With the New Year fast-approaching, love is in the air for thousands of Brits, data from Worldpay has revealed. The leading payments provider has recorded a 25% increase in the volume of spending with online dating agencies*, as lonely hearts make it their new year’s resolution to find the perfect partner.
With the pressure of the festive season prompting many to search for love online, the post-Christmas period is the busiest time of year for internet dating sites.
Worldpay’s analysis of 2015 data found that spending surges the day after Boxing Day, with many turning to the web in a last-minute bid to find a date to kiss at midnight on New Year’s Eve. The number of online dating sign-ups peaked on the 3rd January, when the volume of payments more than doubled compared to the weeks running up to Christmas.
Interestingly, the average spend per person also increased by up to £5 compared to earlier in the month, as many more optimistic first-time customers signed up for a one-off bundle rather than committing to an ongoing subscription plan.
Commenting on the findings, James McGurn, VP digital content and gambling, global e-com at Worldpay, said: “The New Year serves as the perfect time to find a date, with online dating agencies experiencing a significant spike in the post-Christmas period. Whether they’ve been bombarded with awkward questions by families, or don’t want to be left standing alone when midnight strikeson Saturday, UK singles will want their shot at romance in 2017, and dating websites will certainly feel the love over the coming weeks.”
*Compared to average day over the period.