Valentine’s Day February 14th, the annual celebration of love and affection, has become increasingly commercialized over the years. What was once a simple holiday in expressing heartfelt emotions has now turned into a multi-billion-dollar industry.
In a 2020 online article from Alyse Thompson of Candy Industry – Snack and Bakery, with statistics that show the marketing of Valentine’s Day is on the rise. In 2020, it was estimated that Americans alone spent a whopping $27.4 billion on Valentine’s Day-related purchases. This includes not solely on traditional gifts like chocolates, flowers, and greeting cards, but also extravagant gestures such as romantic getaways, lavish dinners, and expensive jewelry.
“Saint Valentine’s is strictly a commercialized day; I don’t believe in it. A person should gift their partners flowers at least once a month.” – Frabrice M.
Meanwhile, Fox News reports that the Valentine’s Day holiday has reached a record revenue of $14.2 billion in 2024, as reported in the annual survey released by the National Retail Federation and Prosper Insights & Analytics. The commercialization of Valentine’s Day is reflected in the many marketing campaigns. Retailers strategically promote Valentine’s Day-themed products, creating a sense of urgency and buying pressure. While advertisements enticed shoppers with images of happy couples and extravagant gifts, instilling the idea that true love is measured by the price attached to the gifts given.
Valentine’s Day marketing isn’t limited to traditional retail, and online retailers and e-commerce platforms have also seized the opportunity by offering exclusive deals and discounts to attract consumers. Thanks to the convenience of online shopping, it has become easier than ever to enjoy the shopping aspects of the holidays.
Valentine’s Day commercialization has also extended beyond romantic relationships. Friends, family members, and even pets are now included in the gift-giving frenzy. With a phrase adapted expression known as “Galentine”. Which is an unofficial holiday that takes place on February 13th, the day before Valentine’s Day. It’s a celebration of female friendship, popularized by the television show “Parks and Recreation.”
This broadening scope of the holiday has led to increased sales across various industries as people feel compelled to show affection and appreciation to loved ones.
Critics say the commercialization of Valentine’s Day has undermined its true elements. What was once a daily celebration of love and affection has become synonymous with materialism and consumerism. The pressure to buy expensive gifts can create unnecessary stress and financial hardship, ultimately overshadowing the sentimental value of the holiday and its historical definition.
In a database stored by Wikipedia, showing Valentine’s Day has its origins in Saint Valentine, a christian martyr who lived in the 3rd century. Saint Valentine would have been a priest or bishop in Rome, Italy, at a time when the christian faith was persecuted. Saint Valentine celebrated secret marriages, with young couples defying the orders of the Roman emperor who forbade the marriage of young men.
Despite these many mismatching and conflicting historical records, the commercialization of Valentine’s Day shows no signs of slowing down. If there is demand a Valentine’s Day-related products and experiences, businesses will continue to capitalize on this annual celebration of love.
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