Regardless of age, Americans are falling out of love with Valentine's Day with 79% saying they enjoy both Thanksgiving and Christmas more, and 65% even preferring Mother’s Day. The holiday that comes closest in to Valentine’s in Americans’ holiday rankings is Labor Day – but 43% still like it more than Valentines Day. For Americans who have celebrated Valentine’s Day with a romantic partner in the past, 46% of women say they have been let down by their partner's efforts, with this figure falling to 21% for men. With big expectations of love declarations, Valentine’s Day is ripe for disappointment and heartache so Americans are looking to protect their feelings and avoid getting too excited about the holiday.

Despite predictions that Valentines’ Day 2022 spending could hit $23.9 billion, it’s clear that Valentines’ Day isn’t the most emotionally significant holiday to Americans, with many pointing to negative experiences in the past as a reason for being turned off by the day's celebrations. For others, they don’t like how commercialized the holiday is and feel it’s lacking in emotional substance – indeed, 57% say the day is celebrated because of pressure from big businesses. As people look for agency in how to celebrate Valentines’ Day and want to avoid feeling manipulated by corporations, Twitter’s irreverent 2020 Valentine’s campaign that focused on making fun of the more awkward elements of dating appeals to those looking for authentic and relatable Valentine’s Day messaging.