Valentine’s Day is right around the corner! Employees are scrambling to stuff shelves with Valentine’s Day themed goods, and shoppers are scrambling to stuff their shopping carts to prepare gifts. What was once a holiday about sacrifice, love and devotion has become synonymous with stuffed bears, cheap chocolates and roses wrapped in plastic. Without questioning, a holiday that is supposed to celebrate love is correlated with material items, prompting the question, “Why do we exchange gifts more than genuine affection?”
One trip to any store during this time of year will show that Valentine’s Day, like most other holidays, has become remarkably commercialized. The emphasis is placed chiefly on gift-giving instead of the celebration of love itself.
Valentines Day has not always been such a grand commercial event, however. Rooted in Middle-Age Roman and Christian traditions, the holiday was originally celebrated by courtly love and displays of affection, such as love letters and poetry, without a large emphasis on material items.
As society evolved, however, the ways in which love and relationships were celebrated changed too. The modern version of Valentine’s Day began to form in the mid 19th century after the emergence of mass-produced greeting cards. As the focus of Valentine’s Day strayed from the expression of romance to commercially driven celebration, the holiday changed from a commemoration of marriage to a hollow representation of love through cheap toys and candy.
Valentine’s Day may not have begun as a product of capitalistism, but corporate avarice has turned the holiday into a bandwagon of consumption for many. Americans pour out billions of dollars annually on the holiday, even in times of economic hardship. While participating in Valentine’s Day is technically optional, businesses inculcate high expectations on consumers to participate in the holiday. Aggressive marketing campaigns displaying consumer purchases as tokens of love and commitment fuel this materialistic attitude and uphold the belief that doting gestures should be bought rather than naturally expressed, and that not participating in the holiday can feel like a moral shortcoming and that love without material gifts is invalid.
Capitalism can breach into multiple areas of human life, even love. Intimate moments, expressions of love and romantic relationships have been transformed into marketable commodities and services. Valentine’s Day may seem like an innocuous holiday celebrating love, but it further pushes the idea that demonstrations of affection should be linked to economic expenditure.
So who really benefits from Valentine’s Day? Companies such as Hallmark Cards, Tiffany and Co., the Hershey Company and Victoria’s Secret, whose sales skyrocket every Feb. 14th, are the main beneficiaries. In the United States alone, it is estimated that roughly 36 million heart-shaped boxes, 198 million roses, 58 million pounds of chocolate, 180 million cards and 881 thousand bottles of sparkling wine are bought each year. Valentine’s day is a profit-oriented holiday used to encourage the public to buy material goods for their loved ones. Flashy commercials and advertisements convince consumers that arbitrary, impersonal purchases rooted in commercial trends are a better choice than homemade, sincere gifts. While it’s ok to enjoy receiving presents on Valentine’s day, spending meaningful time with loved ones should be the priority.
Rather than mindlessly buying candy or flowers for your loved ones this Valentine’s day, consider more meaningful and sustainable ways to celebrate. This could look like a movie night, baking desserts or cooking a meal with your significant other and crafting homemade cards or writing heartfelt letters. There are many innovative and budget-friendly ways to celebrate the holiday that are more closely aligned with the true meaning behind it.
Don’t let the flowers or heart shaped candies fool you— the focal point of the modern Valentine’s Day isn’t love, it’s money. Just like many other holidays, Valentine’s Day can be a time of joy and cheer, but also of rampant capitalism and overconsumption. It all comes down to how one chooses to celebrate it. Remember, love doesn’t have a price tag. Instead of mindlessly spending money on loved ones, spend time with them instead and create cherished memories this Valentine’s Day.
