Florists typically make more than a third of their annual revenue in the run up to February the 14th.

But with a dozen red roses and postage often costing upwards of £100, thrifty men are on the lookout for cheaper alternatives.

Sexy lingerie is fast becoming the favourite Valentine's Day – a gift that keeps on giving.

A pair of sexy knickers can set a man back less than £5, and a set of designer lingerie can be picked up for around £25 - they all last much longer than wilting roses.

Since the start of the recession, underwear sales in early February have steadily improved.

Luxury designer lingerie brands Reger by Janet Reger and Floozie by Frost French saw a 18 per cent increase from 2008 to 2009, and 2010 saw a further 26 per cent increase in men and women buying opulent gifts in silk and lace.

Debenhams revealed that the top three towns for lingerie sales in the run up to Valentine’s Day are Manchester, London and Edinburgh.

Sharon Webb, Debenhams Head of Design, said: ‘Lingerie is for love on a budget. It really is the gift that keeps giving.’

‘Men know that presenting a loved one with lingerie conveys a powerful message which gets straight to the point – for little outlay.’

‘Sales of our sexy £4.50 knickers are rocketing in the run up to Valentine’s Day. It’s a way of saying I love you – and keeping it brief.’

Aliza Reger, daughter of lingerie’s first lady Janet Reger, and designer at Debenhams added: ‘They’re less expensive, last longer and provide hours of fun long after the rose petals have wilted.’

‘Lingerie is a gift which can inject more fizz into a relationship than even the finest vintage champagne – and will never go flat!’

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