Hug Day 2026: Do Hugs Really Reduce Stress? New Research Reveals Surprising Links

• Hug Day is observed annually on February 12 during Valentine’s Week, highlighting the emotional and physical benefits of hugging.
• Research suggests affectionate touch, including hugs, may help regulate the body’s stress response, particularly the HPA axis and cortisol release.
• A recent study tracked 104 university students, linking a higher proportion of social interactions involving hugs to a lower cortisol awakening response the next morning.
• The study expanded beyond laboratory settings, using daily tracking and saliva samples to measure cortisol levels in everyday life.
• Findings indicate an association between greater affectionate touch and lower activity in stress-related biological systems, aligning with earlier research.