February is included into the period called “cuffing season” when people try to find a couple for stable relationships. St. Valentine’s Day is considered to be the final point of cuffing season. 60% of couples meet each other between October 1 and February 14. 8% of them found relationships in February.
The week after V-Day is called “Love Action Week” and is characterized with a 63% increase of new sign ups on dating websites and apps.
User Intent Changes During Valentine’s Season
Users tend to change their behavior in the period leading up to Valentine’s Day. Users become more active when searching for companionship, dating, or other forms of social interaction before Valentine’s Day.
Examples of changing user intentions during Valentine’s season might include:
- looking for a serious relationship before Valentine’s Day
- seeking companionship and new social connections
- returning to dating apps after a breakup
- trying online dating for the first time
- becoming more active on dating websites and mobile apps
Knowledge of such behavioral shifts allows affiliates to offer dating promotions to the right target audience during Valentine’s season.
Dating activities on St. Valentine’s Day
Successful Valentine’s Day means a sexy Valentine’s Day. That’s why people try to do anything not to stay alone on “the most romantic day of the year”. It is caused by social pressure and the romantic atmosphere made by industries. So, single people feel lonely and want to find “someone” before February 14. Also, long-term single people are so sick of being alone on that night that they brush themselves down and decide to be pro-active and make a change. They are highly motivated to use dating websites and apps.
Research from App Annie shows that more than $4 billion has been spent globally on dating apps in 2021. It’s a 95% increase since 2018. The most popular dating apps are Baddoo, Hinge and Tinder.
To find the best match between audience and dating offers use smartlink. The best platforms that can help you to attract traffic can be social media like TikTok and Snapchat.
Best Audience Segments During Valentine’s Season
| Audience Segment | Typical Motivation | Conversion Potential |
| Single Users | Looking for companionship before Valentine’s Day | High |
| Recently Separated Users | Seeking new connections after a breakup | High |
| Long-Term Singles | Exploring dating opportunities | Medium to High |
| Young Adults | Social discovery and relationship building | High |
| First-Time Dating App Users | Trying online dating for the first time | Medium |
The reason for that is the time period when people are becoming more interested in meeting new friends and using dating services.
Break-up peak time
Despite of huge amount of romantic dates, three weeks of February are marked with break-ups. Data shows that breakups tend to spike around February 14. But it’s always a good opportunity to look for a one-night-stand lover.
The heartbreaking act of dumping someone right before Valentine’s Day, because it’s too tight to get them a gift, write a card, or make any kind of fuss.
Even if people break up, it doesn’t mean they don’t want to go on dates. So, pay attention to those who have changed his status on Facebook or post sad photos and video in their social media. They can be your ideal convertible target audience.
Traffic Sources That Perform Well During Valentine’s Season
The Valentine’s season also offers opportunities across several traffic sources due to the higher dating traffic it generates. Users tend to be responsive to relationship-based ads and messages during such periods.
Social Media Traffic
Popular social media sites such as TikTok, Snapchat, Instagram, and Facebook may produce high engagement from dating users during this period.
Push Notification Traffic
Push notifications can help you reach users seeking companionship, relationships, and social interaction during this time.
Native Advertising
This kind of ad placement could also prove effective for your dating-based ads and campaigns.
Search Traffic
There might be an increase in search traffic prior to Valentine’s Day in search of dating apps, relationship tips, and other dating resources.
What Affiliates Should Consider During Valentine’s Campaigns
It is common for Valentine’s Day campaigns to feature changes in user behavior and increased competition. When considering offering a dating campaign in the run-up to this holiday, affiliates need to know that:
- the intention of their audience might change before and after Valentine’s Day
- campaign effectiveness might differ by GEO
- mobile traffic could account for a substantial part of the dating conversion rate
- seasonal creatives might increase engagement
- they should test a few traffic sources
Being aware of these aspects will allow affiliates to adapt their campaigns accordingly.
FAQ
Why do some people define their relationships around Valentine’s Day?
Valentine’s Day gives people an opportunity to speak about their relationship aspirations and make things clear to each other.
Does Valentine’s season influence long-term relationship decisions?
Many people reconsider their relationship goals during Valentine’s season. For affiliates using platforms such as Adverten, this can create opportunities to reach users with stronger dating intent.
Why are dating sites more popular among first-timers during February?
Many people start exploring online dating before Valentine’s Day. Smartlink solutions such as Adverten can help connect these engaged users with relevant dating offers.
Is there any possibility that Valentine’s season can influence both casual and serious dating?
Yes. Some users want to build long-lasting relationships, while others are looking for someone to spend time with and socialize.
Why is February an important month for relationships?
This month is associated with Valentine’s Day, so many dating activities usually take place in February.
Do dating trends change after Valentine’s Day?
Yes, users tend to behave differently when it comes to dating post-Valentine’s Day: while some keep up their endeavors, others resume dating.