Arts,  Lifestyle


‘Tis the season to be merry, but single Brits are looking to spruce up their love lives as new research reveals almost three-quarters (71%) purposely increase their online dating activity ahead of key milestones – including Christmas, weddings or birthdays.

‘Milestoning’, a term coined by dating app Plenty of Fish within its annual list of Dating Trends, refers to ‘Ramping up online dating activity at certain periods to secure a date for a milestone life event.’  

Millennials are the most likely to partake in the trend, as 86% of those aged between 31-40 admitting to ‘Milestoning’. And when it comes to gender, almost half of females (47%) admit to wanting to find a partner in the run up to large-scale events, compared to 39% of single men.

But the lead up to Christmas also brings about a renewed need for singles to find a Yuletide Bae. Brand new research of Plenty of Fish members in the UK reveals that the main motivations for increasing dating activity during the festive season to secure someone special are going on festive dates (51%), avoid being quizzed by family (20%) and gift giving and receiving (14%).

However, ‘Milestoning’ does bring up potential dating dilemmas, especially as the rising cost of living takes its toll, with a fifth (21%) of daters uncomfortable giving gifts to people they’ve just started dating. Those who do give gifts are most likely to lean on presents that don’t break the bank like an inexpensive store bought gift (36%), or presents that come from the heart, including an experience to spend time together (34%) or a thoughtful gift that links back to an inside joke (29%). 

Though all hope is not lost if dating someone ‘Milestoning’ – 86% of those hoping to secure a date in the lead up to Christmas revealed that they would continue dating them in the New Year if they are s-mitten. 

Kate MacLean, resident dating expert at Plenty of Fish, says: “The holiday season is a time of love and joy, but it can also lead those without a partner to reflect on their single status. It’s no surprise that many choose to engage in one of our key trends for 2023, ‘Milestoning’, and take steps to avoid awkward conversations from prying family members, and most importantly, have someone to enjoy cute festive dates with. No matter what time of year it is, Plenty of Fish is a welcoming dating destination for all singles to hit their dating goals – whether that’s a bit of festive fun or they want to get married, not merry.’

Plenty of Fish has released its full list of annual dating trends predictions for 2023, which included ‘Ekin-sU Turning’, ‘Cost of Loving’ and ‘180-Dating’. Read the full list of trends below and here