Valentine’s Day, commonly celebrated on Feb. 14, is a symbol of love and affection worldwide. However, behind the romantic gestures and heart shaped gifts, this holiday is increasingly driven by consumerism (the protection or promotion of the interests of consumers). While the holiday’s original purpose is to celebrate love, it has transformed into a marketing tool for businesses to influence people on how to express their emotions.
“I believe it has become more about money and how much is spent. I feel like people see Valentine’s as a day their significant other spoils them and buys them expensive things,” said senior Jaylene Lopez.
This shift made Valentine’s Day into a pressure-filled event where the value of love is often dominated by the cost of gifts, rather than the thought behind it. As a result, there is a greater expectation of couples buying expensive or luxurious gifts that overshadows the true meaning of this day.
One of the reasons why this holiday became consumer-driven is largely due to the mass marketing and the rise of consumerism. With advertisements and the promotion of gifts like greeting cards, flowers, and chocolates, people now feel the need to spend money to show affection.
According to an annual survey by the National Retail Federation and Prosper Insights & Analytics, the world’s largest retail trade association which conducts research and provides resources for retailers, on this holiday consumers are projected to spend a total of $27.5 billion, averaging $188.81 per person.
Although there’s a strong societal urge to purchase expensive gifts, for some, the value of the holiday lies in the thought behind the gesture rather than the price.
“When I bought my boyfriend gifts I did buy him some pricey gifts, but I do work, but I wasn’t worried because it’s more of the thought that counts, not so much of how much you’re spending, it’s more about how you put your thought and effort in,” said Lopez.
Although the pressure to spoil loved one’s can be strong on Valentine’s Day, the holiday can be redefined by simply focusing on the connection within relationships. The essence of the day is to show love and appreciation, and this can be done without expensive gestures. Simple activities, like going to the movies, baking cookies together, cooking a meal, or enjoying a picnic, can capture the true meaning of Valentine’s Day and help it regain its purpose.
“Not worrying about money and what you’re going to get, worry about showing them you care regardless if you do or don’t get anything.. It’s more about to getting together and enjoying each others company,” said Lopez
