It is not uncommon to walk into any store in February and instantly be bombarded with pink and red themed merchandise. Heart shaped boxes of chocolate, large plush teddy bears, and faux bouquets of plastic roses can all be seen lining the shelves. 

In recent years, Valentine’s Day has evolved into a derived version of its original purpose: expressing love and appreciating others. Like most other holidays, this event has grown incredibly commercialized, driven by intense marketing campaigns from major companies. 

Each year, over 25 billion is spent on gifts, dinner, and candy, turning Valentine’s Day into an occasion of immense consumerism. As social media becomes more prevalent, so does comparison culture. Users can often be found posting hauls of over-the-top presents, contradicting the belief that less is more. These videos, though seemingly innocent, create higher expectations, fueling the phenomenon where individuals compare what they purchase and receive.

There has also been an underlying social expectation that expensive, tangible gifts must be required in order to show these positive feelings. Businesses promote products through excessive marketing, most of which pressure consumers to purchase these items. These advertisements create the notion that the “correct” way to show affection is by spending large amounts of money. The surge of these gifts generate a massive amount of waste, most that ends up in landfills. The majority of these presents are made of plastic, leading to dire environmental consequences. 

With all this in mind, it is still important to realize that Valentine’s Day can still be celebrated. Rather than centering the occasion around gift-giving, we can shift our focus to the recognition of love itself. Finding and participating in alternatives such as Galentine’s Day- which promotes quality time with friends- can revive the true meaning of the holiday. Normalizing handmade gestures, such as cooked meals, or heartfelt DIY cards, also allows for a less consumer-based event. Valentine’s Day can easily be redefined by celebrating connection- the appreciation of those you love is simply enough.