Topline: Valentine’s Day

Vital insights into Gen Z and Millennials' behavior, plans, and views—with major takeaways for brands.

Millennials are coupled up and feeling the love this year. The majority of 13-36-year-olds plan to celebrate Valentine’s Day next month, with Millennials driving participation. But for both Gen Z and Millennials, the holiday’s focus continues to shift away from just romance. The majority of 13-36-year-olds say they don’t feel pressure to be in a relationship for Valentine’s Day and more than three in five find the holiday to be overrated. Instead, seven in ten Gen Z and Millennials say Valentine’s Day is just a good opportunity to express their love to friends and family.

Download the full report for insights on:

  • Their relationship statuses
  • Who they’ll be spending the holiday with
  • Their thoughts on Valentine’s Day
  • Their expenditures: where they’re shopping, what they’re buying,  how much they’ll be spending—and who they’ll be spending it on


Report length: 1 page

Based on a survey of 1000 13-36-year-olds in the U.S. fielded December 2018

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