Valentine's Day is becoming a more open and inclusive holiday. New data shows that February 14 is increasingly perceived by people as an opportunity to celebrate various types of relationships – not just romantic ones. This is evident from a survey by OpenTable, which indicates that more than half of people (57%) believe that Valentine's Day celebrations should not be limited to romantic couples. The main driver of this change is Generation Z – up to 70% of them agree that the holiday should have a broader significance.
Valentine's Day with friends and self-love
The changing perception of St. Valentine's Day is also reflected in the specific ways of celebration. According to the survey, 60% of Generation Z members plan to spend Valentine's Day with friends this year. Previous findings from the campaign „Be Single, Not Solo“ by the dating app Plenty of Fish revealed that 42% of singles plan to go out for food or drinks with friends, 36% plan a self-care evening with friends, 33% will organize virtual meetups, and 24% will buy gifts for each other.
A significant shift in the current perception of Valentine's Day is also the emphasis on self-love and self-care. For many, February 14 becomes a period of so-called self-romanticization. „This involves realizing that one of the most reliable and lasting sources of love is oneself. Valentine's Day is then just a challenge to show love to yourself. Whether you buy yourself a gift or go for a massage or to the cinema,“ said Lucie Slováčková, an expert on healthy sexuality from Růžový slon.
Modern Valentine's Day: diversity of relationships and emotions in gifts
Current Valentine's trends also reflect the transformation of modern dating. The traditional division into „in a relationship“ and „single“ is giving way to more diverse forms of connections – from situational relationships to deep friendships with emotional intimacy. Valentine's Day thus allows for relationships that are not clearly defined and often remain unspoken.
A new Valentine's trend is also defined by gifts that are an emotional expression. Valentine's Day is increasingly not about grand gestures, but about subtle, carefully chosen, and planned activities. „A carefully selected type of pastry, a thoughtfully chosen book, or a well-timed coffee delivery evoke emotion. This approach changes the concept of Valentine's Day from an impulsive display of romantic passion to a reflection of careful consideration and planning,“ explained Lucie Slováčková.
Private expressions of love and conscious intimacy
Another trend from last year's Valentine's Day is the emphasis on privacy and intimacy. Public displays of love are passé. Especially the younger generation is moving away from public displays of love on social media. Ostentatious posts, perfect photos, and sentimental captions are increasingly perceived as a „digital performance“ rather than an authentic gesture. „On the contrary, there is a growing emphasis on private and intimate expressions of affection and building conscious intimacy, which focuses on deep connections and meaningful interactions between partners. Proximity, presence, and experiences that create a stronger emotional bond in relationships and intimate life are important,“ clarified Lucie Slováčková.
About Ruzovyslon.cz
RuzovySlon.cz has been navigating the world of sex for 24 years and changing the perspective of the Czech population on it. In both stores and the e-shop, experts select the most interesting erotic aids from around the world, which are ideal for experimenting with one's own sexuality, pushing boundaries, and revitalizing stereotypical sex. Part of the expert consulting also includes creating instructional videos and testing erotic toys. Růžový slon also focuses on educating the population in the field of sex, regularly participating in educational events for the public and organizing themed workshops and lectures in its stores.
Awards Received
- three-time winner in the competition Most Trusted Brand in the category of Erotic Goods Retailers (2025, 2024, 2023)
- four-time winner of the survey Shop of the Year 2021 in the category Popularity Award: Erotic Goods
- winner of the competition Mastercard Merchant of the Year 2021 in the category „Innovation of the Year – Humanity in Business“
- second place in the 21st edition of the WebTop100 competition in the category Ecommerce – large B2C project
- three-time placement in the prestigious ranking of TOP50 of the Deloitte Technology Fast 50 CE competition among the fastest-growing tech companies.
- placement in the prestigious ranking Financial Times 1000, which announces the thousand fastest-growing companies in Europe
- placement in the unique ranking TOP 100 e-shops in the Czech Republic, processed by CzechCrunch in collaboration with BizMachine
- final placement in the Awards of Czech Leaders – OCL competition
