Valentine’s Day trends & dating app benchmarks 2025 | Adjust

Valentine's Day 2024 saw significant spikes in app installs and sessions: restaurant booking apps surged 156% in installs and 88% in sessions on Feb 14, recipe apps peaked 60% on Feb 12, music apps grew 35% on Feb 10, and messaging apps saw 31% session increase.
Dating apps face a 13% YoY decline in installs and sessions from 2023 to 2024, with retention dropping from 26% to 24% on day 1.
However, active users spend more time (session length up to 13.21 min) and ad efficiency improves (CTR up to 2.2%, IPM up to 6.24).
Strategies include shared experiences, authenticity badges, swipe limits, seasonal content, audio/video profiles, and AI matching.
Marketers should leverage push notifications, gamification, brand collaborations, and micro-influencers.