Valentine's Day Data 💌 from SurveyMonkey
Hello from SurveyMonkey!
Welcome to the latest installment of our research newsletter. This week, we’re looking ahead to Valentine’s Day to share who’s excited for the holiday and how people are celebrating the occasion. Our Research Scientist Brianna Richardson is back with the full report!
Valentine’s Day 2022: Love in the time of COVID
Love is in the air: about half (48%) of adults in the U.S. say they plan to celebrate Valentine’s Day, according to a new SurveyMonkey poll. About half (52%) of men plan on celebrating compared with 45% of women and 38% of nonbinary adults. Similarly, Gen-Z takes on young love as 52% plan on celebrating Valentine’s Day compared with 46% of Boomers and 41% of the Silent Generation.
Most are staying in to celebrate
About a third (34%) of adults will go out to a restaurant and 1 in 10 (13%) will spend time with friends.
Women are slightly more likely than men to spend Valentine’s Day with their friends (14% vs. 11%).
Flowers remain popular among young adults
About a third (32%) of adults who are celebrating Valentine’s Day plan to give their significant other a greeting card, a move that may be too traditional for young adults. Just a quarter (24%) of adults ages 18 through 34 plan to give one compared to 4 in 10 (42%) adults age 65 and up and 33% of adults ages 35 through 64. Flowers, however, remain popular with the 34 and under crowd as 36% plan to give them to their significant other compared with 28% of adults ages 35 through 64 and 26% of adults 65 and up.
Half (50%) of men plan to give flowers, compared with just 8% of women
Women are more likely to plan on cooking a homemade meal for their significant other compared to men (35% vs 22%) and 28% of adults overall
Four in 10 (42%) of those planning to spend over $200 say they’ll give their significant other an experience (i.e. concert, movie, travel, etc.) compared to just 9% of those planning to spend $50 or less and 2 in 10 (19%) adults overall
A quarter (24%) of adults earning more than $100,000 per year plan on giving their significant other an experience vs. 16% of those earning $50,000 or less and 19% of those earning more than $50,000 but less than $100,000.
COVID-19 remains a concern for some
While many focus on preparing gifts and experiences for their significant other, COVID-19 remains a concern as the second Valentine’s Day amid the pandemic approaches. Just under half (45%) of adults plan to stay in for Valentine’s Day. Among those staying in, one in four (42%) cite concerns over COVID-19. However, some (43%) feel it’s more romantic to stay at home and about a third (36%) cite budget constraints.
6 in 10 (63%) of Democrats celebrating Valentine’s Day from home cite concerns over COVID-19 compared to just 21% of Republicans and a third (34%) of independents
About half (48%) of vaccinated adults cite concerns over COVID-19 compared with just a quarter (25%) of those who are vaccinated
About half (48%) of men say it’s more romantic to celebrate at home compared to 39% of women. However, women are more likely to cite concerns over COVID-19 compared with men (46% vs. 38%)
6 in 10 (61%) Blacks and half (48%) of Hispanics who plan to stay home cite COVID-19 concerns compared with 36% of whites
COVID-19 is least likely to keep young adults indoors: about a third (33%) of Gen-Z plan to stay in for Valentine’s Day compared with just under half (47%) of Millenials, 47% of Gen-X and 48% of Boomers. While adults living in rural areas are least likely to cite COVID as a reason for staying in, about half (49%) plan to spend Valentine’s Day at home compared to four in 10 (40%) urbanites and 45% of suburbanites.
Most adults prefer to be in a relationship
While not all adults may be celebrating Valentine’s Day, an overwhelming majority say they prefer to be in a relationship. Just a quarter (26%) of adults say they’d prefer to be single versus 71% who say they’d like to go steady. Males are slightly more likely than females to say they’d prefer to be in a relationship (75% vs. 67%), while about a third (36%) of nonbinary adults would prefer to be single. About 6 in 10 (61%) planning to celebrate Valentine’s Day this year say they prefer to be in a relationship. However, a quarter (25%) of adults celebrating would prefer to be single.
Other Momentive data in the news:
We partnered with Axios to gauge sentiment around the Beijing Olympics, which begin today! Enthusiasm for the Games is low, and many in the U.S. are concerned about China’s host status. Read the full story.
New on the Momentive blog: “When it comes to diversity, equity, and inclusion (DEI) efforts, companies need to drive change and act on their purported values—because research shows that employees are watching.” Read the full post.
That’s it from us this week! Thanks for reading.