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February 10, 2021
2/10/2021

Love is in the air: Nearly 70% of Snapchatters plan to celebrate Valentine’s Day

Recent findings highlight how Snapchatters view love and friendship, their attitudes toward dating apps, and how they’re planning to celebrate Valentine's Day.
Valentine’s Day plans
Nearly 7 in 10 Snapchatters around the world plan to celebrate Valentine’s Day this year,1 and 63% plan on making Snapchat a part of the celebration.2 For those celebrating, 82% will spend the day connecting with the most important people in their lives: their current partner (40% in the US and 38% in the UK and Norway), family (24% in Mexico and 20% in the US and Germany), or best friends (32% in Indonesia and 23% in Mexico).3
Typically, Snapchatters celebrate Valentine’s Day by going out on a date, having a date night at home, or exchanging cards or gifts.4 Despite all of the uncertainties surrounding the pandemic, most are hoping to stick to similar plans this year. This is especially true in Australia (59%) and Norway (58%), where COVID-19 is fairly under control.5 
The buzz around gifts
Snapchatters plan to show their boos and buds they care with presents or a date. While 22% of Snapchatters around the world say they’re looking to give loved ones something modest, like a card or small gift, the appeal of more “traditional” gifts like chocolate or flowers varies around the globe. Snapchatters in Japan are more likely to send a bouquet or box of sweets (45%) than Snapchatters in France (8%), for example.6
No matter what they plan to give loved ones, US Snapchatters seem to leave their shopping to the last minute. In 2020, mentions of ‘flowers’, ‘card’, and ‘chocolate’ began to spike the week leading up to Valentine’s Day, and conversations peaked between 4:00PM and 8:00PM on the day-of, as Snapchatters used the app to share gifts they’d bought or received.7 
This year, many Snapchatters are trying to decide the safest way to buy presents — nearly a quarter of Snapchatters in Brazil and 2 in 10 in Australia say they still aren’t sure whether they’ll be shopping online or in-store. While buying in-store remains the preference for many Snapchatters shopping for gifts, sweethearts in the UAE are among the most likely to say they’ll be purchasing their gifts online.8
The state of love around the world
Sparks are flying for Snapchatters — nearly half of Snapchatters around the globe say they’re in love, and even more so in Norway (57%), Spain (56%), and the US (55%).9 A quarter of Snapchatters are currently dating someone, with the most lovebirds in Germany (35%), France (32%), and the Netherlands (30%). Another 40% say they’re single, with the biggest concentration being in Indonesia (62%) and Brazil (53%).10 
On average, 1 in 5 Snapchatters report using dating apps, and say that they plan to use them most before Valentine’s Day.11 While young people across the world may meet someone through a dating app, the true test of success is moving the conversation to a more personal platform like Snapchat to get to know one another.12
Relationships aren’t all about romance
For Snapchatters, romantic relationships aren’t necessarily the most important on Valentine’s Day. The connections they have with family and friends are just as valuable. 
In fact, 60% of Snapchatters say friendship is more important to them than love, and this sentiment climbs in Malaysia (79%), Spain (69%), and India (67%).13 
Snapchat is an important platform for maintaining their relationships, and nearly two-thirds of Snapchatters plan on using the app this Valentine’s Day to connect with loved ones.14 Specifically, they plan to send Snaps to their friends (44% in the US and 43% in Germany), taking selfies with Valentine’s Day Filters or Lenses (39% in Mexico and 33% in Brazil), posting to their Story (36% in the US), and using Snapchat to stay in touch with their Valentine (23% in the UK and 21% in KSA).15 
Help Snapchatters spread the love
Snapchatters are gearing up to celebrate Valentine’s Day with the people they care about most, and they’re ready to use Snapchat as a vehicle for connection. Brands, consider how to amplify the values of love and friendship in the days leading up to and during Valentine’s Day in your campaigns to make your content relatable and shareable.

Snapchat can help your small, medium or large business grow.

