Valpak Survey Finds Savers, not Spenders, are the New Sexy


Coupon Company Partners with Relationship Expert Dr. Terri Orbuch, Ph.D., to Provide Couples with Money-Saving Strategies for Healthier Relationships

Lavish presents and expensive getaways are easy to daydream about, but are not always the key to exciting a partner in a relationship or marriage. According to an April 2014 Valpak Consumer Survey, 74 percent of panelists said they find people who save money responsibly more attractive*. Savers, not spenders, are the new sexy. Besides sparking an attraction, being thrifty can help couples sustain a long-lasting relationship. Sixty nine percent of survey panelists considered learning how to save money responsibly together as a way to improve a relationship*.

Valpak, a leader in local print and digital coupons, is partnering with trusted relationship expert, author, professor and therapist Dr. Terri Orbuch, Ph.D., also known as The Love Doctor®, to provide helpful money advice to couples. She is the director of a landmark study called “The Early Years of Marriage Project,” funded by the National Institutes of Health, where she has followed the same 373 married couples for more than 27 years.

“In talking with couples nationwide, I have uncovered that being financially responsible can increase the romantic desire between a person and their partner,” said relationship expert Dr. Orbuch. “People who focus on saving smart are seen as more desirable than those who spend excessively because savers are viewed as responsible, trustworthy, and more committed to the relationship.”

One of Dr. Orbuch’s key words of advice for those in a relationship is to plan novel or surprising experiences together that will keep the passion alive, such as trying new restaurants or a different cuisine for a romantic evening out on the town. It is very common for a relationship to fall into a rut, and partners start to feel as though they are missing all the good things that make relationships fun and exciting.

 “Valpak is the go-to source to find the best local deals on restaurants and entertainment experiences to enjoy with a partner and not break the bank,” said Michael Vivio, President of Cox Target Media, provider of Valpak. “Saving money on ‘date nights’ or when exploring new activities is an easy solution to stay within budget.”

For couples that are taking their relationship to the next level and deciding to plan the ultimate ‘date night’ at the altar this wedding season, Valpak also offers local deals on transportation and beauty services that are cause for couples to celebrate as the national average wedding spend is at an all-time high.

But savings can’t go out the window once you are committed. “My research has found that money is the number one source of conflict in the early years of a relationship,” said Dr. Orbuch. “Even after a relationship matures, money issues tend to stick around. In fact, seven out of 10 couples report that money causes tension in their relationship**.”

Based on her extensive research spanning over two decades, Dr. Orbuch has created a series of money strategies to foster a healthier relationship and keep the spark alive:

Understand Partner’s Perspective

  • Don’t assume that you understand how your partner views money – ask questions instead. Listen to what your partner says. Then put yourself in his/her shoes to see what would be important to you if you had the same view.

Share Responsibility

  • It is not unusual for one partner to play the primary role in managing the finances, but it is vital that both partners be involved and share in the responsibility. Studies show that couples have less conflict when they share (or consult one another) in all big financial decisions.

Set Savings Goals

  • Agree on some spending/saving rules or limits. Couples can pick from a number of possibilities. For example, by making a plan to take advantage of Valpak offers in your local neighborhood, you can consistently save money. Discuss options with your partner.

Respect Differences

  • Studies show that when it comes to finances, partners often have different views. Compromise is essential, and it is important to discover the compromise style that works best for your relationship, which could be ‘meeting in the middle’ or even using a talking stick to make decisions.

Talk Regularly

  • Sit down with your partner, at least every three months, to have a “money chat.” List and discuss your short- and long-term money goals and savings plans for your family.

Follow @Valpakcoupons and #SexySavers for more money-saving tips and news from Valpak and Dr. Orbuch. On-the-go and need a coupon? Download the Valpak app to save money anywhere at any time. Visit for more information.

*April 2014 Valpak Consumer Survey.

**Terri L. Orbuch, The Early Years of Marriage Project. University of Michigan, Institute for Social Research. Supported by a grant from NICHD (HD40778).

About Valpak®
Valpak, one of the leading direct marketing companies in North America, is owned and operated by Cox Target Media. With nearly 170 franchises across the United States and Canada, the signature Blue Envelope® delivers coupons and savings to nearly 40 million households each month. Annually, Valpak will distribute some 20 billion offers inserted in more than 500 million envelopes. Valpak also offers digital solutions online through and, sites offering free coupons, e-commerce and coupon codes. Additionally, the Valpak mobile coupon app for smartphone platforms delivers easy to find savings for consumers. For more information about advertising with Valpak, please contact 1-800-676-6878.

About Cox Media Group
Cox Media Group is an integrated broadcasting, publishing, direct marketing and digital media company that includes the national advertising rep firms of CoxReps. Additionally, CMG owns Cox Target Media, which operates Valpak, one of North America’s leading direct marketing companies, and, a leading online source for savings. The company’s operations currently include 14 broadcast television stations and one local cable channel, 57 radio stations, eight daily newspapers and more than a dozen non-daily publications, and more than 100 digital services. CMG currently operates in more than 20 media markets and reaches approximately 52 million Americans weekly, including more than 30 million TV viewers, more than 3.5 million print and online newspaper readers, and 14 million radio listeners. For more information about Cox Media Group, please check us out online at

About Dr. Terri Orbuch, Ph.D.

Dr. Terri Orbuch (aka, The Love Doctor®) is a therapist, professor at Oakland University (Rochester, Michigan), and research professor at University of Michigan, Institute for Social Research. She is also the director of a landmark study, funded by the National Institutes of Health, where she has been following the same 373 married couples for over 27 years. She is the author of five books, including, “5 Simple Steps to Take Your Marriage from Good to Great” (Random House) and “Finding Love Again: 6 Simple Steps to a New and Happy Relationship” (Sourcebooks). Dr. Orbuch has been featured in The New York Times, Wall Street Journal, USA Today, GQ, Cosmopolitan, and TIME magazine and has appeared on The Today Show, The Katie Couric Show, ESPN and CNN. She writes blogs and articles at Huffington Post, Psychology Today, and other national outlets. Learn more about Dr. Orbuch at

For further information: Marsha Strickhouser,


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