New Dating Trends Redefine Valentine's Day

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About 60% of people worldwide celebrate Valentine's Day, but the holiday is no longer just about romantic love. Younger adults are embracing their friendships more than their romantic relationships, with nearly one in three Gen Z adults saying friendship is as important as romance. The classic dinner date is out, replaced by "experience dating" and "micro-dates" that are quick, casual meetups. New dating terms like "throning" and "shrekking" have also emerged, while friendship apps like Bumble BFF and Yubo are on the rise. Despite these changes, Valentine's Day remains a major retail event, with consumers expected to spend a record $27.5 billion last year.

Why it matters

As social norms and technology continue to shape how people connect, the traditional notions of Valentine's Day are being challenged. These evolving dating trends reflect broader shifts in how younger generations prioritize relationships and seek new ways to find companionship, whether romantic or platonic.

The details

The report highlights several key dating trends redefining Valentine's Day. Many younger adults now view friendship as equally important as romance, with nearly one in three Gen Z adults saying so. The classic dinner date has been replaced by "experience dating" focused on activities like axe throwing, pickleball, and cooking classes. "Micro-dates" - quick, casual meetups lasting 15-30 minutes - are also growing in popularity to save time and reduce dating burnout. New dating terms like "throning" (dating to raise social status) and "shrekking" (dating someone unattractive for better treatment) have also emerged. Friendship-focused celebrations like "Palentine's," "Galentine's," and "Broentines" are also becoming more common.

• Last year, consumers were expected to spend a record $27.5 billion on Valentine's Day.
• The report was published on February 8, 2026.