It's that time of year again: a long, slow slide into Valentine's Day .
For the loved-up ones among us, that means planning, lots of planning: presents, dinner out... perhaps even a ring?
But for the single, it's an annual reminder that we remain alone, unloved and... let's not go on.
Now, less than two weeks before February 14, one man struggling to find love has decided to increase his luck.
He has created a 'Tinder-style' dating app - where he is the ONLY male available.
Shed Simove, 45, is a multi-talented London entrepreneur, who boasts a Guinness World Record and a US Green Card for 'extraordinary ability'.
He has also won awards for his comedy and public speaking.
But all of those achievements haven't been enough to light up his love life.
So Shed has invented Shinder, a dating app that features him as the only man.
After downloading the app - which is being dubbed 'Tinder with a twist' - onto your phone, you can log in through Facebook.
Then you're confronted with Shed's profile.
Women who swipe left on the inventor - or are swiped left by him - will be shown no more men ready for romance.
Instead, they will be given the option to sign up to Shed's mailing list.
They will also be greeted with a message about 'dodging a bullet', as Shed is a self-proclaimed 'high maintenance' date.
Women who swipe right, meanwhile, will see the screen above.
They will need to settle in for a wait - to see if Shed will swipe right back.
If the magic happens, instant messaging will connect the two prospective lovebirds for a hopefully fruitful chat.
Any man who swipes right on Shed's profile will receive the message: 'Sorry, Shed is currently a full blown heterosexual, but keep in touch.'
Shed explains: “I’m looking for my Shinderella, not Shinderfella…”.’
The entrepreneur, also a published author, had the idea for his creation after trying a load of other dating apps and sites.
He says: “I joined all the usual [ones] - and some unusual ones too… I quickly realised that it's tough to stand out and get noticed with seemingly endless choice.
"I’ve anticipated the scarcity of potential matches will create increased demand, and with that more chance of dating successes.
"I’m now a big fish in my own pond."
Shed, who has been single 'for a while', told Mirror Online that his 'type' is 'someone fun, quirky, cerebral and flirty'.
He admits: "I’m an acquired taste myself."
He has had 100 matches so far, and there's a date in the pipeline...
You can try Shinder now at Shinder.me