With Valentine’s Day fast approaching, many British men face the challenge of buying lingerie for their partners, a task that often proves more difficult than expected. A recent survey has revealed that nearly 2 in 5 (38%) men admit they are clueless about their partner’s bra size, while over a third (35%) of women say they wouldn’t trust their male partner to get it right.

Despite the uncertainty, almost half (47%) of men planning to buy lingerie this Valentine’s Day prefer to shop in-store, where they can seek expert advice. In response, Victoria’s Secret has shared guidance to help men navigate this often-daunting purchase, including trending styles and the best ways to determine size and preferences.

Lingerie store assistants frequently encounter men unsure of what to buy, particularly when it comes to sizing. A Victoria’s Secret UK in-store expert explained: “Men’s most commonly asked questions when shopping in our stores are usually around sizing and what they should be buying. We recommend checking the labels in her existing bras and other clothing to gauge her size. It’s important to look at multiple items, as sizes can fluctuate between styles.”

The expert also advised men to pay attention to their partner’s preferences in terms of padding and coverage: “See what lining levels she likes – whether the styles are push-up with more padding or unlined. Checking her knicker style choices can also help ensure a thoughtful purchase.”

For those still lacking confidence, the expert suggests alternative gifts: “Slinky nightwear such as satin chemises, babydolls, or satin pyjamas make gorgeous gifts. If in doubt, shopping together allows her to pick what she likes, helping to guide future purchases.”

When it comes to style choices, men tend to play it safe. Over half (52%) of men gravitate towards red lingerie sets for Valentine’s Day, with black also a popular choice. According to the in-store expert: “Men generally opt for red or black, believing they are foolproof choices, and often avoid pink or bolder colours. These tend to be purchased more by women shopping for themselves.”

Men also tend to choose sexier styles, such as lace or cutout designs with thong or v-string matchbacks, whereas women typically go for more comfortable yet stylish options. Satin robes and lace babydolls are also popular choices for men unsure about sizes.

On the other hand, women shopping for themselves around Valentine’s Day favour unlined and balconette styles, with a strong preference for matching sets. While they may also embrace seasonal colours like pink and red, their choices tend to be less influenced by the occasion than those of men.

Interest in lingerie spikes in the weeks leading up to Valentine’s Day. Google searches for ‘lingerie’ in the UK have reached 432,000 in the past month, while ‘sexy lingerie’ has been searched 97,000 times. Despite some hesitancy among male shoppers, nearly half (46%) of women say they trust their partner’s lingerie selection over that of a best friend, mother, or sister.

For those hoping to make the right impression this Valentine’s Day, the message from lingerie experts is clear: do your homework, pay attention to her preferences, and when in doubt, opt for a luxurious nightwear set or shop together to ensure the perfect choice.