KIRKLAND, QUEBEC--(Marketwire - Feb. 10, 2011) - Monday. Schmonday. Canadians are still making time to get romantic and intimate this February 14th – even though V-Day falls on Monday this year.

In fact, a new 2011 Ipsos-Reid survey, commissioned by Pfizer Canada reveals that 45% of Canadian adults say, Monday or not, they'll still make time for romance on V-Day, with only 16% reporting they'll take things a little more casually this year.

Monday morning seems to be a mood-setter for 21% of Canadians who predict they'll enjoy morning intimacy with their honey on February 14th

Atlantic Canadians are the most likely to enjoy a good V-Day morning (26%); followed by Quebecers at 25% and BC Valentines at 23%. 20% of Ontarians are expecting a hot morning – but only 13% of Albertans say they'll celebrate V-Day before dawn. Interestingly, only 14% of couples in Saskatchewan and Manitoba expect romance on V-Day this year; but they also are the most likely to find morning intimacy to be the best. (31% report morning intimacy is the best.)

A V-Day on Any Other is Not the Same

Though it's true that some Canadian V-Day enthusiasts – 13% to be exact – say they're planning ahead to celebrate over the weekend and AGAIN on Monday; one-third of Canadians say "it's just not the same if you don't celebrate on the actual day." That's why 30% are planning to celebrate with their honey on the official day only: Monday, February 14th

For more than a quarter of Canadians, a Monday V-Day gets the week off to a good start relationship-wise – and a whopping 73% say even a weeknight V-Day won't require more effort and creativity to set the mood, because they'll preschedule their time together.

But while Monday seems to be a mood-setter for Canadians, they aren't quite so enraptured about the thought of more weeknight V-Days to come before V-Day settles back to prime time date nights Friday (2014) and Saturday (2015). 27% say their V-Day romance is about to take a dive over the next 4 years; while 73% admit that while weeknight intimacy is harder to plan for, it's just as hot, so they'll continue to make time for romance!

Overall, Canadians are happy with their partners' commitment to V-Day planning with only about one-third wishing their partner would invest more time in prepping for V-Day this year, than in the past. But they give themselves slightly lower marks, with 39% admitting they should really invest more time planning something special for V-Day this year.

And, even though 63% of Canadians claim V-Day is just a bunch of hype that doesn't help their relationship, a huge majority (88%) report that despite it all, they are happy with how they and their partner usually spend V-Day.

About Pfizer in Canada

Pfizer Canada Inc. is the Canadian operation of Pfizer Inc., the world's leading biopharmaceutical company. The company is one of the largest contributors to health research in Canada. Our diversified health care portfolio includes human and animal biologic and small molecule medicines and vaccines, as well as many of the world's best-known consumer products. 

Every day, Pfizer Canada employees work to advance wellness, prevention, treatments and cures that challenge the most feared diseases of our time. We apply science and our global resources to improve the health and well-being of Canadians at every stage of life. Our commitment is reflected in everything Pfizer does, from our disease awareness initiatives to our community partnerships, to our belief that it takes more than medication to be truly healthy. To learn more about Pfizer's More than Medication philosophy and programs, visit To learn more about Pfizer Canada, visit

About the Survey

The survey was conducted on Monday, January 24th through an online consumer panel of approximately 1,000 respondents. The sample was balanced by region according to census data and has an accuracy rating of +/- 3 per cent, 19 times out of 20. Provincial highlights are available upon request.

Contact Information: For more information, regional highlights and to book
interviews, please contact: Strategic Objectives
David Weinstein
1-866-366-7733 or 416-366-7735
Strategic Objectives
Catherine Heroux
1-866-366-7733 or 416-366-7735
Strategic Objectives
Debra Quinn
1-866-366-7733 or 416-366-7735
Pfizer Canada Inc.
Heather Bisset
Corporate Communications
1 866-9PFIZER