Valentine’s Day might be getting a major makeover this year — at least for Gen‑Z. New research from Pepsi UK and IRL dating brand Thursday reveals that young daters in the UK are turning away from traditional romantic clichés in favour of what they’re calling “Relation‑sipping” — a trend that prioritises small, thoughtful moments over over‑the‑top gestures.
The study, conducted by Censuswide, found that only 5% of Gen‑Z daters prefer big, sweeping romantic moments, while a whopping 77% want smaller, sweeter gestures delivered little and often. Rather than hiring a string quartet or gifting roses, many young people are embracing authenticity and daily connection this February.
Why Relation‑Sipping Beats Grand Gestures
According to the research, nearly 1 in 3 Gen‑Z daters are actively avoiding typical Valentine’s traditions — like turning up with flowers, posting gifts on social media, or planning surprise trips. Many feel that conventional romance can be:
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Too intense (37%)
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Inauthentic (26%)
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Impersonal (20%)
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Like “fake dating” (32%)
Instead, Gen‑Z daters favour what Pepsi and Thursday are calling Relation‑sipping — genuine, everyday gestures that communicate care and attention without fanfare.
Top 10 Relation‑Sip Gestures That Beat Valentine’s Clichés
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Complimenting your outfit (50%)
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Sending a good morning text (50%)
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Watching their favourite film together (48%)
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Checking in on how their day is going (46%)
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Getting their favourite sweet treat (44%)
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Taking them to their go‑to food spot (38%)
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Listening to their favourite artist together (38%)
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Sharing a song that reminds them of you (38%)
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Creating nicknames (36%)
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Remembering their specific drink order (31%)
These small moments aren’t just appreciated — they’re relationship deal‑makers. The report shows that 83% of Gen‑Z say these micro‑gestures make them feel “seen”, and **85% say they feel “valued”. Nearly half (46%) even admitted they wouldn’t continue dating someone who didn’t show this kind of thoughtful behaviour.
What Pepsi and Thursday Are Doing About It
Pepsi UK’s Chief Marketing Officer, Steven Hind, says the trend reflects the brand’s focus on shareable moments:
“At Pepsi, we believe the best moments in life are found in little treats… making dating a little sweeter, one sip at a time.”
To help Gen‑Z put Relation‑sipping into practice, Pepsi has teamed up with Thursday to launch the ‘28 Days of Relation‑sips’ card deck — a daily guide designed to spark meaningful connection through small gestures. The limited‑edition deck is being given away via Pepsi UK’s social channels. T&Cs apply.
Dating Expert Tips from Thursday
Dating expert Abi Blears from Thursday shares her top three tips for mastering Relation‑sipping:
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Go Niche, Not General – Personal touches beat generic gifts like chocolates or roses.
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The ‘Echo’ Effect – Notice and reciprocate thoughtful gestures to build momentum.
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Tailor the Treat – Find out what makes your partner feel loved and lean into it.
Upcoming Event: Love at First Sip
To celebrate the new trend, Pepsi and Thursday are hosting Love at First Sip on 12th February in London — a one‑off dating event featuring Pepsi cocktails, live DJ sets, sofa sessions, and speed dating activities crafted to spark real‑life chemistry.
