Brands and the ‘Galentine’s Day’ bandwagon

Although there are more and more singles every year (one of the key trends in the frAGILE bookzine), with figures of Euromonitor projecting 120 million new single-person households being added by 2030, being single around February never is pleasant. With February 14 just around the corner, we are massively getting the spread-your-love lecture, with social media bombarding us with cheesy love quotes, lists of the best gifts to surprise your partner, and the most romantic date ideas, not to mention the red-heart overload coloring shop windows.

Fact is that Valentine’s Day does not only (if at all) represent a shout-out to love, but it is a big commercial event with, according to the National Retail Federation, $18.2 billion being spent on this holiday of love in the US. The average American spends around $136.57 on flowers, jewelry, chocolates… and even gifts for their pets (the same survey showed that about 20% of US consumers buys their pet a Valentine’s gift) in the period leading up to this day.

You might think “ugh”, if you are one of those who resent this fake feast of love… And guess what, there is a market for that too, with events celebrating anti-Valentine’s day popping up in major cities. In London, there’s a F**k Tinder event, where people can meet face-to-face during a comedy show, without the use of dating apps. Also, and for the sixth year in a row, dating app Bumble is organizing an Anti-Valentine’s party with UV table tennis, smashing heart-shaped piñatas and cocktails. The partying people are to follow strict anti-Valentine’s rules, and there is even Love Police on call to capture mugshots of any romance rebels.

Since a few years, a whole new celebration has entered the scene – which could just be the rescue for all those resenting the holiday of love. Meet Galentine’s Day, a concept that initially started as a sitcom joke on the American series Parks and Recreation.

Galentine’s Day, on February 13, is all about celebrating your besties, gals (think sisters before misters) during a boozy brunch or cheesy pajama night. With more singles out there, this day clearly will keep on marking people’s calendar in the years to come.

Brands are also seizing their fair share of Galentine, with its very own greeting cards and gift ideas. Pinterest has seen a 245% increase in the UK of pins tagged for the occasion, going from pink cocktails to unicorn doughnuts.

Instagram Singles Swag pictures

So, whether you have a date on February 14 or not, don’t waste the night sobbing on the sofa with Netflix and ice cream. Celebrating friends love is the new normal, just like the breakdown of traditional relationships with youngsters buy properties together. And if you want to give your single self a little gift, there are even subscription boxes celebrating self-love for single women (an example is Singles Swag, which by the way is a must-follow on Instagram if you want to join the anti-valentine and cheesy-love revolution with a funny twist).

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