Thriveworks data reveals demand for couples counseling is predicted to surge 39% in the lead-up to Valentine’s Day

LYNCHBURG, Va., February 12, 2025 —Some say it with flowers, others with therapy. New data from Thriveworks, a nationwide provider of online and in-person mental health services, reveals demand for couples counseling surged 63% in the six-week lead-up to Valentine’s Day in 2024 and based on current figures, predicts a further 39% increase in the lead up to the 2025 romantic holiday. 

While these figures show that growth in the category surges at this time of year, Thriveworks’ data also demonstrates an upward trend all year-round. Couples therapy interest grew 21% year-on-year in 2023, and 39% in 2024, outpacing growth in general therapy services. 

Perhaps no coincidence, the upswing in demand for couples counseling services coincides with a steady decline in national divorce rates according to U.S. Census data.

Ryan Culkin, LPC, Chief Counseling Officer at Thriveworks said, “The increased demand for couples counseling doesn’t necessarily signal rising dissatisfaction in relationships. Rather, it reflects a cultural shift toward therapy as a proactive tool—one that helps partners strengthen their connection, navigate challenges, and invest in their future together.

“Social media has played a significant role in this growing acceptance. Discussions around attachment styles, boundaries, and ‘doing the work’ in relationships are now mainstream, replacing outdated notions of love as pure fate or game-playing. Therapy is increasingly seen as a relationship enhancer, not just a last resort.

“It’s no coincidence that demand peaks in the weeks leading up to Valentine’s Day. The holiday serves as a natural reflection point for couples—some feel motivated to reinforce their bond, while others seek support in addressing lingering issues. Whether it’s a new relationship or a long-term partnership, many see therapy as a way to ensure they’re prioritizing their relationship’s health.

“This shift may also help explain the steady decline in divorce rates nationwide. When more couples actively work on their relationships, we naturally see more fulfilling, long-lasting partnerships.”