As Valentine’s Day returns to the spotlight, a new nationwide survey suggests that many Filipinos are no longer viewing the season as a reminder of what they lack, but as a moment they can choose to engage with—or ignore altogether.
Data from Agile Data Solutions Inc., gathered through Hustle PH, showed that 68% of single respondents said they are single by choice, reflecting what the company describes as a growing trend of “intentional singlehood.”
“The idea that everyone must be in a relationship by a certain age is slowly losing its hold,” said Jason Gaguan, chairman and co-founder of Agile Data Solutions Inc. “What we’re seeing is intentional singlehood — people choosing stability, growth or peace before partnership.”
The survey also found that personal priorities are shaping relationship decisions. More than 40% of single respondents said they are focusing on personal, career, or financial goals, while 20% said they have not met the right person yet. The results indicate that for many respondents, relationships are increasingly treated as something that should fit into their long-term plans rather than define their identity.
Emotional reactions to Valentine’s Day were largely restrained, despite the holiday’s strong commercial and cultural presence in the Philippines. Sixty-six percent of respondents said they felt neutral about the occasion, while 64% agreed that Valentine’s Day is overly romanticized.
“Neutrality isn’t indifference,” Gaguan said. “It suggests people are separating cultural messaging from personal worth.”
While some respondents still acknowledged social pressure during the season, the numbers suggest that the experience is not universal. Around 27% said they sometimes feel pressured to be in a relationship during Valentine’s Day, and 26% said they occasionally feel excluded. Meanwhile, 39% said they felt no pressure at all, and a similar proportion said they never feel left out. Older respondents reported even lower levels of pressure.
The survey also noted changing ways of celebrating. Thirty-two percent said they spend Valentine’s Day with family, compared with 29% who celebrate with a romantic partner. Others said they spend the day resting or meeting friends casually, reflecting a broader shift in how the holiday is observed. Overall, 64% of respondents agreed that Valentine’s Day now feels more about enjoyment than romance.
Spending habits further reinforced the trend toward self-directed celebrations. About 80% of respondents said spending on themselves makes them feel good, while more than 73% said self-spending brings emotional satisfaction. Among Gen Z singles, 42% said they celebrate themselves as their main reason for marking the day, while 29% said they treat Valentine’s as a reward for hard work or stress.
Gaguan said the data point to self-spending as an expression of independence rather than a replacement for romantic connection.
