In a world geared towards couples, singles are carving out their own space and reshaping societal norms. Each February, Valentine’s Day underscores the focus on twosomes, with restaurants and hotels offering exclusive packages for couples, leaving singles often questioning their place in this duet-centric world.
Yet, there’s a notable irony: as Valentine’s Day emphasizes togetherness, an increasing number of adults are embracing solo living and activities.
As a behavioral economist, I delve into the “solo economy,” a growing economic sphere centered around individuals who live, spend, and make decisions independently.
1-person households aren’t outliers
Half of U.S. adults are unmarried, making one-person households the most prevalent living arrangement nationwide. This trend spans beyond young adults in transition; it includes never-married individuals, divorced persons, widows, and those who prefer independent living.
The trend of lifelong singlehood is on the rise, with 25% of millennials and 33% of Gen Z likely to remain unmarried.
This demographic shift is gradually moving away from long-term partnerships as the primary adult lifestyle, impacting housing, travel, social policies, and commerce. A significant aspect of this shift is the increasing number of individuals engaging in activities alone in public.
The rise of public solo life
Despite an economy tailored for couples, singles are actively participating in public activities such as visiting museums, traveling, and dining alone. A survey of single and married Americans revealed that singles are more inclined to engage in public activities alone—56% compared to 39% of their married counterparts.
The most significant differences were in leisure activities, such as watching movies, dining out, and attending concerts, highlighting a market traditionally targeted towards couples.
Bias that keeps people from having fun alone
Why has the business sector been slow to recognize the singles market? Psychological factors play a role. There is a belief that solo individuals are perceived as lonely, exacerbated by the spotlight effect, where individuals overestimate how much others notice them.
Research by Rebecca Hamilton and Rebecca Ratner suggests this bias persists because people anticipate enjoying activities less when alone. However, when they do try these experiences solo, they enjoy them as much as those who are accompanied.
Moreover, businesses often do not accommodate solo consumers, as seen in restaurants that seat them in less desirable locations or ticketing systems that favor pairs. This oversight can be particularly visible in Valentine’s Day promotions.
For example, IKEA Canada initially offered a Valentine’s Day dining experience exclusively for two people. Following criticism, they revised it to be more inclusive, demonstrating a small but meaningful shift.
Why solo shoppers have outsized influence
Solo consumers represent a significant and profitable market, yet they navigate a marketplace still oriented towards couples.
A study by Yuechen Wu and Rebecca Ratner revealed that solo reviewers on platforms like Tripadvisor are more influential, receiving higher ratings and more positive feedback than group reviewers. Solo reviewers are perceived as having a genuine interest in the experience, which enhances their credibility.
Designing for 1 in Asia
Asian markets are leading in catering to solo consumers. South Korea’s “honjok” culture has inspired products for solo living, such as single-serve meals and one-person karaoke booths. Japan’s Ichiran ramen chain promotes solo dining by offering private booths to enhance the dining experience.
Progress in the US
In the U.S., some companies like Disney have embraced single-rider lines, offering shorter waits for solo visitors. Solo travel has also become a prominent trend, with tour operators adapting to this demand by offering specialized tours and eliminating single supplements.
Industry analyses indicate a rapidly expanding global solo travel market, with companies offering tailored products for independent travelers.
Doing things alone is an opportunity
Valentine’s Day highlights how outdated societal assumptions about solitude are, despite increasing solo activities. While businesses and policymakers have yet to fully embrace this demographic shift, singles are actively participating in public life on their own terms.
Though Valentine’s Day may continue to celebrate couples, the economic landscape is gradually shifting to accommodate and celebrate solo living.
