CULTURAL PHENOMENA SURROUNDING DATING DURING THE COLDER MONTHS

Table of contents

• Effect of colder months on romantic behavior
• Cuffing season: definition and rules 
• Explaining the phenomena
• Effect of coldness on attraction
• Winter coincides with holidays and celebrations
• Final thoughts

Effect of colder months on romantic behavior

Almost two-thirds of dating app users admit to being on apps more often in the fall and winter to ease feelings of sadness or anxiety. Statistics confirm this tendency, with online dating activity growing by 30% between November and February. Breakups peak in March, a phenomenon also referred to as the “spring clean.” There is definitely a connection between colder months and enhanced activity on dating platforms.

Cuffing season: definition and rules 

In winter, people are more likely to date and form romantic connections. The colder months are known as the “cuffing season,” a trend reflecting the effect of seasonal changes on behavioral adjustments. Collins Dictionary shortlisted the term for word of the year in 2017, describing the cultural phenomenon as the time when people are looking to partner up at the beginning of winter and stay in that relationship until spring. It remains as relevant as ever in 2024.

Interest in the term “cuffing” peaks as shown by Google searches in the northern hemisphere between October and February. Searches drop off almost completely once February is over.

“Cuff” is used as an association with handcuffs, expressing the connection to another person. This season has “rules,” such as:

• Be clear about what you want, especially long-term
• Define the relationship
• Prepare for the Christmas holidays, if you celebrate 
• Set healthy boundaries
• Don’t make plans too far ahead
• Don’t ghost your partner once the season ends.

Explaining key phenomena

Less daylight and colder weather can lead to depression, weariness, and social withdrawal, all symptoms of seasonal affective disorder. Roughly 5% of the US population struggles with SAD, which can continue for almost half of the year. This condition can drive people to seek partnership and emotional support on dating apps, strengthening the cultural phenomena surrounding dating during the colder months. People’s serotonin levels drop along with sunlight, leading to less optimal mood regulation, as this hormone helps people regulate their mood.

Effect of coldness on attraction

Research shows that some men find women’s bodies more attractive during colder than hotter months. Researchers attribute this to the contrast effect, which describes why something different from the norm or unique is perceived as more appealing. Seeing pictures of women in swimwear is less common in winter, so the uniqueness makes them more attractive.

Winter coincides with popular holidays and celebrations

The weather is not the only reason people are more interested in dating. In the northern hemisphere, winter coincides with religious celebrations, the New Year in Gregorian and Chinese calendars, and events like Valentine’s Day. Heightened interest in dating overlaps with these celebrations, holidays, and events. It’s easier to stay with your partner (if you have one) than break up right before Christmas or New Year’s Eve.

People feel pressure from relatives, friends, and the overall environment to be with someone. Subconscious pressure adds to this effect. People simply aren’t inclined to end a relationship during the colder months. They will stay in relationships for the sake of not ending up alone during the holidays or rocking the boat. After Valentine’s Day is over, March comes, and it’s time for the proverbial spring cleaning.

Final thoughts

The colder months, New Year’s, and everything else that’s part and parcel of this season can change people’s behavior, even outside of romantic relationships. People take New Year’s in particular to evaluate their accomplishments and achievements. They think about what they thought they’d have by now, and if there’s a wide gap between intent and reality, disappointment sets in. The effect of the bleak cold adds to the negative feelings. People either actively start seeking a partner or try to stay with a current one because they don’t want to face reality alone.