As Valentine’s Day approaches, romance is in the air! So is the love of shopping. According to Provoke Insights’ Winter 2025 Trends Report, shopping isn’t just a solo activity. For many, it’s a social experience shaped by relationships, optimism, and lifestyle. Our survey of 1,500 Americans, reflecting the U.S. population, reveals that 23% frequently shop with friends and family—especially parents, city dwellers, and those with an optimistic outlook on life.
So, what does shopping look like in 2025 for singles versus those in relationships? And how do their lifestyles shape what (and how) they buy?
Singles: Shopping Trends as a Social and Active Experience
The average single American is 37 years old, and 75% are optimistic about the future. Shopping is often an extension of an active lifestyle—one that includes exercising outdoors (45%), going to bars (16%), hitting the gym (28%), dancing (23%), and attending concerts (16%).
Also, singles tend to shop with friends and family, using these moments to bond over shared interests. They lean on their personal networks for purchasing advice, valuing product experiences before making decisions. Singles are likely seeking products that fit their active and social routines—whether it’s the best workout gear, trendy night-out fashion, or the latest must-have for their next concert or dance class.
Married Consumers: Shopping Trends for Elevated Experiences and the Home
Married individuals in the study skew slightly older, with an average age of 46. Those in a relationship have an even higher level of optimism. 79% say they are optimistic about the future. Their shopping behaviors reflect a blend of indulgence and practicality. They still prioritize fitness (43% exercise outdoors). Also, they are more likely to invest in experiences that elevate their home and lifestyle.
Compared to singles, married consumers are more likely to dine at high-end restaurants (31%), bake (48%), craft (20%), and take on home improvement projects (26%).
For them, shopping isn’t just about personal indulgence. It’s also about enhancing their home life, hosting, and creating experiences for their families. They rely on recommendations from their networks to ensure they are purchasing high-quality products that last, from kitchen appliances to furniture.
The Role of Love, Connections and Shopping Habits
Whether single or coupled, today’s shoppers are not making decisions in isolation. Personal networks remain the most trusted source of product information, with shoppers turning to loved ones for insights on quality and experience. For brands, this means word-of-mouth marketing is more powerful than ever, and fostering trust through authentic customer reviews and testimonials is essential.
As Valentine’s Day reminds us of the importance of connection, Provoke Insights’ findings reinforce that shopping—like love—is a shared experience. Whether browsing for the perfect date night outfit, the best kitchen gadget for a new recipe, or the latest fitness gear, shoppers are relying on their relationships to guide their choices.
Key Takeaways for About Shopping Habits
• Lean into social shopping experiences. Whether through in-store events or online referral programs, brands that encourage shared shopping moments can boost engagement.
• Prioritize peer recommendations. Customers trust friends and family over ads—make sure your brand encourages reviews, testimonials, and social sharing.
• Tailor marketing to lifestyle differences. Singles are more likely to seek out active and social experiences, while married consumers prioritize home and dining-related purchases.
This Valentine’s season, let’s celebrate not just romantic relationships but the friendships, family bonds, and social experiences that shape the way we shop. So invite a friend or love one over, pour a glass of wine, and hop on Amazon together.
Interested in reading more on market research and shopping habits? Check out our other blogs here.
Are you interested in our market research capabilities?
