New data from the UK's leading card and gift retailer Moonpig has revealed a significant cultural shift in how Valentine's Day is celebrated across the nation. The number of 'platonic' Valentine's cards sent to friends, family members, and admired acquaintances has increased by nearly a third in just one year, marking a substantial departure from traditional romantic celebrations.
The Rise of Platonic Love Post
According to Moonpig's comprehensive analysis, there has been a remarkable 30 per cent surge in what the company terms 'platonic love post' during the Valentine's period. This trend sees friends receiving nearly one in five (16 per cent) of all orders, demonstrating a growing movement towards celebrating support networks rather than exclusively focusing on romantic partnerships.
The data indicates a nationwide transformation in Valentine's Day traditions, with research commissioned by Moonpig finding that three in ten Generation Z individuals are more likely to celebrate February 14th with a friend than with a romantic partner this year. This represents a fundamental change in how younger generations approach traditional celebrations.
Galentine's Day Gains Momentum
The research, which surveyed 2,000 adults across the UK, revealed particularly strong trends among younger women. A quarter (26 per cent) of women aged 18-24 reported they are more likely to celebrate 'Galentine's Day' – February 13th, dedicated to female friendships – in a 'partner-free' manner this year. Furthermore, 18 per cent of respondents said they're just as likely to celebrate this friendship-focused day as the traditional Valentine's Day on February 14th.
Rachael Halliday, spokesperson for Moonpig, commented on this emerging trend: "It's clear that saying 'I love you' is not just for the coupled up. Our research has shown that our support network and our mates are today's real 'love affairs', so we are giving everyone the chance to celebrate those that hold us up, support us, and keep us going all year round this February."
Celebrating Friendship Bonds
To embrace this 'mates before dates' movement, Moonpig is launching a special initiative inviting everyone in the UK to send a love note – completely free – to anyone except their romantic partner. Using the promotional code LOVEYA, which will be active from February 9th to 12th, people can celebrate their platonic relationships without financial barrier.
The research uncovered fascinating insights about friendship dynamics across different demographics. Women demonstrated particularly strong friendship bonds, with 34 per cent reporting they have at least one friend they could call in the middle of the night during an emergency, compared to just 22 per cent of men. Additionally, 25 per cent of women still maintain contact with at least one friend from primary school, versus 18 per cent of men.
Generational Differences in Friendship Formation
The study revealed distinct patterns in how different generations form and maintain friendships. Younger women, particularly Generation Z, tend to have slightly larger inner circles averaging four close friends, compared to three for the general population. This expansion appears connected to modern social patterns, with 10 per cent of younger women having made friends while travelling and seven per cent forming bonds at festivals.
Social media has played a crucial role in friendship formation for younger generations, with 13 per cent claiming they've made lifelong friends through digital platforms. This contrasts with older generations who typically formed their closest bonds through more traditional routes, including primary school (23 per cent), secondary school (34 per cent), and past employment (31 per cent).
Year-Round Friendship Celebrations
The research indicates that celebrating platonic love extends far beyond Valentine's Day for many women. Throughout the year, 51 per cent send regular check-in messages to their closest friends, while 30 per cent never forget to celebrate even minor milestones in their friends' lives. Additional gestures of platonic affection include surprising friends with small treats like coffee or sweets to brighten their day unexpectedly (26 per cent).
Female friendships demonstrate remarkable evolution through different life stages, from education to career development and parenthood. Nearly half (49 per cent) of women agree that the people closest to them change as they progress through life, compared to only 25 per cent who maintain the same close friendships throughout all life stages.
Rachael Halliday from Moonpig added: "Be they your 'ride or die', drinking buddy, eyebrow lady, or parenting guru, you can show that non-romantic special someone you care about them this Valentine's week. Whoever it is you rely on most in the world, who makes you smile on your darkest days, who makes you belly laugh like you're kids again – it's time to show them how much they mean to you."
This growing trend towards platonic Valentine's celebrations reflects broader social changes in how relationships are valued and celebrated in contemporary British society, suggesting that traditional romantic celebrations are being complemented by more inclusive approaches to expressing affection and appreciation.
