The first Sunday of January has organically emerged as the busiest day for online dating. Tinder reports a 20-minute faster average response time on Dating Sunday compared to other Sundays, reflecting heightened user engagement.

Companies like Hinge and Tinder are betting that postholiday singles will turn to the apps with fresh eyes and open hearts.

“Historically, Sunday has been the busiest day for online dating, likely because a good way to beat the Sunday scaries is to distract yourself with the hope of meeting a partner. Add to that New Year’s resolutions, and you have Dating Sunday,” she said.