First popularised by a 2017 article in Cosmopolitan magazine, it describes a casual romance between two people that has some of the hallmarks of a formal relationship but without the commitment.
Dating experts say situationships are the natural result of apps such as Tinder, which make it easier for those seeking convenience rather than commitment. And big brands are attempting to capitalise on the trend.
Ahead of February 14, the US makers of Sweethearts — a treat similar to the Love Hearts sold in the UK — released “Situationships” boxes with the usual loved-up messages such as “true love” and “only you” printed in a blurry font.
The Spangler Candy Company said it wanted to “speak to all the people out there in hard-to-read relationships”, and judging by the sales there are plenty of customers. A limited first run of the sweets went on sale last month and was snapped up in four minutes, while another batch made available on Thursday also quickly sold out.
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'“The ambiguous territory that lies between friendship and a committed relationship offers a preferable alternative to the stark solitude of being entirely single and alone.”
Chan said this apprehension has led to the creation of new terms such as “hesidating” and “Foda” (fear…
— Kendall Harmon (@KendallHarmon6) February 5, 2024