Record-Breaking Spending Trends

According to an annual survey conducted by the National Retail Federation (NRF) in collaboration with Prosper Insights & Analytics, consumer spending for Valentine’s Day is forecasted to reach a remarkable .5 billion this year. This figure not only eclipses last year’s spending of .8 billion but also surpasses the previous record of .4 billion set in 2020. Such spending reflects the holiday’s increasingly commercial character.

“Whether they are celebrating a significant other or someone else in their lives, Valentine’s Day is meaningful for many people,” said NRF Vice President Katherine Cullen in a statement. “Shoppers can expect retailers to offer a variety of gifts and deals to help them find the perfect present.”

This year, 56% of consumers have indicated plans to celebrate Valentine’s Day, showing a slight increase from 53% in 2024.

Love or Consumerism: A Delicate Balance

The perception of Valentine’s Day as a loving occasion or a mere corporate holiday largely depends on individual beliefs. Many people prefer to celebrate with sincere acts of affection that do not involve monetary expenditure. Conversely, others find joy in giving and receiving gifts, feeling that they are valid expressions of love.

However, the challenge persists: How do individuals balance genuine emotion with the holiday’s rampant commercialism? According to Forbes, this economic focus of celebrations like Valentine’s Day can overshadow the deeper human connections that such occasions are meant to celebrate.

The Historical Roots of Valentine’s Day

The origins of Valentine’s Day are somewhat elusive, intricately woven through a tapestry of both Christian and pagan traditions. The Roman Catholic Church recognizes several Christian martyrs named Valentine, many of whom faced martyrdom for their beliefs.

One popular narrative speaks of Saint Valentine, a priest in ancient Rome who performed secret marriages for young couples after Emperor Claudius II prohibited them, believing single men made better soldiers. Upon discovery, Valentine was sentenced to death.

Another tale suggests that while imprisoned, Valentine sent a note to a young girl, signed “From your Valentine.” This gesture probably sowed the seeds for the modern custom of exchanging love notes during Valentine’s Day.

Regardless of which version holds true, it appears that Saint Valentine is universally viewed as a romantic and heroic figure who stood for love amidst adversity.

Evolving Celebrations: From Medieval to Modern

Valentine’s Day began to be associated explicitly with romance during the Middle Ages amid the rise of courtly love. As time progressed, the holiday evolved into a cherished occasion characterized by the exchange of love notes, flowers, and assorted tokens of affection.

By the 17th century, the celebration gained traction in Britain, with handwritten love letters becoming a popular practice. The advent of printing technology further propelled this tradition, allowing it to spread across English-speaking countries.

However, it was in the mid-19th century** USA where Valentine’s Day took a significant commercial leap. While the tradition of sending Valentine’s cards had been prevalent for centuries in England, it was not until the 1840s that the holiday transformed into a mainstream celebration. According to Leigh Eric Schmidt, the author of Consumer Rites: The Buying & Selling of American Holidays, this period marked the inception of Valentine’s Day as a “not-to-be-missed” event.