For the first time in four years, Nikolai Love will be spending Valentine's day on his own.
Mr Love, who has had previous dates on Valentine's day said there was enormous pressure during this time for single people to find a partner.
"I'm sure I'm not the only one feeling the pressure," he said. "There's this huge drive to go out and find someone."
Loneliness expert, Michelle Lim from the Brain and Psychological Science Research Centre at Swinburne University of Technology said in the lead up to Valentine's day people were more likely to feel the need to find their significant other.
"Being single continues to carry a stigma in our society and indeed it is likely that we perpetuate the negatives of being single." she said. "Culture has an impact on how one feels about singlehood. Western culture places an importance on having a romantic relationship and we perpetuate the idea that being single is bad."
Dr Lim said younger people compared to older people are more likely to experience lonely feelings and are also more likely show it through social media, hence an increase in posts about being single leading up to Valentines Day.
As a boy, Mr Love hated his last name, but when he grew up, he learnt to appreciate the meaning of the word 'love'.
"I like to say that everything and anything I have ever done has been in the name of love," he said."I don't think Valentine's Day is for me anymore, maybe when I'm 40 and married I might appreciate it and it'll mean something when I give my wife roses and chocolate."
Mr Love isn't alone, with many Australians losing their love for Valentine's Day, according to Suncorp Bank.
The study showed 40 per cent of couples are expected to avoid expenses associated with Valentine's Day and nearly half of the population will ignore its significance.
Suncorp Bank regional manager, Monique Reynolds said modern-day romantics increasingly favoured sentimental exchanges, rather than lavish purchases.
"While Valentine's Day still attracts a high level of engagement and celebration, the research showed couples are very mindful of their spending." she said.
Ms Reynolds said couples intending to embrace the festivities are expected to average a joint expenditure of $93 and said when it comes to spending, guys are spending more than girls.
