Every February 14th, the world seems largely split into two distinct groups: those who can’t get enough of the red roses, heart-shaped chocolates, plush toys, shiny jewellery, and heartfelt cards, and those who roll their eyes at the whole spectacle. For some, Valentine’s Day is a joyful and cherished celebration of love, while for others, it’s a pointless and overly extravagant affair.
Of course, many fall somewhere in between, embracing or ignoring the occasion in their own way; but for many sceptics, Valentine’s Day has become just another commercialised holiday—a spectacle designed to empty wallets and turn emotions into profit.
Despite the modern-day frenzy of cards, gifts, and grand gestures, the origins of Valentine’s Day are surprisingly ambiguous. But with multiple namesake saints and several different, often vague versions of its ancient origin story, one thing is clear: the occasion didn’t originally have much to do with romance at all.
A Very Brief Timeline of Valentine’s Day’s Romantic Turn and Commercialisation:
The connection between Valentine’s Day and romance is often credited to Geoffrey Chaucer, whose poem The Parliament of Fowls (written c. 1340s-1400s) made the link. Shortly after, people began exchanging love letters in the spirit of St. Valentine’s Day.
In 1868, Cadbury also began packaging ‘fancy chocolates’ in decorated, heart-shaped boxes, designed to also store love letters and jewellery afterward. And thus, Valentine’s Day became associated with indulgent gifts and sweet treats.
Fast forward to the early-to-mid 19th century, the practice of sending handwritten Valentine’s cards had caught on. The practice proliferated, and what began as a personal, handmade gesture soon transformed into something far more commercial. With the increase in demand, and rise in industrial power in the UK, factories started mass-producing pre-made cards, and the commercialisation of Valentine’s Day began to take hold.
With this timeline in mind, it’s clear to see that although these developments allowed lovers to show their appreciation toward one another, the shifts were ultimately marketing moves that solidified the occasion’s place in the consumer landscape.
The movement from sentimental, handmade love letters to pre-made greeting cards marked a significant shift from a personal, intimate tradition to one driven largely by commercial interests. What was once an opportunity for individuals to express their love through unique, handwritten notes soon became market-driven, with companies eager to profit from the day.
As the holiday evolved, Valentine’s Day came to symbolise more than just affection; it became about spending. With companies selling overpriced chocolates, cards, and dinners, the meaning of February the 14th shifted from genuine love and appreciation to consumerism. The growth in commercialisation has led many to question whether Valentine’s Day retains any authentic, romantic meaning.
After all, the financial impact of the occasion is staggering. This year, the UK was predicted to spend almost £1.5 billion on the holiday, a huge increase from £926 million in 2021. Globally, Valentine’s Day spending hit a record high of $14.2 billion last year.
With these striking figures, it’s easy to understand why some people have grown to dislike the holiday. The relentless push for expensive gifts, dinners, and grand gestures can create a sense of performative obligation rather than a genuine celebration.
In recent years, the commercialisation of Valentine’s Day has even spilled into other months. The rise of trends like ‘Boo Baskets’ in October and ‘Burr Baskets’ in December have also turned the idea of love into a constant pressure to spend money on your significant other, creating a perpetual obligation to show affection through material purchases. These trends reflect how the holiday, and relationships in general, have become less about sentiment and more about meeting financial-orientated expectations.
But at the same time, the rise of Galentine’s Day (originating from Parks and Recreation) arguably offers a more refreshing take on the holiday. Although companies are slowly and inevitably attempting to dig their claws in and capitalise off the celebration, it remains, at its core, an empowering day dedicated to honouring platonic female relationships. It’s a reminder that love isn’t exclusive to romantic relationships, and often centres on wholesome activities like dinner, movie nights, or evenings dedicated to arts and crafts such as ‘paint and sip’ or candle painting.
I feel that Valentine’s Day needs to incorporate the kind of sentiment that Galentine’s Day embodies. The celebration is less of an extravagant spectacle driven by spending (although the day can involve exchanging gifts) and more of a wholesome and empowering celebration of friendship and affection.
So ultimately, while Valentine’s Day can hold a nice sentiment, it seems that, like many other holidays, it has been hijacked by capitalism. However, it’s still possible to celebrate the day in a way that feels authentic without breaking the bank. Handmade gifts, cheap and wholesome activities, simple acts of kindness, and heartfelt words can convey affection just as well, if not better, than an expensive dinner or a mass-produced card. With a little creativity and shift in perspective, it is possible to embrace the day without falling into the trap of overspending. At its heart, Valentine’s Day is a reminder to appreciate those we care about—and that is something I think we can all get behind, no matter how we choose to spend it.