Lifestyle
Doing things alone is on the rise, and businesses should pay more attention to that – even on Valentine’s Day
Peter McGraw discusses the increasing prevalence of solo living and its implications for businesses, particularly during Valentine’s Day, which typically emphasizes couples. Despite many individuals enjoying activities alone, the marketplace often neglects this growing demographic. Recognizing and catering to solo consumers can yield significant opportunities for businesses.
Peter McGraw, University of Colorado Boulder
Doing things alone is on the rise, and businesses should pay more attention to that – even on Valentine’s Day
Every February, Valentine’s Day amplifies what single people already know – that public life is built for two. Restaurants roll out prix fixe menus for couples. Hotels promote “romantic getaway” packages designed for double occupancy. A table for one still invites the question, “Just you?”
Yet there’s irony that’s hard to miss. While Valentine’s Day doubles down on togetherness, more adults are living – and moving through the world – alone.
As a behavioral economist, I study what I call the “solo economy.” A growing share of economic life today is organized around people who live, spend and make decisions on their own.
1-person households aren’t outliers
Half of U.S. adults are unmarried, and one-person households are now the nation’s most common living arrangement. This isn’t a temporary phase confined to young adults waiting to settle down. It includes never-married professionals, divorced empty nesters, widows and widowers, and people who simply prefer to live independently.
Lifelong singlehood is also rising: 25% of millennials and 33% of Gen Z are projected to never marry.
It’s a slow-moving demographic shift away from long-term partnership as the dominant adult life path, but a consequential one – reshaping everything from housing and travel to social policy and commerce. One of its clearest expressions is the number of people doing things alone in public.
The rise of public solo life
It would be one thing if the economy were built for two and solos stayed home. But they are going to museums, traveling and, of course, dining alone in restaurants. To assess this behavior, I surveyed single and married Americans about their participation in 25 activities that occur in public – from shopping and dining to attending movies and concerts.
The pattern was striking. Overall, singles were much more likely to do things alone in public than their married counterparts – 56% versus 39%. The difference held across every activity I measured.
The biggest gaps weren’t for practical tasks like grocery shopping. They were for leisure experiences like going to the movies, dining out and attending concerts. In fact, seven of the 10 largest differences involved retail or entertainment settings – the very places most designed and marketed with couples in mind.
https://datawrapper.dwcdn.net/4DWEE/2
Bias that keeps people from having fun alone
Why hasn’t the business world paid more attention to the singles market?
The answer lies in psychology. Some reluctance stems from the belief that other customers will perceive solo diners or moviegoers as sad or lonely. These fears are amplified by what psychologists call the spotlight effect – our tendency to overestimate how much other people notice and judge us.
Findings by consumer researchers Rebecca Hamilton and Rebecca Ratner can help explain why this bias is so persistent. Across studies conducted in the U.S., China and India, people consistently predicted they would enjoy activities less if they did them alone – even though they’d be seeing the same movie or visiting the same museum.
But when people actually went alone, they enjoyed the experience just as much as those who went with others. The fear, it turns out, is largely imagined.
Another problem is that solo consumers don’t always feel welcome.
While behavior is changing, markets have been slower to adapt. Most businesses still design experiences around pairs, families or groups. Consider restaurants that seat solo diners at the bar or near the kitchen or bathrooms, or ticketing systems that require purchasing in pairs. The result is friction for solo consumers – and missed opportunities for companies.
Valentine’s Day promotions make that mismatch especially visible. In 2024, IKEA Canada offered a Valentine’s Day dining experience in its showroom priced and designed for two – and only two – people.
After backlash, the company revised the promotion the following year to be more inclusive: “Bring a loved one, a good friend, or the whole family.” It was a small change, but a revealing one.
Why solo shoppers have outsized influence
Solo consumers represent a large, growing and profitable market segment, yet they’re navigating a marketplace that still treats them as edge cases.
Another study that Ratner conducted with business school professor Yuechen Wu adds an important twist.
