Why this coming Sunday will be the biggest day of the year for dating apps

The dating world’s biggest day of the year is imminent.

Dating Sunday, which is named for the first Sunday of the new year, is traditionally the busiest day of the year for dating apps. Singles, past the holiday slump and with fresh eyes for relationships, turn to the apps in hopes of finding romance.

A large part of this is marketing (hello, “Super Bowl of dating apps”), but there’s also some data to back up the power behind the day. The number of messages sent on Dating Sunday is 22% higher than the rest of the year, while the number of likes are up 18.2%, according to data from Tinder. Users are also quick to reply—Tinder said that people respond on average 19.4 minutes faster than on any other Sunday of the year. Why Sunday? Traditionally it’s one of busier days for dating apps, compared to a Friday or Saturday, when users are more likely to be, um, preoccupied.

The rise in usage will be relatively consistent until February, since from January 1 to Valentine’s Day are what the company calls its peak season. Tinder said that during this roughly six-week period, there are 11.4 million more messages and 58.7 million more likes sent compared to the rest of the whole year. Also, more than 500-bios-a-minute will be edited in that time period, according to the data.

The holiday season is stereotypically a time when people are bombarded with questions (especially from family members) about their relationships and when many turn to post on social media about their engagements or weddings. The hope is that the new year can bring a fresh start for singles who are burned out from the seemingly endless swipes and uninspiring first dates.

It’s also been a rough year for the companies behind dating apps, following a strong boost from the COVID-19 pandemic that kept singles indoors and online. Shares of Bumble were down more than 30% in the past year as of Wednesday afternoon. Shares of Match Group, which operates Tinder, Hinge, and other popular dating apps, dipped more than 13% from the same time a year ago.

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