It's official, Wairarapa: Underneath that rugged exterior you're all soft and marshmallowey. You're a bunch of hopeless romantics.
Well, "official" might be too strong a word, but I do have statistics to back this up.
Earlier this week The Warehouse released figures showing how many red roses were sold for Valentine's Day around the country last year.
Under the bold headline "Auckland is New Zealand's most romantic city", the release trumpeted that the country's most populous region had bought more than 25,000 red roses from The Warehouse in 2012.
Buyers in the Wellington region had snapped up a paltry 10,590 roses.
Aucklanders the most romantic? That doesn't quite hold true when you consider that 1.5 million Aucklanders had bought just one rose for every 59 people.
In the Wellington region, with 490,100 people, one rose was sold for every 46 people.
And in Masterton, with a population of 23,500, The Warehouse sold 1613 roses last year. That's one romantic gesture for every 14.6 residents.
Even if you work out the figures against the total population of Wairarapa, it's still one flower for every 25 people.
That's twice as many romantics as Auckland and almost twice as many as those cold-hearted capital-dwellers over the hill.
Cynics might suggest that more people buying their flowers at The Warehouse ($1.99 for a single rose) means a greater number of people looking for a low-cost Valentine's Day gesture. But this is not a day for cynicism.
So, don't be at all surprised if you're swept off your feet with a romantic gift today. It's just how we do things in Wairarapa.