47% of Russians will celebrate Valentine's Day at home.

47% of Russians would prefer to celebrate Valentine's Day at home. This is evidenced by data from a survey of Tanuki home-cooked Japanese restaurants, which was attended by 3,000 Russians aged 18 to 55 years.

According to the study, February 14th is important only for 31% of Russians. At the same time, the holiday is most popular among millennials (36%) and generation X (34%). On the contrary, boomers are less interested in it, and among zoomers only 18% plan to celebrate Valentine's Day.

"The significance of the holiday is directly related to the cultural context in which a particular generation is immersed — for example, millennials and X-men who grew up watching foreign romantic films attach more importance to everything related to the holiday of love, while for the boomer generation February 14 is "alien" and meaningless. It seemed surprising that the zoomers refused to celebrate, although they also grew up in Western culture," the experts noted.

In addition, according to the study, 62% of Russians who are in a relationship or are in search of love, still celebrate it with a romantic dinner. At the same time, almost half of them (47%) choose a date at home instead of going out.

"If you look at it generationally, zoomers and millennials most often stay at home — for them, the most comfortable date is spending time alone with each other watching a movie and eating from a delivery," the experts said.

Since dinner is the main part of the holiday, the majority of Russians prefer to order ready—made food (54%), while pizza (42%) and rolls (27%) are their favorites. Another quarter of the respondents choose snacks for a movie screening instead of a full dinner (22%). Only 18% cook their own meals, and boomers (59%) are most likely to do so, the study notes.

At the same time, according to 41% of respondents, a festive table, even with ready—made food, should be aesthetically decorated in order to add atmosphere and comfort to a home date. Of these, one in four (27%) decorates it to share their holiday with an audience on social media.

On February 9, SOKOLOV Category Director Taisiya Iznova spoke about popular Valentine's Day gifts. According to her, today's leaders include products with precious stones, primarily diamonds and tanzanites, as well as delicate, delicate hearts made of gold: classic models with cubic zirconia or graphic versions without inserts.

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