So an Indiana mother-of-two has started a business to take advantage of the desire for a comforting touch - by charging clients for cuddling sessions.
Lisa Kelly from Carmel, Indiana, owns Indy Cuddles which offers 30minutes worth of hugs for $35, $60 for an hour and $90 for 90 minutes.
She will visit the customer's home and lie in many different, relaxing positions in what she believes is a form of therapy - but critics have said it is one step away from prostitution and an embarrassment to her family.
However she insists that the encounters are not sexual and come with certain rules, which includes avoiding the 'bathing suit' area and touching that would be 'acceptable with a child'.
Kelly also ensures that both parties adopt cleanliness and adequate hygiene, including brushing teeth, showering and clean clothes.
For safety, a third party is contacted before the meeting and told when the session is set to start and end while a waiver says she may carry a 'nonlethal weapon' on her person.
Despite the criticism, research has proved that cuddles have a number of health benefits.
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