Valentine’s Day is supposed to be a day to celebrate love, but it has increasingly become an over-commercialized holiday.

Traditionally celebrated on Feb. 14, Valentine’s Day is thought to have been named after Saint Valentine — a saint that authorized marriages in Rome when they were illegal. Today, the holiday is associated with spending money on gifts and unique experiences for loved ones.

The transformation of Valentine’s Day as a consumer holiday is hazardous to American culture because monetizing love can make relationships feel disingenuous and materialistic.

In America, the average amount that a person spends on Valentine’s Day has risen $60 over the last 10 years due to the recent emphasis of buying gifts for all loved ones — not just a significant other — and the rise of anti-Valentine’s Day. This targets single people by marketing products geared toward fighting loneliness and practicing self-care.

The rise in spending on Valentine’s Day — whether it’s to buy gifts for oneself, a romantic partner or loved ones — is reflective of the belief that spending money is essential to expressing love.

Charles Lindholm, a retired Boston University professor and expert in both American culture and romantic love, believes that commercialization and consumerism can negatively affect relationships.

Lindholm said, “The building of a whole commercial enterprise on top of the experience of falling or being in love certainly demeans the experience.”

The consumerism associated with Valentine’s Day can make people expect elaborate gifts for the holiday. This can put a strain on a relationship if a partner’s expectations aren’t met. Businesses exploit customers’ fears of disappointing their significant others and encourage consumers to opt for presents with a heftier price tag.

Social pressure can make people feel like they have to have a perfect Valentine’s Day. By scrolling past Instagram pictures of couples on expensive dates with elaborate gifts, individuals can feel inclined to join in to prove to their followers that their Valentine’s Day was better than their friends.

Lindholm said, “The building of a whole commercial enterprise on top of the experience of falling or being in love certainly demeans the experience.”

Lindholm also emphasized that mass commercialization can heighten people’s desire for love by making it appear that love can be expressed through money.

Feb. 14 should not be a day for corporations to fill their pockets. Instead, it should be a day to stress togetherness and true love.

Lauren Spiezia is a freshman newspaper and online journalism major. Her column appears bi-weekly. She can be reached at [email protected].

Published on February 14, 2019 at 12:05 am