After generations of following traditional gender roles, men and women are enjoying a more open and equal society. So, today women are confronted with a daunting question: What do you give a guy for Valentine's Day?

This February 14th no woman should struggle to find the ideal way to say, 'I love you.' As it turns out, women have long had the perfect Valentine's Day gift right under their noses. What men really want to receive is the same classic expression of romance they've been giving to women throughout the ages -- flowers.

MEN'S SECRET DESIRE AT VALENTINE'S -- Indeed, 61 percent of men of all ages say they would like to receive flowers from a woman for Valentine's Day, according to a nationwide survey conducted by Bruskin/Goldring Research. However, while the majority of men would like to receive flowers the week of February 14th, just 40 percent said they have received Valentine's flowers in past years, indicating that a substantial proportion of men have never enjoyed this hoped-for gift.

TURNABOUT IS FAIR PLAY -- Women are already accustomed to sending flowers at Valentine's, but over two-thirds of their purchases are to show their parents, friends, daughters and other relatives how much they care. In many cases, the men in their lives have been left out. "Women may want to consider surprising their sweethearts with flowers as an unexpected Valentine's treat," said Denise Lee, floral consultant and trend spotter for the Society of American Florists. "Men are open to being romanced. They know they give flowers to women to say 'I love you' or 'You are special.' Now, it's their turn to be on the receiving end," Lee continued. "And don't forget, a man who experiences the enjoyment of receiving flowers, will be wise to the art of giving flowers to the women in his life, whether sweetheart, mother, daughter, sister or friend."