Article

Letitiah Obiri
Letitiah Obiri 12 February 2018

Young women hate being reminded by brands they are single on Valentine’s Day

With Valentine’s Day fast approaching, many couples will be pulling out all the stops to spoil their loved ones but a new study indicates that young women are disillusioned with the most romantic day of the year and hate being reminded by brands they are single.

The insightful study conducted by market researchers Catalyx, collected the responses of 43 young British women who had grown apathetic about Valentine’s Day and it only served as a painful reminder of their loneliness as they were bombarded with soppy social media posts, cheesy gift ideas and glossy advertisements of loved up couples.

More than a quarter of respondents said they had never experienced celebrating the day with a partner before whilst 24% said their Valentine’s nightmare was being single and lonely. One participant even said the day was much more symptomatic of societal pressures on women saying “the worst for me is probably just the patriarchal demands functioning with capitalism to make a big deal of an otherwise normal day.”

Ultimately, most young single women prefer not to celebrate Valentine’s Day and are put off by the commercial exploitation of what should be a romantic day. Instead, some opted for a distraction from the loneliness associated with Valentine’s so preferred to embrace Galentine’s Day on February 13th, where they celebrate their friendships by giving gifts and organising girly activities to indulge and treat themselves.

For savvy brands looking for unique ways to reach young singletons, Galentine’s offers a fantastic alternative to Valentine’s Day as data from Pinterest reveals searches for ‘Galentine’s Day Ideas’ have seen a massive 1780% year on year increase. As Google searches for Galentine’s grows and female empowerment becomes the order of the day, brands should already be considering the importance of targeting singletons to take advantage of the rising trend.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
How to Review a Website — A Guide for Beginners

How to Review a Website — A Guide for Beginners

A company website is crucial for any business's digital marketing strategy. To keep up with the changing trends and customer buying behaviors, it's important to review and make necessary changes regularly...

Digital Doughnut Contributor
Digital Doughnut Contributor 25 March 2024
Read more
The Impact of New Technology on Marketing

The Impact of New Technology on Marketing

Technology has impacted every part of our lives. From household chores to business disciplines and etiquette, there's a gadget or app for it. Marketing has changed dramatically over the years, but what is the...

Alex Lysak
Alex Lysak 3 April 2024
Read more
The IoT-Connected Car of Today—Case Studies

The IoT-Connected Car of Today—Case Studies

Imagine a world where your car not only drives itself, but also says intelligent things. This would look like an impossibility about five years ago, but today the IoT is already breaking fresh ground for tech...

Ronald van Loon
Ronald van Loon 10 March 2017
Read more
10 Factors that Influence Customer Buying Behaviour Online

10 Factors that Influence Customer Buying Behaviour Online

Now is an era where customers take the center stags influencing business strategies across industries. No business can afford to overlook factors that could either break the customer experience or even pose a risk of...

Edward Roesch
Edward Roesch 4 June 2018
Read more
AI-driven Personalisation Dominates the Future of Travel and Hospitality Marketing

AI-driven Personalisation Dominates the Future of Travel and Hospitality Marketing

Travel and hospitality marketing is on the verge of dramatic transformation. Personalisation of marketing communications is moving from dream to necessity, and the change is putting marketers in the driving seat.

Michael Nutley
Michael Nutley 3 December 2024
Read more