Retailers target singles with wine tastings, apartment furnishings

NEW YORK — Whole Foods is holding wine tastings. Ikea is pitching apartment furniture to divorced dads. Applebee's turns into a nightclub after dinner.

These companies are all targeting an increasingly coveted demographic: single Americans.

More than half of U.S. adults are now unmarried — a 125- million-strong cohort that spends about $2 trillion on goods and services a year, according to the Bureau of Labor Statistics. Economist Edward Yardeni calls them Selfies, who are free to spend selfishly because they're not saving for college, paying off a mortgage or buying clothes for their kids.

"They're self-centered by definition," Yardeni said in a...