With Valentine's Day just around the corner, an intriguing trend is emerging across TikTok in the UK. 

This year, an impressive 50% of Brits are opting to celebrate the day of love within the comfort of their homes, foregoing the traditional romantic outings for something more intimate and personal. 

This shift comes amidst a surge in social media influence, particularly on platforms like TikTok, where innovative recipes from influencers are captivating the hearts and appetites of millions.

This follows a shift in consumer behaviour surrounding the annual holiday, as 13% of Brits shared they didn’t celebrate Valentine’s Day last year due to the cost of living crisis while, of those people marking the occasion, 65% planned to reduce their spending. This occasion put influencers in the role of brands’ cupid, as marketers tested with TikTok.

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