Analyses of more than 14,000 Tripadvisor reviews of restaurants and museums show that reviews written by solo diners and solo museumgoers are rated as more helpful – and receive more positive feedback – than reviews written by people who went with others.
Follow-up experiments showed that when otherwise identical recommendations differed only in whether the reviewer experienced the activity alone or with others, respondents were more likely to rely on the solo reviewer when deciding what to do.
Why? Observers infer that people who go alone are more genuinely interested in the experience and more focused on its quality, rather than simply going along with someone else’s preferences.
Being alone, it turns out, functions as a credibility cue. For businesses, that means solo customers aren’t just customers − they can be very influential customers.
Designing for 1 in Asia
Asian businesses are far ahead of the West in recognizing the buying power of people doing things alone.
In South Korea, for example, “honjok,” which translates as “alone tribe,” culture has fueled products and services designed explicitly for solo living. Think single-serve meals at convenience stores, one-person karaoke booths, and restaurants that promise judgment-free service.
Similarly, in Japan, the ramen chain Ichiran built its brand around the idea of “flavor concentration,” which encourages diners to eat alone in private booths.
Officially, the design is meant to eliminate distractions and heighten the dining experience. In practice, it does something more important: It legitimizes solo dining.
Progress in the US
In the U.S., Disney theme parks and some of the company’s competitors have long used single-rider lines that reward solo visitors with shorter waits, turning independence into operational efficiency – a logic ski resorts adopted decades ago to fill empty seats on chairlifts.
And solo tourism has become a major trend. Demand is growing, and tour operators are adapting offerings to meet it, including specialized tours for singles and adjustments to historically prohibitive pricing practices.
Industry analysis also shows the global solo travel market expanding rapidly, with tailored products and experiences emerging worldwide. Some companies now offer dedicated solo travel collections with no single supplement − the extra fee traditionally charged to travelers who occupy a room alone − and tours designed specifically for independent travelers.
Doing things alone is an opportunity
Valentine’s Day offers a chance to see how outdated many widespread assumptions still are.
It treats solitude as a problem to be solved, even as people’s behavior tells a different story. Yet businesses, policymakers and U.S. culture more broadly have not designed a world that fully acknowledges that about 42% of American adults are single.
In the meantime, singles aren’t waiting at home. They’re out there – at the movies, on planes, in museums and restaurants – moving through public life on their own terms.
Valentine’s Day may always be built for two. But the economy won’t be.
Peter McGraw, Professor of Marketing and Psychology, University of Colorado Boulder
This article is republished from The Conversation under a Creative Commons license. Read the original article.
Discover more from Daily News
Subscribe to get the latest posts sent to your email.
love and romance
Skip the Reservation: Kroger’s Surf-and-Turf Deals Make Valentine’s Day Easy (and Affordable)
Valentine’s Day doesn’t have to mean fighting for a last-minute reservation, overpaying for a fixed menu, or rushing through dinner because your table is booked for the next couple. Kroger is leaning into a simpler (and honestly more romantic) idea for 2026: bring date night home with a restaurant-style surf and turf dinner—plus flowers, dessert, and weekly deals that keep the whole plan budget-friendly.
Kroger shares expert meat and seafood tips, special offers for date night at home
In a new announcement released Feb. 10, The Kroger Co. says it’s making it easy for couples to pull off an impressive meal at home with premium meat and seafood options, expert counter tips, and limited-time savings starting Feb. 11.
A steakhouse-style dinner—without the steakhouse price tag
Kroger’s pitch is straightforward: quality ingredients are the foundation of a great meal, and shoppers can get “night out” vibes from the meat and seafood counter without the hassle.
“Quality ingredients are the foundation of any romantic dinner and Kroger consistently delivers on quality and affordability,” said Carlo Baldan, Group Vice President of Fresh Merchandising at Kroger.
To help home chefs level up, Kroger’s culinary experts shared practical tips for building a surf-and-turf plate that looks (and tastes) like it came from a restaurant.
