Twice a week at 6pm, 30 or more people gather at the Nike store in Portland, Oregon, and go for a run. Afterwards, the members of the Niketown running club chat in the store over refreshments. Nike’s staff keep track of their performances and hail members who have logged more than 100 miles.

Meanwhile, at the Whole Foods natural and organic supermarket in Seattle, shoppers take part in a special “singles” night organised on the first Friday of every month. The store’s marketing staff organise a wine tasting or set out snacks in a room used to stage cooking classes – they then leave the rest to the customers, who can opt to wear a red or blue ribbon, to indicate whether they are looking for a male or a female partner.