#Valentine's Day #Hitogura #Singles

The Changing Face of Valentine's Day for Singles in 2026

In a recent survey conducted by Hitogura, a support brand for single-living individuals under Able Holdings, insights into the Valentine's Day sentiments of singles in Japan were unveiled. This enlightening research, carried out from January 16 to January 19, 2026, focused on women aged 15 to 49 living independently and revealed some intriguing trends in how Valentine's Day is perceived and celebrated.

Key Findings from the Survey

The survey collected 1,218 valid responses and highlighted a significant trend: more than 50% of all households are purchasing treats for themselves. Notably, for singles, this number soars to 60.5%, indicating a shift towards personal enjoyment rather than traditional gift-giving. The data also shows that as the size of the household increases, the inclination to refrain from purchasing gifts grows—39.2% of singles opted out, compared to 42.2% of families. This suggests that singles are more enthusiastic about enjoying Valentine's Day.

When distinguishing between the types of chocolates purchased, over 30% of singles reported buying “honmei-choco” (chocolate for loved ones), while families showed a marked preference for “giri-choco” (obligation chocolates), with a significant 38.7%, exceeding the 17.9% who purchased for significant others. This discrepancy might stem from the fact that 34.1% of singles reported having a partner, as opposed to only 10.5% of unmarried individuals living at home.

Overall, investment in self-treats ranked highest among singles, followed by “honmei” chocolates, with “giri” chocolates trailing behind. This emphasizes a cultural shift where Valentine's Day is increasingly viewed as a personal reward rather than merely an opportunity to express romantic feelings. Interestingly, as household size increases, the average budget per person tends to decrease, likely due to the need to distribute limited funds among multiple recipients.

Valentine's Day Plans

The survey delved further into how individuals plan to spend Valentine's Day. Among those currently in relationships, a notable 57.1% of individuals living at home expressed a desire to spend the day alone, while 46.3% of singles preferred to be with their partners. When asked about their preferences on sharing the day with a partner, there was a strong inclination toward dining out rather than staying in, signaling a desire for a special and memorable experience.

Conversely, while 42.4% of singles indicated a preference for solitude, it reflects a waning notion that Valentine's Day is solely a couple's occasion. The data suggests that the perception of Valentine's Day is evolving, moving away from a formal celebration of love to a more individualized