Sites like eHarmony may be aggressively running Valentine’s Day promotions, but a host of specialized dating sites run under the radar, despite the deals from high-profile matchmaking services. Singles seeking everything from farmers to goths, or even leather-clad bikers can find their soulmates online via niche sites that, despite their general-audience competition, have still managed to grow and remain profitable.

The economics of online dating can seem counterintuitive. It’s easy to think that these small sites would be completely overrun by mammoth dating sites like OkCupid—think about the hit that small mom-and-pop stores can take when Walmart moves into town. But niche dating sites often thrive, even with much larger sites signing up the bulk of singles in search of love.

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