The majority of Brits spend nearly £1BILLION every year sitting through a gig or live event they had no interest in – just to please someone else.
A poll of 2,000 adults found the nation forks out a whopping £965m each year sacrificing their own entertainment preferences for a loved one.
In fact, of all the entertainment events Brits attend each year, more than half (62 per cent) are for someone else's benefit.
Despite this, 68 per cent admit to secretly enjoying these events when they expected the opposite.
Barclaycard has identified 'Gigplomats' as those who forgo their own entertainment preferences in support of a partner, friend or family member.
Of these giving individuals, 50 per cent do so to make someone happy, 43 per cent attend in the name of love and 38 per cent say it's worth it to spend more time together.
Daniel Mathieson, head of sponsorship at Barclaycard, said: "For every event Brits can't wait to get to the front of, there are many more we are attending to accompany a family member, partner or friend in the name of 'Gigplomacy'.
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"Our findings show that consumers spend a phenomenal amount attending events and acts in support of their loved ones.
"To ensure that all our customers are able to attend their favourite acts this year, we are offering cardholders savings across thousands of events including access to exclusive festival pre-sales."
The study also found romantic partners are most likely to be Gigplomats, with two thirds having accompanied their other half to live entertainment events which they wouldn't have chosen themselves.
If Brits can't convince a partner then asking a parent is the next best thing as almost half of mums and dads would offer to attend, followed by a quarter of best friends.
Those aged 18-24 are most willing to go to live entertainment events for others, while people over 55 tend to be less likely to give up their time.
The research revealed just 15 per cent of the older age group attended an event out of love in the last month, compared to 39 per cent of 18-24-year-olds.
However, 34 per cent of Brits admit to operating a 'gig pro quo' approach to live entertainment, agreeing to attend an event only if the favour is returned.
When it comes to the event itself, one in four have exaggerated their enjoyment to make someone else happy.
And humorously, 10 per cent admitted to spending a stint in the toilet to pass the time, or making up excuses to leave early.
Danny Wallace, comedian, author and TV presenter, said: "We all know the feeling of wanting to see an artist or act you love but your nearest and dearest aren't quite so keen.
"It's reassuring to know that Brits are willing to put their loved ones' tastes above their own when it comes to live entertainment and find they enjoy themselves once they're there.
"Here's to the partners, parents and friends who selflessly attend gigs for others – and may we all repay them with 'Gigplomacy' in return."
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