Sunday dating: everything you need to know

Dating on Sunday it’s almost here.

Arriving in the sweet spot between the winter holiday season and Valentine’s Day, Dating Sunday – usually the first Sunday of the year – is when serious singles come out of winter to swipe on mass dating apps. I time goes back to 2016when apps take note of the post-New Year’s Day rush. In 2020, top dating game expert Rachel DeAlto even called it a day “The Super Bowl of dating apps.”

When is Valentine’s Day this year?

With this type of marketing, it’s easy to have high expectations for Valentine’s Day, which takes place on Jan. 4, 2026. As a veteran of both dating and dating apps in general, however, I’m here to tell you that those hopes may not come true. You may not find the love of your life on Dating Sunday — and that’s okay.

To the apps credit, there’s math behind the hoopla: OkCupid typically sees a 70 percent increase in user activity on Dating Sunday. Tinder estimates that 10 percent for all January swipes occur on that day as well.

The thinking behind it also makes sense. People may take time off from dating during the holidays to focus on family, however the time can remind us of our singleness; December is “proposal season,” after all. Also, January is often seen as a “new beginning,” and lovers may have new hopes for going out and finding a partner. We’re getting closer to Valentine’s Day, and it makes perfect sense that our thumbs are swiping.

One day – or even a month – of swiping will not determine what the whole year will be like.

Liubomyr Pivtorak, chief product officer of the Hily dating app, says Sunday Dating isn’t just about increasing traffic to apps. “We’re seeing a sharp increase in matches and conversations, people are responding faster and exchanging longer than usual,” Pivtorak said. “It’s a time when motivation is high and everyone is really trying to date, right before that starts.”

I understand why Dating Sunday fell through when it did, but I believe starting the year with it would be dangerous. If you can’t find a match on Valentine’s Sunday, you might think that it’s somehow a sign of things to come this year, that 2026 will be like last year and the year before.

This is not true. One day – or even a month – of swiping will not determine what the whole year will be like. The most popular apps (like Tinder and Bumble) have millions of users, and will work beyond Creative Sunday. There will be many opportunities beyond the first two Sundays of the year. Maybe the days in between would be more profitable too! Or days, weeks, and months later.

The danger is taking it as a sprint, when dating is really a race.

“If you’re not careful, you can burn out before you even start,” says Sylvia Linzalone, dating expert at UK-based dating app Wisp. “It’s dangerous to treat it like a sprint, when dating is really a race.”

“Dating on Sunday is not about finding ‘the one’ in 24 hours,” says Linzalone. “It’s about starting the year with clarity. Use the energy of the day to set better habits — whether that’s texting with more intent, meeting up sooner, or getting clearer about what you want.”

Remember: How Dating on Sunday shakes out will not be a forecast for the rest of the year. Don’t participate if you don’t want to; you can find love sometime. Those happy singles won’t end when Monday begins.

You want a game that can be challenging, so you should.

If you want to put your best foot forward, though, go all out. Opened Dating on Sunday, experts recommend that you complete your profile and include at least three photos of yourself. You want a game that can be challenging, so you should.

I’m sure I’m preaching to the choir about managing expectations. Remember what Linzalone says: it’s a marathon, not a sprint.

This article was first published in 2022 and republished in 2026.