Doing things alone is on the rise, and businesses should pay more attention to that – even on Valentine’s Day

With solo living on the rise, more consumers are dining, traveling and spending on their own. Yet most brands still design their offerings year-round for couples.

By: Peter McGraw, University of Colorado Boulder, The Conversation

Outlets: The Conversation

Published: January 23, 2026

Words: 1,319

Last Updated: 1 month, 3 weeks ago

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By Peter McGraw, University of Colorado Boulder

Every February, Valentine’s Day amplifies what single people already know – that public life is built for two. Restaurants roll out prix fixe menus for couples. Hotels promote “romantic getaway” packages designed for double occupancy. A table for one still invites the question, “Just you?”

Yet there’s irony that’s hard to miss. While Valentine’s Day doubles down on togetherness, more adults are living – and moving through the world …

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