Occasionally, life imitates art. Galentine’s Day, a relatively new holiday observed annually on February 13, is one example of this phenomenon – and its origin might surprise you.
Leslie Knope, the main character of the cult-classic TV sitcom “Parks and Recreation,” started the tradition in 2010 to honor her female friends with gifts and waffles on the day before Valentine’s Day – but today, the holiday is no longer the stuff of fiction.
In fact, Galentine’s Day poses a highly lucrative opportunity for bars and restaurants.
Last year, reservations for parties of six or more on February 13 saw a 34% increase from the same date in 2023, according to OpenTable.
Its findings highlight a growing consumer trend that’s likely to continue this year, as 25% of the survey’s respondents said they plan to celebrate Galentine’s Day in 2025.
The More, the Merrier
The survey revealed that double dates are also on the rise this year, with 51% of respondents considering planning a double date on Valentine’s Day.
Gen Z is largely fueling this particular trend, as 62% of those surveyed from the young demographic said they’re open to celebrating the 2025 holiday with another couple.
“Valentine’s Day dining has gone through a major vibe shift over the years, and this year sees a continuation of that, with couples, double dates and groups of friends planning to dine out for the occasion,” said Robin Chiang, chief growth officer of OpenTable.
“Between OpenTable’s breadth of restaurants and resources, there’s something for everyone – from fine dining to the cozy neighborhood Italian spot – and our annual Top 100 Romantic Restaurants list and curated guides are great places to start.”
An Appetite for Adventure
This year, many diners are setting their sights on new experiences for their Valentine’s Day celebrations, with 81% of the survey participants planning to diverge from their familiar favorites.
In addition, more than a third of the cohort is on the hunt for establishments that have a “special occasion” vibe for their Valentine’s Day outings, reflecting a growing desire among American consumers to make this year’s festivities more memorable than ever.
And the impulse appears to extend beyond the foodservice sector.
Retail Gets Romantic
According to a separate report released by the National Retail Federation and Prosper Insights & Analytics, U.S. consumers are projected to spend $27.5 billion on Valentine’s Day refreshments in 2025 – including $5.4 billion on an evening out for 35% of respondents.
Roughly 56% of those surveyed said they plan to celebrate the Valentine’s Day this year, rising from 53% in 2024.
The most popular categories of gifts in 2025 include:
- Candy: 56 percent ($2.5 billion)
- Flowers: 40 percent ($2.9 billion)
- Greeting cards: 40 percent ($1.4 billion)
- Jewelry: 22 percent ($6.5 billion)
However, chocolate lovers may be in for a not-so-sweet surprise this year, as global cocoa prices have doubled since late 2024 due to supply chain disruptions in West Africa stemming from extreme weather and labor issues.
The Food Institute Podcast
Amid inflation, restaurants need to get more creative to help bring customers through the door. What exactly can they do to improve traffic? André Moraes of PepsiCo Digital Lab shares how experiences, microinfluencers, and the Local Eats program can help propel restaurants in 2025.
