With the upcoming Tu B’Av holiday this year, Israel’s romantic traditions are being adapted to the backdrop of the ongoing war between Israel and Hamas, Maxi Media reported on Sunday.
Traditionally, couples celebrate Tu B’Av with romantic dinners, spa visits and the exchange of gifts. However, due to the current security situation, many prefer to mark the occasion at home, Maxi Media noted in its report.
“This year, Tu B’Av takes on a deeper meaning in Israel,” explained Tal Raz, co-owner of the gentleman’s chain. “Especially in these difficult times, people are looking for ways to celebrate love and connection in a more meaningful way.”
While this may seem to be the only reason for this shift, a recent survey by Civic Science found that about 40% of Americans decided to forego large events or going to a restaurant on Valentine’s Day, opting instead for intimate celebrations at home. This highlights that the trend toward celebrations at home in Israel is consistent with a broader international trend.
The trend reflects the desire for private, distraction-free quality time and is seen as more economical than going to restaurants or attending expensive events, which, according to Maxi Media, also influences gift-giving behavior.
The National Retail Federation (NRF) – the world’s largest retail trade association – announced that spending on Valentine’s Day gifts this year was at an all-time high at $6.4 billion, further evidence of the growing trend of opting for more intimate celebrations this year.
Gift trends for Tu B’Av
The NRF helps retailers by providing support, research and educational resources to promote their interests, improve the customer experience and study industry trends. The NRF is also known for its annual retail forecasts, surveys and studies of shopping habits, especially during major events and holidays.
The NRF further reported that this year’s gifts included candy, greeting cards, bouquets of flowers and personalized jewelry with special engravings and dedications.
The rise of “self-buying,” where individuals purchase gifts for themselves, is evident in a 5% increase in self-gift purchases among women since 2022, and according to Maxi Media’s report, around 40% of single women are expected to buy themselves a gift for Valentine’s Day.
“We are seeing an increased demand for personal and intimate gifts, such as jewelry with special engravings, romantic games for couples or high-quality fashion items. It’s not just about the gift itself, but about the moment of giving and the intimate sharing that strengthens the bond between the couple,” noted Raz.
In addition, according to the report, gift preferences for Tu B’Av have also changed. Women who buy gifts for men tend to focus on categories such as watches, wallets, pens, bags and jewelry. Men who buy gifts for women tend to focus on items such as watches, love toys, massage and shiatsu devices, statues and decorations.
Doron Livne, CEO of the Shanti jewelry chain, noted: “In the days leading up to the holiday, we are already seeing a significant increase in interest in personalized and customized jewelry for Tu B’Av. Couples are looking for intimate and meaningful ways to express their love, especially given the current situation. Jewelry with personalized engravings or symbolic designs has become a particularly popular choice.”
In addition, couples are turning to chocolate and fruit for their celebrations. Eti Shitrit, marketing manager at the Moshavnik, said, “Every year on Valentine’s Day, we see an increase of about 50% in sales of Tu B’Av gifts.”
More and more couples prefer to celebrate at home and value a romantic and special atmosphere. The reception trays we offer with a selection of fruit and wine have become a particularly popular option for an intimate couple’s celebration,” explained Shitrit.
Celebrating as a single
Tu B’Av is becoming less and less about traditional romance and more about celebrating with friends and exchanging gifts, even among singles and those seeking love.
As The Jerusalem Post As reported in mid-July, according to a recent survey by the dating app OkCupid, a clear majority of Israeli singles want a steady relationship. On Jewish Valentine’s Day, the desire to stay in the country is even greater. Many singles also expressed a desire to date and meet new people.
To support those looking for a committed relationship, the largest ever online speed dating event for Jewish singles has been announced, taking place this Tuesday and hosted by DateNight AI.
This virtual event, in collaboration with CoronaCrush and Partners in Torah, aims to connect over 5,000 participants in a dynamic online environment, helping them make meaningful connections during difficult times and celebrate Tu B’Av by meeting new people and potentially finding a permanent partner.
