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3rd century Saint Valentine or 2025 Saint Capitalism? The Valentine’s Day that we are all familiar with did not just magically appear on the calendar one night. Instead, it is very deeply rooted in Roman history. In Roman Empire history, it is believed that Saint Valentine would marry individuals in secret. Feb. 14 — good ol’ Valentine’s Day. The day of love and, for many, expressing that love. Shelves decked out in shades of pink and red. Heart-shaped boxes of chocolates — the de facto gift. Since 2000 and the rise of the internet, more and more people celebrate Valentine’s Day digitally with e-cards, with around 15 million e-Valentine’s Day cards sent in 2010. While it has its roots in Christianity, Valentine’s Day is considered a ‘Hallmark holiday’ by many people today because of its commercialisation, and the focus on Valentine’s Day, like many other Western holidays, has become a tradition that people celebrate without questioning its origins or purpose. However, as we dig deeper, we realize that Valentine’s Day is not just a simple celebration of love but is instead a self-destructive habit created by capitalist society. Valentine’s Day in the Age of Capitalism. Today, Valentine’s Day is a multi-billion-dollar industry. It is no longer just about expressing love—it is about spending. The holiday has been carefully crafted by marketers to encourage consumers to buy everything from chocolates and flowers to fine jewelry and luxury experiences. According to a survey by the National Retail Federation and Prosper Insights and Analytics just last month, 52 per cent of U.S. adults are planning to celebrate Valentine’s Day this year, spending a total of $21.8 billion. Valentine’s Day is simply a “capitalist ploy,” said Chiodo. This year, consumers spent an estimated $26 billion on Valentine’s Day. So much for money cannot buy you love However, others have quite an appreciation for the side effects of the capitalization of this holiday. Valentine’s Day has a well-deserved reputation for being excessively commercial; in 2016, the National Retail Federation estimated that people in the U.S. would spend $19.7 billion on the As a holiday celebrated for a Catholic Saint, Valentine's Day's connection to love and romance can initially seem to have evolved from nowhere. However, once the legends surrounding Saint Valentine have been explored, his rebellious actions emphasize the power of love and question the current commercialisation of the day which supposedly commemorates him. Chocolate gifting became a Valentine’s Day staple thanks to Richard Cadbury’s invention of the heart-shaped chocolate box in the 1800s. Today, chocolates are one of the top gifts exchanged on Valentine’s Day, with everything from fancy truffles to giant chocolate bars making their way into hearts and hands. This aligns with the belief of 81 per cent of Statista survey respondents in Canada who “believe women tend to be more spoiled on Valentine’s Day.” Valentine’s Day hasn’t always been a marketing ploy to suck money out of your pocket. Like many holidays, Valentine’s originates from a pagan festival, Lupercalia. CMV: People who love to complain about how Valentine’s Day is a capitalist/commercial holiday, but don’t complain about every other holiday are just bitter single people or people in unhappy relationships or people who don’t know how to be happy for other people. In 1913 the commercialisation of Valentine’s Day began, as Hallmark produced their first Valentine’s day cards. The industry then quickly took off. In the mid-80’s the chocolate, flowers, and jewellery industries got involved, and by 2009 the US made approximately £9.2 billion in Valentine’s Day retail. Valentine was caught and sentenced to death on Feb. 14, marking the date of the modern day holiday. Valentine’s Day has gone from celebrating marriage to an empty representation of love. Modern Valentine’s Day traditions are built on capitalism with no real intention of being a day to celebrate the ones people care for. Valentine’s Day is just around the corner, bringing about either a warmhearted appreciation for loved ones or the bitter sentiments of singleness. Receiving chocolate or flowers from your significant other, your gals, or your pals is certainly uplifting, especially considering that the pressure to purchase a thoughtful gift builds up throughout the week beforehand. The You're right. Valentine's Day is not a made up, Hallmark holiday. Its roots go back to ancient Rome. Yes, capitalist companies capitalize on it, but they capitalize on every holiday. The people who complain about Valentine's Day fall into two groups: People who are unhappy that they don't have a partner, and people who are cheap. "Valentine’s Day is returning to its romantic traditions, with total spending on significant others for the holiday expected to reach a record $14.2 billion in 2024," according to the annual Valentine's Day as a Commercial Holiday Valentine's Day is no longer part of the official liturgical calendar of any Christian church; it was dropped from the Catholic calendar in 1969. Its not a feast, a celebration, or a memorial of any martyrs. February 14th, Valentine’s Day, is seen as a celebration of the expression of love and affection. In the U.S., about $20 billion was spent last year and on average, an individual spent about $146 The flier is awkwardly bookended by two other ads: one for a Valentine’s Day massage deal for couples (just $75), another for a Valentine’s Day concert. Whatever the reason for this arrangement, it’s made it next to impossible for me to swallow back the dyspeptic contempt I feel for Valentine’s Day.
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