By: G. Green, M. Harrington, J. Riley, L. Millard and L. Catallo
Every year around February 14th, a familiar dance begins across the United States. Supermarket shelves and retail store displays are filled to the brim with red and pink, restaurants offer limited time menu items, and the pressure to express your love to those you care about has never been higher.
Valentine’s Day rituals and traditions, from gift exchanging to fine-dining dinners, are deeply ingrained in America’s culture. However, beneath the facade of romance lies a subconscious system of consumer behaviors that continue to fuel these rituals and traditions. Some view Valentine’s Day as a forced display of affection, fueled by emotions and unrealistic expectations of others, while some view the holiday as a special opportunity to express the love they have for the ones they cherish.
In this post, we dive deep into the behaviors that surround the holiday, looking into the negative connotations of commercialized romance, the positive connotations of pure love and expression, and the marketing strategies observed through the years that tap into our inclinations (and our bank accounts) around this special holiday.
Heartfelt Giving
The tradition of gift-giving is one of the most common rituals of Valentine’s Day. This commonly comes in the form of roses, chocolates, cards, and heart-shaped candies. Although often generic in the gifts exchanged during the holiday, male and female consumers use different types of gift-giving to express their affection.
In expressing their love and affection, male consumers tend to stick to simply presenting the traditional gifts such as flowers and chocolates. This classic choice is a material symbol used to reinforce the validation and stability of the relationship.
Alternatively, women will generally gravitate towards gifts that are more personalized or hold a deeper meaning. These gifts include personalized cards or more symbolic gifts that are specific to the person or relationship. Through the more thoughtful route, this method of gifting is used more as a way of developing and strengthening the relationship.
“People give, receive and give back gifts to build and strengthen reciprocal relations, forming bonds of trust and dependence that assist them in their everyday lives” Rugimbana, Donahay, Neal and Polonsky (2003).
Although differing in the physical form of gift giving, both methods are selfless and altruistic in nature. Whether traditional or personalized, the intention behind each gesture is based on a desire to express love and affection without the expectation of reciprocation. Both approaches demonstrate a sincere desire to express the love of a relationship, reflecting the true spirit of Valentine’s Day.
It’s Not All a Bed of Roses…
Gift giving on Valentine’s Day has more implications than simply expressing your affection for another person. The gift that is given can be seen as a physical representation of the value one feels the relationship has or as an investment in the relationship.
There is also a sense of obligation in a relationship to give a gift, which in turn creates an expectation of receiving one. Society and social norms enforce these behaviors and feelings. Power can also play a role in this exchange. For example, a more financially stable partner might be able to spend more on a gift asserting their power and dominance.
This can also, in turn, create more pressure and anxiety on the less financially stable partner, as they are unable to give lavish gifts. This points to the aspect of fearing that the gift recipient will be disappointed with their gift, adding to the anxiety and social pressure of the holiday.
As depicted in the graph below, not everyone engages in the tradition of exchanging gifts on Valentine’s Day. Numerous factors, such as social pressure, the absence of meaningful connections, financial strains, or other personal stressors, may dissuade consumers from participating in this practice.
Love-Infused Strategies
Valentine’s Day serves as a pivotal day for marketing communications to interlock with societal perceptions of materialism, togetherness, and gender roles. Leading up to the special day, market displays are filled with items of “love” leading individuals to meander the aisles looking for a
gift that says “I love you.”
This holiday marketing is primarily focused towards males, prompting purchases of flowers, chocolates, and balloons. In their research, Close and Zinkhan (2006) found gender roles are entrenched in Valentine’s Day marketing, with advertisements often reinforcing stereotypes of men as providers and women as recipients of affection. For example, consumers state how marketing messages suggest, imply, or state that this is a day for females. (See also Rugimbana,
Donahay, Neal and Polonsky 2003.)
Observations also show a correlation between price and perceived quality, with some customers willing to splurge to please their significant other. Marketing communications foster a sense of togetherness for some, portraying images of couples participating in shared activities and experiences. However, some reject the materialistic aspects of Valentine’s Day, opting instead for handmade gifts or shared experiences as expressions of love. Despite the holiday’s polarizing nature, from proposals to disappointments, it remains a focal point where consumerism intersects with matters of the heart.
The Shoe Box Memories
Every year in elementary school, Valentine’s Day celebration was always something to look forward to, until the time of valentine exchanging. My school had the tradition of decorating a shoe box with Valentine’s themed decor, whether it be covered in pink paper or fully decorated with bows and roses. When the day of celebration came, everyone would bring in their shoe boxes to show off to their friends, and begin the valentine’s exchange. One by one, you would put a valentine in the boxes, so by the end everyone would have a decorated box filled to the brim with candies and notes.
Celebrating Valentine’s Day in elementary school was all about gift giving and enjoying the company of others in your class, not about judging our loved ones about what they got for us. Love was never meant to be materialized, but our society has shifted the way we see relationships to the point where these Valentine’s Day gifts have become a show off competition to who can get the best gift for their significant others.
Unpacking Valentine’s Day Consumer Culture
In the realm of Valentine’s Day rituals and consumer behavior, the act of gift-giving serves as a poignant expression of love and affection. Whether through traditional tokens like roses and chocolates or personalized gestures that hold deeper meanings, individuals convey their emotions with selflessness and altruism.
Yet, beneath the surface of romantic exchanges lies a complex interplay of societal norms, power dynamics, and expectations. Obligations to participate in gift-giving, coupled with anxieties about living up to perceived standards, add layers of pressure to the holiday experience. Moreover, marketing strategies capitalize on notions of materialism and gender roles, perpetuating stereotypes while also fostering a sense of togetherness among consumers.
Despite these intricacies and the holiday’s polarizing nature, Valentine’s Day remains a significant juncture where matters of the heart intersect with consumer culture, shaping relationships and perceptions alike. From grand proposals to heartfelt gestures, the holiday continues to evoke a spectrum of emotions, underscoring the enduring influence of consumerism on expressions of love.
References
Close, A., & Zinkhan, G. M. (2006). “A Holiday Loved and Loathed: A Consumer Perspective of Valentine’s Day.” Advances in Consumer Research, 33(1), 356–365.
Rugimbana, Robert, et al. (2003).“The role of social power relations in gift giving on Valentine’s Day.” Journal of Consumer Behavior, 3(1), 63–73,
Tighe, D. “Valentine’s Day: Gift Buying in the US by Gender 2021.” Statista, 7 Dec. 2023,
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