Research of 2,000 adults found 17 per cent say the three special words to their other half just once a week.
But this is still more than the average adult tells their parents, siblings, and even their children they love them.
Just under four in 10 (39 per cent) keep their feelings bottled up because it ‘feels awkward’ for them to say, while 33 per cent claim their ‘families aren’t very open with affection’.
And 30 per cent feel ‘embarrassed’ to express themselves.
Despite this, 66 per cent will say ‘I love you’, but only to certain people, and 69 per cent claim that hearing the phrase is a sure-fire way to brighten up their day.
However, four in 10 prefer to demonstrate their love with an action or gift, rather than saying the three magic words.
Anna Blackburn, managing director at jeweller Beaverbrooks, which commissioned the research, said: "Telling someone that you love them is such a special moment and one to be cherished, no matter how often you hear it.
“But it seems many people have a difficult time telling friends, family – and even their own partners – that they love them.
“There are so many different ways to express how you’re feeling, and sometimes a simple action or gesture can be a great way to show someone you care when you just can’t find the words.”
The study found 55 per cent sometimes struggle to say or convey how much they care about someone.
And when it comes to the phrases Brits find most difficult to express, ‘I love you’ was at the top (28 per cent), followed by ‘I’m sorry’ (21 per cent) and ‘please forgive me’.
When it comes to expressing love for their nearest and dearest, 26 per cent said that just because they don’t say it, doesn’t mean they don’t feel it.
Other ways people show they care, rather than using words, include giving cuddles (38 per cent), trying to make them laugh (33 per cent) and buying them gifts like jewellery (18 per cent).
One in five, meanwhile, show their love by sitting through TV shows they really don’t like – but they know the other person does.
Another 37 per cent feel showing gratitude for everything their loved ones do is a way of expressing they care, while 32 per cent said they would simply cook a special meal, or ask them how their day was.
Of those who are comfortable saying I love you, 32 per cent claim they didn’t really hear it themselves when they were younger – so they want to make up for it now.
Another four in 10 feel it’s more important to verbally express their love for their nearest and dearest since the pandemic.
Nearly two thirds (65 per cent), however, feel the phrase ‘I love you’ loses its meaning if it’s spoken too often, according to the OnePoll figures.
Anna Blackburn added: “Our research shows that people really do express their love in all kinds of different ways – and saying it out loud is just one of them.
“When you are comfortable with your loved ones, actions can often speak louder than words – and it’s the things you do that demonstrate how you truly feel.
“With Christmas around the corner, gifts are a great way for people to show love and affection for one another – something personal and sentimental for when you just can’t find the words!”
To help spread love this Christmas, the family-owned jeweller is giving away £1,000 worth of jewellery for anyone struggling to find the words to show a loved one they care.
Tongue-tied Brits should visit: http://www.beaverbrooks.co.uk/love-language before 5pm on 8 December and explain in 100 words or less how they express their love to a partner, family member or friend.
TOP 30 NON-VERBAL WAYS BRITS SHOW LOVE FOR EACH OTHER
1. Cuddles
2. Simply saying thank you for all they do for you
3. Cheering them up if you know they’re a bit down about something
4. Kisses
5. Trying to make them laugh
6. Always asking them how their day was
7. Cooking them their favourite meal
8. Always buying them something you know they’ll like in the food shop
9. Turning a blind eye when they’re a bit grumpy
10. Checking in on them throughout the day to see how they are doing
11. Arranging a nice day out
12. Giving them lots of compliments
13. Forgiving them when they do something wrong
14. Offering to do something they like, but you don’t
15. Encouraging them to pursue their own interests and hobbies
16. Doing jobs around the house that they won’t want to do
17. Listening to their music or watching their favourite TV shows, even if you don’t like them
18. Buying them a gift e.g. a piece of jewellery
19. Waking them up with a cup of tea/coffee/hot chocolate in bed
20. Baking them their favourite cake
21. Surprising them with something like a holiday / a romantic picnic or walk
22. Putting the bins out
23. Giving them massages
24. Running them a bath after a hard day
25. Popping surprise notes in their lunchbox for work
26. Liking their social media posts
27. Staring into their eyes
28. Singing them funny songs
29. Writing down how you feel about them
30. Publicly declaring your affection for them on social media
TOP 10 PHRASES BRITS FIND THE HARDEST TO SAY
1. I love you
2. I’m sorry
3. Please forgive me
4. I want to be with you
5. I care about you
6. Will you move in with me?
7. I’m proud of you
8. Congratulations
9. Can we make it official/exclusive?
10. I’m sorry for working too much
