The fourteenth of February, symbolized with hearts, Cupid, and sweets, is a holiday that often sparks debate. One side of the population sees the day as a way to show their love to significant others, friends, and family members. Meanwhile, others view it as a commercialized cash grab- a day where people feel forced to buy roses, jewelry, chocolates, and stuffed animals.
The commercialization of Valentine’s Day can be traced back to trends started by influential corporations and producers. One of the earliest examples dates back to 1861, when notable chocolatier Richard Cadbury launched the “fancy box” campaign. Cadbury began selling his chocolates in heart-shaped boxes, with the additional option of consumers choosing to pair a letter with the purchase. This set the stage for chocolate, heart-shaped gifts, and heart-oriented campaigns among brands worldwide. Later, with the growth of television, these trends intensified, as commercials for jewelry, chocolate, clothes, and cards flooded the airwaves every February.
Additionally, societal and cultural pressure are playing a significant role in consumer behavior. Social media fuels the desire to spend more and “go big” on Valentine’s Day. While it surely looks appealing to the eye, one can wonder if the meaning of the holiday of love is being lost. Buying gifts for your partner can be romantic, but it is not the only way to express love. Yet, the holiday often fails to reflect that sentiment. Valentine’s Day instantly brings to mind the gifts you are going to get for your partner, but is that all that it represents now? People are starting to question whether a couple would know how to celebrate the holiday without the emphasis on materialistic gifts.
The pressures for Valentine’s Day now extends beyond romantic relationships. It is common to open social media and see a single person splurging on themselves as an act of “self-love” on Valentine’s Day. Although the intent may be different, the underlying theme of going out and buying numerous gifts because it is February 14 remains the same. Even when people think they are treating themselves or acting out of self-love, they are buying into the holiday’s materialistic appeal.
“Valentine’s Day is just another day that has been chosen by society,” a user on the internet states. According to King Street Chronicle, people view the holiday as a product of influential companies’ marketing and campaigning. Although Valentine’s Day has been a staple in American culture since the 19th century, its original sentiment seems to be slowly fading.