Florists should prepare for a boom in flower sales over the course of the World Cup as men will be buying plenty of bouquets to apologise for neglecting their partners, a new survey has found.
During the course of the tournament British men are set to spend £4.25 million on apology gifts, a spokesman for the Flower Council of Holland said.
The research suggests the average man will say sorry seven times to their loved ones during the four-week period.
According to the survey, which was conducted with 1,000 adults, 33% of women prefer receiving their favourite flowers as an apology gift. Almost a quarter of women like getting chocolates and only 15% enjoy being taken out for a meal.
A spokesman for the Flower Council of Holland said: "British men are gearing up to spend a fortune this month making sure they keep their loved ones sweet during the World Cup.
"In response to these findings, a clever new iPhone app has been unveiled to make sure our men stay firmly in the public house rather than the doghouse during the four-week period.
"Titled simply ScoreAtHome the free app allows you to find the nearest florist to the pub, allowing you to call through your bunch of apology blooms whilst still sipping a pint."