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As Valentine’s Day looms, we can all agree: it won’t be the same. With the coronavirus keeping people off the streets, there’s not much love in the air—more like some remnants of the virus. Which means singles aren’t looking forward to Valentine’s Day at all. In fact, a whopping 75% of dating singles would rather skip the day, according to research by happn . The dating app surveyed 400 Dutch singles to find out what they think about Valentine’s Day 2021 .
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Romance as a marketing stunt
The lockdown and associated measures are not the only reason why Dutch singles prefer to skip Valentine’s Day. Almost half of singles find the day too commercial; they see it mainly as a day on which shops do everything they can to sell love and romance.
It’s also a day when singles feel the pressure, as previous research has shown. A quarter of singles feel some form of social pressure to celebrate Valentine’s Day, even though they have no one to pamper. What would they rather see? That on Valentine’s Day we celebrate not only love, but also happiness and romance in general.
“Valentine’s Day doesn’t make singles lose faith in love,” says Marine Ravinet, head of Trends at happn. “Singles are happy with their love life and are giving themselves the freedom to meet the perfect crush this year.”
“The idea of broadening Valentine’s Day to a day of happiness and romance is nice. If you are happy yourself, this will reflect on a relationship. That is why we think it is important that our users do not let their happiness depend on their crush, but are happy with themselves. And then share that happiness in love,” she adds.
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Singles need love advice
The coronavirus has increased our need for social connections, but at the same time it has made it harder. Singles, as one of the groups that has been hit hardest, are struggling. They even say they need advice in love, the research shows.
Although they would like to meet someone to share their love with, 1 in 5 singles (19%) are pessimistic. They are not yet so sure that they will meet their great love this year. A small group of singles, around 13%, feels lost. Because they do not seize all opportunities for love, as they indicate themselves.
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