We can almost all agree that dating in the modern world isn’t easy, with 94% saying it’s hard to navigate, according to new Asda research. What’s also clear is that face-to-face still holds a special place, with a resounding 87% saying it’s better to meet in real life than on a dating app. That shift away from swiping is already happening, with 77% of singles saying they’re not currently active on a dating app at all.
But it’s not about grand gestures, for many, it’s about the everyday moments. 81% say they’re open to meeting someone while walking the dog, grabbing a coffee or doing the weekly shop. And the supermarket might already be doing more heavy lifting than dating apps. Three-quarters (76%) of Brits think it’s a good place to meet a potential partner, while 64% admit there’s someone at their local supermarket they quite fancy. Yet, while the opportunity is there, making the first move isn’t always easy. More than eight in ten singles (82%) admit they feel a little shy about asking for someone’s number.
To help turn those everyday moments into real-life connections, Asda is introducing special red baskets in select stores this Valentine’s Day, giving singles a simple way to signal they’re open to a chat while picking up bread, browsing the bakery, or grabbing a few treats. The baskets will appear in Leicester, Liverpool, and Glasgow, where the research revealed people are most actively looking for love.
A spokesperson for Asda said: “We know people are craving real-life connections, but we also know our customers are busy and don’t always have the time to put themselves out there. That’s why we’re
While there’s no one ‘right’ way to meet someone, the research suggests that face-to-face connections can bring their own kind of magic. Couples who met in person are more likely to say they feel happy, trusting and close, with 62% describing themselves as ‘extremely happy’, compared with 51% of those who met online. Longer-lasting relationships were also more common among those who met IRL, with 44% saying they’re in a long-term relationship, compared with 7% of couples who met via a dating app.
That sense of connection goes beyond romance too. Among couples who met face to face, 71% say they ‘trust their partner 100%’, while 66% describe their relationship as a “deep friendship” - showing that everyday, in-person moments can help lay strong foundations.
It’s often the little things that make meeting in person feel special. Many say it’s easier to get a genuine first impression without filters, with 68% highlighting this as a benefit, while over half (56%) say meeting face to face helps spark that all-important first bit of chemistry. Being able to make proper eye contact also matters, with 51% saying it helps them feel more connected from the start.
There’s also comfort in familiarity. Meeting through friends can give people common ground, with 30% saying it helped break the ice, while a third (33%) feel in-person connections are simply more meaningful. And for the sensory romantics, it’s the real-life details that count, from catching a hint of perfume or aftershave (19%) to hearing someone’s voice as it really sounds (37%).
And sometimes, love really does start at work. In fact, 21% of people say the best place to meet a partner is through their job - something Asda Dewsbury colleagues Ryan and Kelly know all too well. The couple first met when Kelly was making Ryan breakfast in the staff canteen. Kelly said: ”He liked his fried eggs cooked both sides, so his yolk was fully cooked. He always had the same breakfast, bacon, eggs, beans and two slices of bread! I still cook him the same breakfast at home from time to time.” They are getting married this summer, with their nine-year-old twins Charley and Olivia acting as bridesmaids.
