Dating.com: “Pandemic Has Ended Valentine’s Appeal”

Research from Dating.com has found that both singles and people in relationships are opting out of typical Valentine’s Day rituals this year as they believe it’s more critical to make a mindful effort to celebrate appreciation and love – for ourselves and our partners – every day of the year.

In the last two years, couples have been able to have more quality time with their partners. As a result of flexible work and lockdowns, they have used down time to become more and more creative and proactive in planning special moments for date night, more frequently and on any night of the week – leaving traditional moments like Valentine’s Day as an outdated holiday. While special nights out are still a priority within relationships, Dating.com users have cited that Valentine’s Day feels like a forced holiday that’s lost its meaning.

Dating.com surveyed its users to see how singles and couples are spending the holiday and found that 47% are opting out of Valentine’s Day while 32% are having date night at home and 21% made special reservations. Key findings from the survey include:

• 60% said Valentine’s Day has lost its value as a result of the pandemic
• The pressures of the pandemic have affected the way couples offer and receive their partner’s support. 48% of users noted that they want to be shown affection from their partner more regularly throughout the year and 52% said they’ve already begun a new ritual to do so.
• 74% of singles surveyed said that Valentine’s Day adds too much pressure on a potential relationship while 58% of those in relationships think one day isn’t enough to show their appreciation for their partner.
• Quality time is still a top priority. Of those still celebrating, 63% said they prefer a more intimate night together versus any over the top plans. Similarly, those celebrating noted they’re aiming to spend an average of $150 on Valentine’s Day celebrations and gifts – which isn’t extravagant considering what singles and couples have spent in previous years. Users increasingly prefer quality time spent together over money spent on dinner and gifts.
• Of those not celebrating, 83% noted they’ll be making plans to spend time around Valentine’s Day weekend with friends instead.

Maria Sullivan, Vice President and Dating Expert of Dating.com, said: “It’s no surprise that both singles and couples have given up on Valentine’s Day. Globally, we’ve seen that people are more focused on building strong connections that focus on supporting and celebrating each other all year long. Our findings show us that, amid the additional stress from the ongoing pandemic, singles and couples feel overwhelmed with over the top displays of love.

“While taking time to recognise these important bonds is important, partners should be giving their lovers these affirmations more frequently than just once a year. The pandemic has accelerated the death of this antiquated commercial holiday as more couples and singles have taken advantage of the flexibility of remote work to plan more creative, intimate dates and set aside quality time for their partners.”