For Jim Safka, chief executive of Match.com, the busy season begins the day after Christmas. That is when some fraction of America’s 89m singles – perhaps nagged by overbearing mothers – vow never again to spend the holidays alone. When they do, Mr Safka is hoping they will turn for help to Match.com, the world’s largest internet dating site.

“When it comes to relationships, for many people, it is a New Year’s resolution,” he said. “The holiday season really kicks off for us on December 26, and runs right through Valentine’s day.”