Online dating during the holidays

18 Dec

Grindr, an app for gay men, usually experiences a 30% to 50% increase in users over the holiday season.

expects a 60% surge in new members between Christmas Day and Valentine’s Day.

This is referred to as , and it serves to protect our self-esteem in the event of failure, because we can always attribute it to lack of effort or to task difficulty (Jones & Berglas, 1978).

But during the holiday season it gets especially tough, thanks to all the memories, oxytocin, and emotional gift-giving that takes place.

But the holiday season—from the beginning of November through New Year’s—is actually a great time to be single, according dating expert Sameera Sullivan, founder of matchmaking service Lasting Connections.

“The holidays are a very busy season for the matchmaking business,” Sullivan explains.

Sign-ups on OKCupid, part of IAC Corp., were up 30% this past Sunday, a spokeswoman for the parent company said. Many singles sit around the family dinner table during the holidays and think, ‘Maybe it would be better to have a partner,’” says Mark Brooks, a dating-industry analyst and the editor of Online Personals Watch.

“That’s when they start hitting dating sites in droves and go on dates before the indigestion sets in.” It may also be more polite to arrange dates in the New Year rather than during the holidays, especially with family around.