The midnight kiss has long been the singular goal of many a New Year’s Eve celebration — a mix of romance, superstition and a hearty dose of FOMO. But lately, fewer people are puckering up as the clock strikes twelve. The iconic kiss is being ghosted in favor of celebrations that feel more personal and less cringe.
How it began
Legend has it that the midnight kiss traces back to ancient Roman Saturnalia festivals and European masquerade balls. Revelers would remove their masks at midnight and kiss to mark the end of one year and the start of another. Folklore added a layer of superstition, claiming the kiss would bring good luck and ensure strong relationships in the year ahead.
One of the earliest recorded mentions of the midnight kiss showed up in a New York Times article from Jan. 3, 1863, noting, “New Year’s Eve is a great time among the Germans, who assemble around the domestic fireside … As the clocks ring out the hour of midnight, all this festivity pauses for a moment, to listen, and as the last stroke dies into silence, all big and little, old and young, male and female, push into each other’s arms, and hearty kisses go round like rolls of labial musketry.” The tradition was clearly beloved, as the article adds, “Gentlemen and ladies in the bloom of youth heartily approve this custom!”
Over time, the midnight kiss became a fixture of New Year’s celebrations, fueled by popular culture and traditions. But just like the Times Square ball drop, not everyone is into it anymore.
Why it’s falling out of favor
A 2022 Rasmussen Reports survey found that only 45% of American adults planned to kiss at midnight — down from 51% the year before. Younger generations, especially millennials and Gen Z, are increasingly rejecting tradition. For many — especially singles, asexual people or anyone who cringes at public displays of affection — the tradition feels old-fashioned at best, or downright uncomfortable.
This shift isn’t happening in a vacuum. Younger generations are more vocal about rejecting societal expectations that don’t resonate with their values. And then there’s the fact that, according to a 2022 Pew Research study, 57% of single adults aren’t even interested in dating, citing other priorities like career, hobbies and simply enjoying being single.
Increased focus on mental health and personal boundaries have made consent and personal space central to how younger generations navigate social interactions, including kissing. For many, the midnight kiss represents outdated ideas about romance that feel increasingly out of step with contemporary life.
Social media is the nail in the coffin
Platforms like TikTok are right there with disposing of societal norms that no longer serve their original purpose. In fact, they’re throwing tradition under the proverbial party bus with hashtags and trends showcasing everything but kissing as a way to celebrate the moment the old year becomes a new one. Solo dances in your jammies? Group hugs? Slurping noodles? Journaling your goals? All in. Obligatory lip locking? Hard pass.
Gen Z is embracing a more relaxed lifestyle, prioritizing personal comfort and self-care over traditional social activities. “Gen Z has become wholesome, and I’m thrilled,” wrote Kim Schewitz in a 2023 Business Insider article, reflecting on a generational shift towards valuing meaningful, personal experiences over performative social norms.
Pop culture’s evolving role
Movies like “When Harry Met Sally” made the midnight kiss iconic, but even Hollywood is starting to move with the times. Inclusive storytelling is making room for different ways to mark the New Year, whether it’s with romance, friendship or just spending it solo.
Take Netflix’s hit “Glass Onion: A Knives Out Mystery” as an example. The New Year’s Eve scene doesn’t revolve around a romantic kiss — it’s a plot-driving moment of suspense, camaraderie and personal revelations. This shift reflects how even on-screen traditions are evolving to embrace a wider spectrum of experiences, showing that celebrating the New Year can be just as meaningful without the pressure to lock lips.
What’s replacing the midnight kiss?
The midnight kiss isn’t completely dead, but it’s steadily being edged out by group hugs, pet snuggles or quiet reflection. Organizing and goal-setting are also surprise winners. Who needs a kiss when you’ve got a solid plan for the year ahead?
Social media plays a big part in this evolution, too, with TikTok and Instagram celebrating nontraditional rituals. Dancing in pajamas, eating donuts or toasting your closest friends with a glass of kombucha are the new mood.
Looking ahead
The midnight kiss is losing its sparkle, making way for celebrations that truly resonate. Whether it’s kissing, baking cookies or tearing up the dance floor solo, it’s all about what feels right for you. Say goodbye to the awkward traditions and hello to your own kind of celebration. This year, you make the rules.
Robin Donovan is the author of more than 40 cookbooks and the founder and creator of All Ways Delicious, a food site loaded with easy recipes for the best dishes from around the world. Her writing and recipes have been featured in major media outlets including MSN, Buzzfeed, Cooking Light, PopSugar, Chicago Sun-Times, Fitness, Parade, San Jose Mercury News and many others.