Valentine’s Day: A Day of Love, Laughter, and Marketing

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Couple on Valentines Day illustrating the commercialization of the holiday

It’s February 14th! Love is in the air, or at least it’s supposed to be, but it’s definitely in ads. Everywhere you look, there’s a new product or service promising to make your Valentine’s Day perfect. But where did this holiday come from, and why is it so heavily marketed?

According to ancient folklore, Valentine’s Day was named after a saint who performed secret marriages during a time when marriage was forbidden by the Roman Empire. That’s pretty darn romantic! But, let’s not forget that the holiday has since evolved into a whopper of a business opportunity. Retailers and restaurants have seized the opportunity to sell us everything from flowers to chocolates to romantic dinners, all to prove our love to our significant other.

It’s a funny thing, really, how we’ve come to equate love with material objects. But, hey, I’m not one to judge. I’m a fan of romantic dinners and words of affirmation.

So… when did a holiday celebrated for over 1000 years become commercialized? In the early 1900s retailers and greeting card companies seized the opportunity to capitalize on the holiday, promoting it as a time to show love and appreciation for one’s partner. By the mid-20th century, Valentine’s Day had become a multi-million dollar industry, with wads of dough being spent on gifts, cards, meals, and decorations.

But, commercialization has a funny way of taking the magic out of things. You start to see all the same products and ads, year after year, and suddenly the holiday doesn’t feel quite so special anymore.

So, what’s a lover to do in a world filled with marketed romance? Instead of buying the same old heavily-marketed crap (I’m not referring of course to the splendid products and services offered by my clients), why not try something a little different this year? A picnic in the park, a homemade dinner, or a surprise road trip?

And, if you’re feeling especially rebellious, skip the gifts altogether and focus on the experiences. Isn’t that what love is all about – making memories and cherishing the time you spend together? I read that on a Hallmark card.

So, let’s raise a glass to Valentine’s Day and all the marketing that comes with it. Have a few laughs and enjoy the holiday for what it is – a day of love, laughter, and a boatload of marketing. But, most of all, let’s make sure to show our loved ones just how much they mean to us, not just on this holiday, but every day.