Kroger’s surf-and-turf tips: what to buy and how to nail it
1) Choosing the right steak
If you’re shopping the meat case and want a tender, flavorful steak, Kroger recommends looking for marbling—those thin white flecks throughout the cut. More marbling typically means more flavor and tenderness.
For surf and turf, Kroger points to classic picks:
- Ribeye
- New York strip
- Filet mignon
- Sirloin
For seasoning, Kroger suggests Private Selection® Cracked Peppercorn seasoning (a blend designed to hit that steakhouse-style balance of salt, garlic, and pepper). One pro move: salt your steak 30–60 minutes before cooking to help deepen the seasoning and improve the crust.
2) Lobster tails and crab legs: what to look for
Seafood can feel intimidating, but Kroger’s guidance keeps it simple:
- For lobster tails, look for solidly frozen tails with no heavy ice crystals.
- Aim for a 4–6 oz. tail, which tends to cook more evenly and stay tender.
- For crab legs, look for intact shells and minimal ice buildup.
3) Sides and finishing touches that make it feel “special”
Surf and turf doesn’t need complicated sides—just the right supporting cast:
- Roasted asparagus or broccolini
- Garlic mashed potatoes
- A salad with citrus vinaigrette
To finish like a steakhouse, Kroger recommends a quick garlic-herb butter baste after cooking your steak. For seafood, keep it clean and classic: melted butter, fresh lemon, and a light sprinkle of salt and parsley.
Don’t sleep on the in-store experts
If you’re not sure what to buy (or how much), Kroger is also encouraging customers to use the best resource in the building: the butchers behind the meat and seafood counters. They can help with portion sizes, selecting cuts, and picking the right seafood for a special occasion.
For more ideas, Kroger says shoppers can visit its blog for surf-and-turf recipes and inspiration.
Flowers delivered on-demand (and a deal to go with it)
Dinner is only part of the Valentine’s Day equation. Kroger—America’s largest florist—also highlights on-demand floral delivery from more than 1,700 locations nationwide through DoorDash and Uber Eats.
Orders are prepared and packed by in-store floral associates, then delivered by couriers straight to the recipient’s door. Kroger is also promoting a limited-time offer: $25 off $75 on the Bloom Haus storefront on DoorDash and Uber Eats through Feb. 14.
Dessert is handled, too
To round out the night, Kroger is pointing shoppers to its bakery for Valentine’s-ready sweets, including:
- Chocolate dipped strawberries
- Cakes
- New cupcake bouquets
Valentine’s week deals to watch (starting Feb. 11)
Kroger’s announcement includes a lineup of weekly promotions and digital deals designed to make the surf-and-turf plan (and the rest of the week’s grocery run) more affordable. Highlights include:
- Boneless strip steak: $9.99 per pound
- Wild caught lobster tails: 2 for $10
- Wild caught snow crab clusters: as low as $9.99 per pound with a digital or in-store accessible coupon
- Kroger Russet Potatoes: $1.99 for five pounds
- 20% off any six bottles of wine
Plus, additional weekly staples and BOGOs, including blueberries, apples, cereals, cheese, yogurt, cage-free eggs, and ground chuck.
Prices are valid beginning Feb. 11, and prices/products may vary by geography.
The takeaway
Kroger’s Valentine’s Day message is clear: skip the reservation, keep the romance, and build a date-night meal around premium meat and seafood—without turning it into an all-day project. Add flowers delivered on-demand, a bakery dessert, and a few well-timed weekly deals, and you’ve got a full Valentine’s plan that feels elevated but still practical.
At our core, we at STM Daily News, strive to keep you informed and inspired with the freshest content on all things food and beverage. From mouthwatering recipes to intriguing articles, we’re here to satisfy your appetite for culinary knowledge.
Visit our Food & Drink section to get the latest on Foodie News and recipes, offering a delightful blend of culinary inspiration and gastronomic trends to elevate your dining experience. https://stmdailynews.com/food-and-drink/
Authors
Discover more from Daily News
Subscribe to get the latest posts sent to your email.
