SHE may be priceless, she may look a million dollars . . . but when it comes to displays of affection this Valentine's Day, Bolton men are proving to be, shall we say, careful with their cash.

They have been quick to snap up Valentine cards selling for just 8p!

That's the Asda price for a touch of romance.

And those prudent romeos who are really wanting to push the boat have not been slow to sniff out Tesco's traditional dozen red roses - a snip at £4.48.

At the Tesco store in Middlebrook yesterday, they were queueing up to grab the bargain bouquet which was halved in price from £8.97.

One of the store's managers, Mike Barry, said that in just two days they had sold more than 400 bouquets.

But he denied local men were tight with their wallets.

If they were saving money on flowers, it would enable them to also splash out on a bottle of champagne or perfume, he said.

"People want value for money and Northern blokes are a bit more canny" he said.

According to the British Retail Consortium, romantics will spend an average £92.50 each on Valentines gifts, with flowers, chocolates, jewellery and lingerie topping the lists.

"With tough conditions on the high street, events such as Valentine's Day are crucial opportunities for retailers to boost trading, said BRC director general Kevin Hawkins.

Local florists have been seeing a good seasonal boost in business.

Lesley Thomas, of Chorley New Road, Horwich, said custom was booming.

She expects to have sent out more than 150 bouquets and arrangements by the end of today, with a dozen designer, hand-tied red roses selling for £45 and other red blooms, such as amaryllis, also selling well.

"We are busier than last year. There will always be a place for good florists," she said.

Marks and Spencer was also in the mood for romance, with everything from heart-shaped lollipops and mini cakes to lingerie and pink champagne. Its boxed, single red roses were selling for £4.99 each, while a bouquet of a dozen blooms set you back £12.99.

Those opting to send their beloved an 8p Asda card will not be sending profits soaring, but James Higgin, general merchandise manager at the Astley Bridge store, said he believed the basic cards were being bought more as jokes than pledges of undying love.

Those buying them were also splashing out on higher-value items.

Some of the cards were being bought by children for their clasasmates - and some people were even popping them in their shopping trolley for their pets!

"Bolton men are not generally tight," he said.