1Snap Inc. survey of US, BR, NL, NO, JP, ID, FR, MX, DE, IN, UK, AU, ES, MY, IT, KSA, UAE Snapchat users January 23 - February 2, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "Who are you planning to celebrate this Valentine’s Day with?"; US=518, BR=512, NL=506, NO=515, JP=301, ID=207, FR=564, MX=493, DE=495, IN=513, UK=539, AU=468, ES=474, MY=394, IT=440, KSA=465, UAE=432
2Snap Inc. survey of US, BR, NL, NO, JP, ID, FR, MX, DE, IN, UK, AU, ES, MY, IT, KSA, UAE Snapchat users January 23 - February 2, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "When it comes to Valentine’s Day, in which of the following ways do you use Snapchat?"; US=505, BR=498, NL=489, NO=500, JP=290, ID=203, FR=537, MX=471, DE=476, IN=491, UK=507, AU=450, ES=460, MY=385, IT=424, KSA=446, UAE=410
3Snap Inc. survey of US, BR, NL, NO, JP, ID, FR, MX, DE, IN, UK, AU, ES, MY, IT, KSA, UAE Snapchat users January 23 - February 2, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "Who are you planning to celebrate this Valentine’s Day with?"; US=518, BR=512, NL=506, NO=515, JP=301, ID=207, FR=564, MX=493, DE=495, IN=513, UK=539, AU=468, ES=474, MY=394, IT=440, KSA=465, UAE=432
4Snap Inc. survey of US, BR, NL, NO, JP, ID, FR, MX, DE, IN, UK, AU, ES, MY, IT, KSA, UAE Snapchat users January 23 - February 2, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "What did you typically do to celebrate Valentine’s Day prior to Covid-19?"; US=527, BR=523, NL=520, NO=523, JP=305, ID=208, FR=578, MX=496, DE=504, IN=526, UK=545, AU=482, ES=482, MY=398, IT=447, KSA=481, UAE=444
5Snap Inc. survey of US, BR, NL, NO, JP, ID, FR, MX, DE, IN, UK, AU, ES, MY, IT, KSA, UAE Snapchat users January 23 - February 2, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "Have your plans for Valentine’s Day changed due to Covid-19?"; US=523, BR=516, NL=514, NO=518, JP=301, ID=208, FR=572, MX=497, DE=496, IN=523, UK=541, AU=478, ES=479, MY=399, IT=444, KSA=476, UAE=441
6Snap Inc. survey of US, BR, NL, NO, JP, ID, FR, MX, DE, IN, UK, AU, ES, MY, IT, KSA, UAE Snapchat users January 23 - February 2, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "What type of gift do you most want to give this Valentine’s Day?"; US=512, BR=504, NL=496, NO=506, JP=296, ID=206, FR=555, MX=489, DE=486, IN=499, UK=525, AU=462, ES=470, MY=391, IT=434, KSA=456, UAE=420
7Snap Inc. internal data February 9 - February 15, 2020
8Snap Inc. survey of US, BR, NL, NO, JP, ID, FR, MX, DE, IN, UK, AU, ES, MY, IT, KSA, UAE Snapchat users January 24 - 29, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "How do you plan to shop for gifts this Valentine’s Day?"; US=510, BR=503, NL= 495, NO=506, JP=294, ID=206, FR=554, MX=484, DE=482, IN=499, UK=518, AU=458, ES=468, MY=390, IT=430, KSA=451, UAE=416
9Snap Inc. survey of US, BR, NL, NO, JP, ID, FR, MX, DE, IN, UK, AU, ES, MY, IT, KSA, UAE Snapchat users January 23 - February 2, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "Are you in love with someone right now?"; US=557, BR=547, NL=586, NO=594, JP=317, ID=216, FR=643, MX=526, DE=538, IN=573, UK=600, AU=524, ES=519, MY=426, IT=481, KSA=537, UAE=490
10Snap Inc. survey of US, BR, NL, NO, JP, ID, FR, MX, DE, IN, UK, AU, ES, MY, IT, KSA, UAE Snapchat users January 23 - February 2, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "Which best describes your current relationship status?"; US=568, BR=550, NL=597, NO=609, JP=320, ID=217, FR=655, MX=527, DE=539, IN=579, UK=611, AU=529, ES=522, MY=431, IT=487, KSA=546, UAE=504
11Snap Inc. survey of US, BR, NL, NO, JP, ID, FR, MX, DE, IN, UK, AU, ES, MY, IT, KSA, UAE Snapchat users January 23 - February 2, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "If you use a dating app, when are you planning to use it most?"; US=543, BR=536, NL=547, NO=566, JP=313, ID=214, FR=611, MX=515, DE=519, IN=557, UK=583, AU=506, ES=498, MY=411, IT=461, KSA=505, UAE=472
122020 Cassandra study, Demystifying the Snap Generation: Three Key Trends for 2020 and Beyond, commissioned by Snap Inc., June 2020
13Snap Inc. survey of US, BR, NL, NO, JP, ID, FR, MX, DE, IN, UK, AU, ES, MY, IT, KSA, UAE Snapchat users January 23 - February 2, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "If you had to choose only one, which of the below is more important to you?"; US=537, BR=530, NL=540, NO=544, JP=308, ID=212, FR=594, MX=507, DE=510, IN=547, UK=578, AU=502, ES=491, MY=407, IT=456, KSA=500, UAE=463
14Snap Inc. survey of US, BR, NL, NO, JP, ID, FR, MX, DE, IN, UK, AU, ES, MY, IT, KSA, UAE Snapchat users January 23 - February 2, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "When it comes to Valentine’s Day, in which of the following ways do you use Snapchat?"; US=505, BR=498, NL= 489, NO=500, JP=290, ID=203, FR=537, MX=471, DE=476, IN=491, UK=507, AU=450, ES=460, MY=385, IT=424, KSA=446, UAE=410
15Snap Inc. survey of US, BR, NL, NO, JP, ID, FR, MX, DE, IN, UK, AU, ES, MY, IT, KSA, UAE Snapchat users January 23 - February 2, 2021. Age and location data subject to restrictions. See https://businesshelp.snapchat.com/en-US/a/audience-size-tool for details. Question: "When it comes to Valentine’s Day, in which of the following ways do you use Snapchat?"; US=505, BR=498, NL= 489, NO=500, JP=290, ID=203, FR=537, MX=471, DE=476, IN=491, UK=507, AU=450, ES=460, MY=385, IT=424, KSA=446, UAE=410