Travel
Curating a Memorable Vacation: Ways to Invest in the Experience of Family Travel
For many Americans, their most treasured family memories took place on a vacation or trip rather than at home. With Alaska on the travel bucket list of more than two-thirds of Americans, it’s a destination that is influencing experience-focused family adventures.
(Family Features) Travel has a way of slowing time down, creating memories for loved ones that last long after suitcases are unpacked and regular routines return. For many Americans, their most treasured family memories took place on a vacation or trip rather than at home.
In fact, nearly 67% said they value a core memory more than a physical souvenir after a vacation, according to a survey commissioned by Holland America Line, a cruise line that has been exploring Alaska for nearly 80 years. What’s more, almost 86% of survey respondents said they have looked at photos or videos from a past trip to lift their mood, and more than 90% said positive travel memories can improve their mood during difficult times.
With Alaska on the travel bucket list of more than two-thirds of Americans, it’s a destination that is influencing experience-focused family adventures.
Explore Curiosities
Travel is about more than seeing new places. For many Americans, it’s also a time to learn, explore new interests and slow down. Booking a cruise can encourage those behaviors.
According to the survey, 61% of Americans are more likely to try new foods while traveling on a cruise, and nearly half (48%) said they’ve discovered a new interest or hobby during their cruise, including wildlife, food, history or culture. For example, cruise guests may be able to try local specialties, like fresh Alaskan seafood, reindeer sausage, birch syrup and Alaskan berries, while on board.
Unstructured time is part of the appeal of cruises, with 28% of respondents sharing they read more during their trips.
Focus on Nature
Nature-focused destinations stand out because they offer experiences that feel rare and immersive, especially in places where wildlife and landscapes are central to the journey. More than 4 in 10 survey respondents said seeing wildlife in nature would be the most memorable family vacation experience, compared with about 12% who said meeting a character at a theme park would stand out most.
Whether spotting whales, watching glaciers calve or seeing the Northern Lights stretch across the Alaskan sky, the landscape being part of the experience helps define the journey. To help guests witness the majestic animals found in Alaska, including whales, eagles, bears, moose, otters, seals, sea lions and more, Holland America Line carries a wildlife expert on board. Plus, a wildlife spotting guide points out native animals found along the cruise route and a map with the best places to see each species is included.
“Guests tell us time and again how profoundly nature shapes the memories they carry home,” said Robert Morgenstern, senior vice president of Alaska Operations at Holland America Line. “Wildlife sightings, time outdoors and shared moments linger long after the cruise ends, especially for families exploring Alaska together.”
Reimagine Family Time
For families, travel often creates time for bonding that daily routines simply don’t allow. More than half of the survey respondents said their best family memories occurred while traveling together, and more than 4 out of 5 (82%) said some of their strongest family bonding moments happened during a vacation or family trip.
In addition to shared memories, more than 91% said travel had a positive impact on their mental and emotional well-being.
As travelers look for relief from routine and overstimulation, finding experiences rooted in nature, exploration and shared moments can help create lasting memories and emotional connection.
To learn more about Alaska travel and book your next family adventure, visit hollandamerica.com.
SOURCE:
Discover more from Daily News
Subscribe to get the latest posts sent to your email.
Julian Givi, West Virginia University; Colleen P. Kirk, New York Institute of Technology, and Danielle Hass, West Virginia University
Whether it’s Valentine’s Day notes or emails to loved ones, using AI to write leaves people feeling crummy about themselves
As Valentine’s Day approaches, finding the perfect words to express your feelings for that special someone can seem like a daunting task – so much so that you may feel tempted to ask ChatGPT for an assist.
After all, within seconds it can dash off a well-written, romantic message. Even a short, personalized limerick or poem is no sweat.
But before you copy and paste that AI-generated love note, you might want to consider how it could make you feel about yourself.
We research the intersection of consumer behavior and technology, and we’ve been studying how people feel after using generative AI to write heartfelt messages. It turns out that there’s a psychological cost to using the technology as your personal ghostwriter.
