Shopping for love in Spain

Turning the dating game upside down - 16th September 2024

The dominance of dating apps may be waning - at least in Spain, where the latest trend in romantic encounters is taking place in an unlikely venue. Since going viral on social media, the new hot spot for singles is not behind a screen but in the aisles of Mercadona, the country's leading supermarket chain. Between 7pm and 8pm, a playful ritual has emerged where individuals searching for love make their intentions known through a quirky set of codes involving their trolley's contents.

The key signal in this unconventional matchmaking strategy is a pineapple conspicuously placed upside-down in the trolley, signifying that this customer is shopping for more than just groceries. Before heading to the wine aisle hoping to strike up a conversation with a like-minded singleton, those looking for love may add other items to communicate their relationship goals. Placing chocolates or sweets alongside the pineapple signals a desire for a committed relationship explains a report in The Olive Press. Conversely, a lettuce or legumes in your trolley signals that this shopper's open to something more light-hearted.

Despite its growing popularity, Mercadona has officially denied creating this dating trend. By contrast, the supermarket staff are becoming increasingly frustrated with these hopeful romantics, many of whom abandon their trolleys of dating produce when they depart, leaving piles of stock to be returned to its place.

Some stores have taken to removing pineapples from displays before 7pm in an attempt to curb this flirtatious behaviour. In Bilbao, police were called to disperse unmanageable crowds during dating hour at one popular branch. Events passed off peacefully and no shoppers needed to be detained.

The trend's become particularly popular among Gen Z and millennials opting for a more spontaneous and personal approach to dating beyond the now ubiquitous use of dating apps. Whereas swiping left or right and letting algorithms dictate their romantic fate often seems detached from real human connection, wandering the aisles hoping to bump trolleys with a potential partner feels like taking control. And even if they haven't picked up a new beau when the hour's up, they can always grab a half litre of ice cream to console themselves.