Single Ladies, Rejoice! Data Says Galentine’s Day Is Back And Bigger Than Ever

3d render of shiny red color balloons with empty wall in empty room. Valentine's day, Party concept.
Kathleen Farmilo
By Kathleen Farmilo
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New research from Emarsys has found that Valentine’s Day in Australia isn’t just for romantic relationships.

Singles around the country can take a deep sigh of relief, and ready their wallets to spend extortionate amounts of money on chocolate and wine on themselves instead.

Eleven percent of the survey’s respondents, when asked how their 2021 Valentine’s Day would be different from previous years,  said that they would be self-gifting this year. Fair enough!

Nine percent of all respondents said they would celebrate their platonic relationships, clearly paying respects to the time-honoured feminist tradition of Galentine’s Day. Among the 16-24 age bracket, a massive twenty percent said they would be celebrating their platonic relationships.

Good job Gen Z – Beyoncé would be proud. Here’s to taking the consumerist stuffing of Valentine’s Day and transforming them into a celebration of friendship!

Adam Ioakim, managing Director APAC at Emarsys said, “over the past few years as interest in Galentine’s Day has steadily grown, the young singles demographic has become an increasingly lucrative target among marketers pushing out Valentine’s Day promotions.

After a challenging year in 2020, whether coupled up or flying solo, consumers are looking to spoil themselves and their loved ones.”

For the rare few whose relationships survived 2020, research shows that people will be putting more effort into their gifts. Nine percent of consumers will spend more on their partners this year, and seven percent have given ‘much more’ thought into their gifts. No insight into how much thought the remaining ninety-three percent will put into theirs, though.

Chocolates are the most popular gift, followed by flowers, gadgets and tech, and underwear. Those buying underwear may have to prepare a backup gift, as only forty-four percent of people with a partner are confident they know their other half’s size.

Maybe stick to prosecco this year instead.

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valentine's day

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