The rise of the AI ghostwriter
Generative AI has transformed how many people communicate. From drafting work emails to composing social media posts, these tools have become everyday writing assistants. So it’s no wonder some people are turning to them for more personal matters, too.
Wedding vows, birthday wishes, thank you notes and even Valentine’s Day messages are increasingly being outsourced to algorithms.
The technology is certainly capable. Chatbots can craft emotionally resonant responses that sound genuinely heartfelt.
But there’s a catch: When you present these words as your own, something doesn’t sit right.
When convenience breeds guilt
We conducted five experiments with hundreds of participants, asking them to imagine using generative AI to write various emotional messages to loved ones. Across every scenario we tested – from appreciation emails to birthday cards to love letters – we found the same pattern: People felt guilty when they used generative AI to write these messages compared to when they wrote the messages themselves.
When you copy an AI-generated message and sign your name to it, you’re essentially taking credit for words you didn’t write.
This creates what we call a “source-credit discrepancy,” which is a gap between who actually created the message and who appears to have created it. You can see these discrepancies in other contexts, whether it’s celebrity social media posts written by public relations teams or political speeches composed by professional speechwriters.
When you use AI, even though you might tell yourself you’re just being efficient, you can probably recognize, deep down, that you’re misleading the recipient about the personal effort and thought that went into the message.
The transparency test
To better understand this guilt, we compared AI-generated messages to other scenarios. When people bought greeting cards with preprinted messages, they felt no guilt at all. This is because greeting cards are transparently not written by you. Greeting cards carry no deception: Everyone understands you selected the card and that you didn’t write it yourself.
We also tested another scenario: having a friend secretly write the message for you. This produced just as much guilt as using generative AI. Whether the ghostwriter is human or an artificial intelligence tool doesn’t matter. What matters most is the dishonesty.
There were some boundaries, however. We found that guilt decreased when messages were never delivered and when recipients were mere acquaintances rather than close friends.
These findings confirm that the guilt stems from violating expectations of honesty in relationships where emotional authenticity matters most.
Somewhat relatedly, research has found that people react more negatively when they learn a company used AI instead of a human to write a message to them.
But the backlash was strongest when audiences expected personal effort – a boss expressing sympathy after a tragedy, or a note sent to all staff members celebrating a colleague’s recovery from a health scare. It was far weaker for purely factual or instructional notes, such as announcing routine personnel changes or providing basic business updates.
What this means for your Valentine’s Day
So, what should you do about that looming Valentine’s Day message? Our research suggests that the human hand behind a meaningful message can help both the writer and the recipient feel better.
This doesn’t mean you can’t use generative AI as a brainstorming partner rather than a ghostwriter. Let it help you overcome writer’s block or suggest ideas, but make the final message truly yours. Edit, personalize and add details that only you would know. The key is co-creation, not complete delegation.
Generative AI is a powerful tool, but it’s also created a raft of ethical dilemmas, whether it’s in the classroom or in romantic relationships. As these technologies become more integrated into everyday life, people will need to decide where to draw the line between helpful assistance and emotional outsourcing.
This Valentine’s Day, your heart and your conscience might thank you for keeping your message genuinely your own.
Julian Givi, Assistant Professor of Marketing, West Virginia University; Colleen P. Kirk, Assistant Professor of Marketing, New York Institute of Technology, and Danielle Hass, Ph.D. Candidate in Marketing, West Virginia University
This article is republished from The Conversation under a Creative Commons license. Read the original article.
Our Lifestyle section on STM Daily News is a hub of inspiration and practical information, offering a range of articles that touch on various aspects of daily life. From tips on family finances to guides for maintaining health and wellness, we strive to empower our readers with knowledge and resources to enhance their lifestyles. Whether you’re seeking outdoor activity ideas, fashion trends, or travel recommendations, our lifestyle section has got you covered. Visit us today at https://stmdailynews.com/category/lifestyle/ and embark on a journey of discovery and self-improvement.
Discover more from Daily News
Subscribe to get the latest posts sent to your email.
