Infographic Snapshot: Millennials and Valentine’s Day

Are Millennials telling Valentine's Day, "I'm just not that into you?" What's their relationship status, will they be celebrating, and who are they buying for? We've got the data on how Millennials are approaching the candy heart holiday. 

Valentine's Day is around the corner, and with Millennial consumers most likely making up the majority of singles who are dating, looking for love, and now starting to settle down, it’s important to understand how they view the holiday. In a recent Ypulse monthly survey, we asked about their relationship statuses, and their plans for and attitudes about February 14th. Here's some of what we found:

55% of Millennials over 18-years-old are either in a relationship or married, so the majority of older Millennials at least have a partner to, in theory, celebrate the holiday with, but that doesn't necessarily mean they embrace the 14th... 

58% of Millennials tell us that they think Valentine’s Day is overrated, and 52% say they don’t really care about the holiday. But at the same time 56% say they are celebrating it. This might explain many Millennials’ somewhat tongue-in-cheek approach to the day. As we said last year, Millennials have a tendency to turn anything they can into a joke to make it more bearable. Around this time of year, that tactic is used by the generation to take on Valentine’s Day, a holiday that can be difficult for anyone, but perhaps especially young consumers who are still figuring out their love lives. It seems even those in a relationship are not as likely to take the holiday too seriously, as is evidenced by the plethora of meme-inspired cards and trends being created by internet users from Tumblr to Twitter. But this is a generation that grew up being told to bring a Valentine for everyone in the class, and a group of consumers always looking for a reason to celebrate. Thinking it is an overrated holiday doesn’t necessarily mean they aren’t acknowledging the day, they just might have a non-traditional approach. It should also be noted that 56% of males said they don't care about Valentine's, compared to 48% of females. 

Of those planning to celebrate, the majority are planning to give a gift to a significant other, but at the same time, 47% will be spending on a gift for a family member or friend. To brands, that could be a big opportunity. Again, many of these young consumers are not taking a traditional approach, so appealing to their desire to celebrate Valentine's with non-love-interest loved ones could be a smart move. (Galentine's anyone?

The 27% who say they avoid going out in public that day could be another opportunity. Seamless is running a campaign encouraging users to stay in and eat at home, and they shouldn't be the only brand thinking of ways to cater to the group that would rather commemorate the day in the comfort of home (and pajamas). The data indicates that Millennials are willing to spend for Valentine's, but their attitudes about the holiday show that convention can be bent and brands can start thinking out of the heart shaped box. 

 

Today’s Infographic Snapshot is a portion of the data deliverable created to illuminate recent data for Gold subscribers twice a month, using stats from our most ongoing surveys of Millennials 13-32-years-old! 

Want to talk to us about the article
or dive into a custom study?


The Newsfeed

“As a graphic designer, without the arts being available to me in school I would have been lost as a child and where to take my career path. The fact that schools are cutting art programs is heartbreaking.”—Female, 24, NJ

Applebee’s is putting down the sriracha and giving up on trying to appeal to Millennials. The brand has decided their newer menu items—like a “triple pork bonanza” sandwich—and attempt at a “modern bar and grill” reinvention has “alienate[d]” Boomers and Gen Xers. They’re shutting down more than 130 restaurants and bringing back initiatives from before their attempted “pendulum swing towards millennials,” all-you-can-eat specials and 2-for-$20 deals. Other brands are creating new spin off chains to appeal to fast-casual lovingMillennials, that “[lack] the associated baggage of the old.” (Inc, NPR)

Adults-only ball pits, bouncy houses, and giant slides are sweeping the U.K. Millennials seeking a break from adulthood are flocking to places like Wacky World’s “massive bouncy-castle obstacle course,” which started out as a children’s event. The founder received so many requests that now every event has an 18-and-over slot, and has expanded to 19 cities. This “trend for arrested development activities” is caused by nostalgia, but the influx of marketing and branding leveraging the emotion could be popularizing these playgrounds for adults. (The Guardian)

Facebook is responding to the trend of asking for birthday charitable donations by integrating it right into the platform. Users in the U.S. can now trade in all the “HBD”s they get on Facebook for donations to the cause of their choice: well-wishers will be notified of the birthday along with the selected non-profit, and get the chance to donate. Facebook will ask users which charity they wish to dedicate their day to two weeks in advance, allowing them to choose from 750,000 organizations. (TNW)

Appear Here is the Airbnb of pop-up shops, giving brands their perfect temporary store for the new era of retail. The company finds short term retail space, and has worked with big-name brands like Nike and Net-a-Porter to open “experimental activations” or “test new products.” As brick-and-mortar continues to suffer and long-term stores close, Appear Here says physical retail is still needed, but to “tell a story.” The pop-up industry was valued at $50 billion in 2015, and provides a more low-risk, flexible option to avoid the retail wasteland. (Glossy)

Millennials & Gen Z are turning a profit online and on mobile by re-selling their retail. Thredup, Poshmark, and Depop are just a few of the most popular brands cashing in on the resale economy’s $18 billion market, and some shoppers say they are making $300 a week on the platforms. Some are also using social to sell, often in conjunction with apps or sites, including Snapchat, Facebook Groups, and Instagram. College students on a budget are reportedly especially drawn to resale, thanks to convenience, value, and access to luxury at a lower price. (FN)

“Adult means being entirely independent. I pay my own bills, make all decisions in my life, and feel very in control.”—Male, 20, NY

Sign Up Now

Subscribe for premium access to our content, data, and tools.

Already a subscriber? Sign in.

Upgrade Now

Upgrade for full access to the best marketing tools for understanding the next generation.

View our Client Case Studies