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CHEATS & TREATS; Midland love rats make plans... for night before Valentine's Day.

Byline: MIKE LOCKLEY Sunday Mercury Writer

HUNDREDS of cheating men from the West Midlands have already bought flowers and chocolates in preparation for a saucy alternative to St Valentine's Day.

They will sneak out next Thursday - one day before romantics broadcast their undying love for partners - for a clandestine meeting with their secret lovers.

Yes, hotels will be crammed for "Mistress Day", a new date on the calendar that has its roots in the US.

And it has certainly caught on in our region.

February 13 sees the most illicit trysts between unfaithful men - keen to ensure mistresses don't feel left out on St Valentine's Day - and their, to use a colloquialism, "bits on the side".

The celebration's surge in popularity has been monitored by Gleeden, described as "the first portal for extramarital encounters in Europe" run by an all-women team.

It is, basically, a cheaters' directory. Gleeden - with an eye-watering 49,000 members from the West Midlands - describes itself as "the number one dating site for discreet encounters."

The publicity blurb promises: "Whether you are looking for an affair in your area or a lover miles away from you while on a trip, gives you a specific platform to safely get in touch with members worldwide! Let's go!" Plenty certainly seem ready to "go" - particularly next Thursday.

Gleeden has six million members - 250,000 from this country. A survey of 5,000 of them has revealed locally 73 per cent plan to celebrate Mistress Day.

Of those, 48 per cent plan a hotelroom night of passion - followed by a romantic meal with their "official spouse" the next day.

And over half plan to present sexy lingerie as a gift.

"Twelve per cent will purchase jewellery.

Sybil Shiddell, country manager UK at Gleeden, said: "We see that more and more unfaithful couples decide to celebrate their own Valentine's Day, even at the risk of being caught by their official spouse.

"According to our survey, 73 per cent of men currently engaged in an extra-marital relationship for more than three months admit that they have planned to spend a privileged moment with their mistress this February 13."

A spokesman explained the allure of Mistress Day: "Since Valentine's Day is dedicated exclusively to the official partner, the adulterous men will be playing strategically on both sides, ensuring some intimate moments with their mistresses before the unavoidable dinner with their wives on Valentine's Day.

"The surveyed men explained their plans for each night and, as expected when comparing the two partners, the mistress is more likely to receive some special treats.

"In fact, while the loyal wife is gearing up for the romantic night to come, the mistress is lavished with generous expenses and spicy moments in a steamy hotel."

A review on its website states: "I am a 28-year-old single male who's an avid user of Gleeden, I like the feeling of being 'the other.' .' I don't know, it brings me a sense of confidence and it feeds my ego.

"What I find great about using Gleeden is that I can find women who are of different ages who are mostly looking for one thing only a casual affair. No strings attached. After we have our fun, there would be no need to exchange numbers."

Launched in France, Gleeden has thrived despite fierce criticism of its activities.

In 2015, the Association of Catholic Families in France - enraged by an advertising campaign - sued the company for promoting adultery. The case was dismissed.

Bosses deny they're encouraging individuals to cheat on partners.

They describe the dating site as a platform for a form of "intervention therapy".

An awful lot of intervention therapy sessions are planned for next Thursday, apparently.
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Author:MIKE LOCKLEY Sunday Mercury Writer
Publication:Sunday Mercury (Birmingham, England)
Geographic Code:4EUUK
Date:Feb 9, 2020
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