While many wouldn’t necessarily expect to find love at their local supermarket, Asda thinks you truly can and is making it a little easier this Valentine’s Day by introducing a special new change in some of its stores. New research reveals that 64% of Brits fancy someone at their local supermarket, and despite the boom in online dating in recent years, 87% say meeting face-to-face is better than using a dating app.
Dating in the modern world isn’t easy, with 94% of people saying it’s hard to navigate, according to the research. The findings are based on a nationally representative survey of 2,000 UK adults conducted for Asda by research and insights agency Perspectus Global in January 2026. Everyday moments, from walking the dog to grabbing a coffee or doing the weekly shop, are increasingly being seen as opportunities to meet someone, with a striking 81% of people saying they are open to meeting someone in these situations.
This is why Asda has decided to introduce special red baskets in select stores this Valentine’s Day. Shoppers can use these baskets to signal they’re open to a chat while picking up bread, browsing the bakery, or grabbing a few treats.
The Valentine’s Day red basket activation will take place on Saturday at the Asda Leicester Fosse Park in Leicester, Asda Bromborough in Liverpool, and Asda Toryglen in Glasgow.
Among couples who met in person, 71% say they trust their partner completely, while 66% describe the relationship as a “deep friendship.” Meeting face-to-face allows for genuine first impressions, with 68% of respondents saying it helps capture real chemistry, and 51% noting that eye contact creates an immediate connection.
Indeed, sometimes love starts in familiar places. For example, Asda Dewsbury colleagues Ryan and Kelly met in the staff canteen. They are are now engaged and will be getting marred this summer with their nine-year-old twins acting as bridesmaids.
Kelly said: « He liked his fried eggs cooked both sides, so his yolk was fully cooked. He always had the same breakfast, bacon, eggs, beans and two slices of bread! I still cook him the same breakfast at home from time to time.”
A spokesperson for Asda said: « We know people are craving real-life connections, but we also know our customers are busy and don’t always have the time to put themselves out there.
« That’s why we’re turning the weekly shop into the ultimate meet-cute.
« These red baskets are a fun, light-hearted way to help people connect while they’re already doing their everyday shop – a simple, playful nudge to start a chat and maybe even spark a little romance. »
