The survey further revealed that 31% of shoppers intended to shop online this Valentine's Day for that ideal gift for their partner.
It states that men will be spending more than woman, while 66% of the fairer sex chose to rather spend their money on themselves or on "sensible" things, such as paying off a bond.
However, Kalahari added that it was not just women that were being conscious about how they were spending money.
"The conscious shopper is a growing trend. We are continuing to see South Africans opting for online shopping to get better deals and a wider choice of products," Liz Hillock, head of marketing at Kalahari said.
The Kalahari.com survey revealed that shoppers were planning to make the day special with candlelit dinners, and 50% of partners were hoping to be surprised with flowers or perfumes as a gift.
And while it may be a cliche, red roses came out as the firm favourite for the day, followed closely by a combination of goodies as an ideal gift, it added.
A special report released by Fitch Ratings SA (SA) earlier this week confirmed consumers' disposable income had come under pressure.
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