The cost of saying sorry is £46.71

Flowers are the most common apology present. Photo: Henry Perks/Unsplash
Flowers are the most common apology present. Photo: Henry Perks/Unsplash

It's not always easy saying sorry, and it seems many are choosing to do so with gifts. But what is the price of an apology?

Forgetting an important date such as an anniversary or birthday is the most common reason for people to buy an apology gift, with more than a third (36%) having done this, a recent survey by jewellery retailer F.Hinds found.

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Not giving a partner enough attention (24%) and a cheating or an affair (20%) came second and third respectively.

READ MORE: How to apologise when you've messed up at work

Lying, staying out all night, not doing a household chore, and having to work away from home are all considered the least worthy of an apology gift, with only 3% saying they would buy a gift to say sorry for these behaviours. 

Men are 10% more likely than women to purchase a gift after cheating, at 25% compared to 15%. However, it seems women are almost twice as likely as men to buy a gift to apologise for not giving their partner enough attention, at 30% compared to 17%.

READ MORE: Brits unwittingly spend £520m on Christmas presents that end up re-gifted

Flowers are the most common gift to apologise with overall (25%), especially for staying out all night ⁠— costing apologetic partners about £18.42.

However, jewellery is the most expensive apology gift, with those who cheat spending about £289.79 to make up for it, and absent-minded spouses forking out about £82.64 after forgetting a birthday or anniversary.

Those who don't do household chores or come home when they are supposed to spend about £8.67 and £6.93, respectively, on chocolates.

READ MORE: UK's favourite chocolate revealed amid Brits spending £325 on the treat a year

Overall, the average cost of a gift bought to apologise to a partner is £46.71. However, women are more likely to splash the cash when they’re in the wrong spending about £61.26, compared to men who only spend £32.76.

Those aged between 25-34 spend the most on apologising to their partners, with 14% spending up to £100 per incident and 10% spending up to £150 per incident. In contrast, 55 to 64-year-olds are least likely to reach into their pocket to say sorry, with a quarter spending just £1 to £10 apologising to their partner. 

Those in Belfast are the most likely to forget an important date, such as an anniversary or birthday, with three quarters admitting to buying a gift to apologise for doing so.

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