A survey among Australian and US Snapchat users has revealed a shifting attitude towards the occasion.
According to the results, users are placing more emphasis on friendships, singlehood and self-care.
“While Valentine’s Day is often celebrated as a romantic occasion, this holiday isn’t a couples-only event for Snapchatters. It’s a day to celebrate love in all its forms, and show a little extra appreciation for the important people in their lives,” said Julia Berk from Team Snapchat.
“Galentine’s Day” mentions are on the up, while 20 per cent of those surveyed revealed they plan on spending the day with friends.
Some 10 per cent of users said they plan on spending the day solo.
Among all those surveyed, the study found Australian males to be particularly opposed to Valentine’s Day, with 22 per cent stating they consider the day a “made up holiday”.
Australian teenagers are also moving away from the festivities, with 20 per cent aged between 13 and 17 prefer to acknowledge the holiday as “Single’s Awareness Day”.