Nearly two-thirds (64%) of Brits admit they fancy someone at their local supermarket, while 76% believe grocery stores are a good place to meet a potential partner – according to new research commissioned by Asda.
The findings, released ahead of Valentine’s Day, underline the supermarkets’ growing role as a social space as well as a retail destination. With 94% of respondents saying modern dating is difficult to navigate and 87% insisting face-to-face meetings beat dating apps, everyday locations such as supermarkets are emerging as unexpected venues for connection. In fact, 77% of singles say they are not currently active on dating apps at all.
The research suggests shoppers are open to sparking romance during routine errands, with 81% saying they would consider meeting someone while walking the dog, grabbing coffee or doing the weekly shop. However, confidence remains a barrier, as 82% admit they feel shy about asking for someone’s number.
To tap into the trend, Asda introduced special red shopping baskets in select stores in Leicester, Liverpool and Glasgow on 14 February, allowing singles to signal they are open to conversation while shopping.
The data also points to the perceived strength of in-person relationships. Among couples who met face to face, 62% describe themselves as “extremely happy”, compared with 51% of those who met online. Meanwhile, 44% of IRL couples say they are in long-term relationships, versus just 7% of those who met via dating apps.