Rabat – According to a survey commissioned by OpenTable, the holiday is undergoing a clear shift, as singles, friend groups and double dates reshape what was once a couple-centric occasion.

The data points to a broader transformation in how Americans approach February 14, one that prioritizes experience, flexibility and social connection over tradition.

For decades, Valentine’s Day has carried an implicit expectation: come paired or don’t come at all. That narrative is changing.

The survey shows that 61% of singles in the US are willing to go on a first date at a restaurant on Valentine’s Day, reframing the holiday as an opportunity rather than a pressure point. 

Men are slightly more open to the idea, at 65%, compared to 57% of women.

Generationally, the shift is even more pronounced. Gen Z leads the trend, with 70% willing to go on a first date on February 14, signaling a more spontaneous and less conventional approach to romance.

For restaurants, this expands the Valentine’s audience. No longer limited to established couples, the night now includes first impressions, new connections and a wider range of dining dynamics.

At the same time, couples themselves are redefining how they celebrate. The survey finds that 51% of diners are considering double dates, introducing a more social dimension to Valentine’s Day.

Among Gen Z, that number climbs to 62%, reinforcing the idea that younger diners are less interested in exclusivity and more drawn to shared experiences.

This evolution shifts the role of restaurants. Instead of catering solely to intimate tables for two, venues must now accommodate groups while maintaining a sense of occasion. The balance between energy and intimacy becomes key.

The rise of group dining extends beyond couples. OpenTable data shows that parties of more than six increased by 34% on Galentine’s Day (February 13) in 2024 compared to the previous year.

That momentum is expected to continue, with 25% of respondents planning to celebrate Galentine’s Day this year.

The trend reflects a broader cultural shift: Valentine’s Day is no longer limited to romantic love. 

Friendship and community are becoming central to how the holiday is experienced, and restaurants are increasingly serving as the setting for those celebrations.

Who people dine with is changing, but so is how they choose where to go.

According to the survey, 81% of Americans plan to try a new restaurant this Valentine’s Day, while 36% are specifically seeking “special occasion” venues. 

The focus is no longer just on dining out, but on making the experience feel distinct and memorable.

This signals a strategic opportunity for restaurants. Diners are actively looking beyond familiar spots, creating demand for unique concepts, curated menus and environments that stand out. 

Valentine’s Day is increasingly treated as an experiential moment, not just a reservation.

Despite the emphasis on special experiences, planning habits remain flexible. OpenTable data shows that 28% of Valentine’s Day reservations last year were made within 48 hours of dining.

For both diners and restaurants, this highlights a critical window. Even as demand grows, spontaneity remains part of the equation, and platforms like OpenTable continue to play a role in bridging that gap.

“Valentine’s Day dining has gone through a major vibe shift over the years,” said Robin Chiang, Chief Growth Officer of OpenTable, pointing to the mix of couples, singles, groups and double dates now shaping the occasion.

That “vibe shift” is more than a passing trend. It reflects a redefinition of the holiday itself. 

Valentine’s Day in the US is becoming more inclusive, more flexible and more reflective of how people actually socialize today.

For restaurants, the message is clear: Valentine’s Day is no longer a fixed format.

Success now depends on catering to a wider spectrum of diners, first dates, group celebrations, double dates and those seeking something new. 

Flexibility in seating, diverse menu offerings and differentiated experiences are no longer optional; they are essential.

For diners, the shift offers freedom. Valentine’s Day no longer comes with a single script. 

Whether it’s a first date, a night out with friends or a shared table with other couples, the holiday has expanded to accommodate multiple ways of connecting.

In that sense, the biggest change is also the simplest: Valentine’s Day dining in the US is no longer just about romance. It’s about choice.