up with Jan's commentary by subscribing to our RSS feed Gold Investment News.
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