Valentine’s Day arrives, and couples and friends flock to stores to shop for treats and flowers – some of which are actually real. Major brands proudly display their Valentine’s Day “essentials,” nudging shoppers to buy gifts that fit the social norm. Meanwhile, retailers and big-name companies sit back and watch the profits roll in as consumerism peaks during this holiday of love – or, rather, obsessive commercialism.

The classic Valentine’s Day gift combination—chocolates and flowers—might seem like a sweet, budget-friendly gesture, typically costing around $19 to $20, depending on the brand. But beware—as the years pass, so does any hope of sticking to small gifts. Younger consumers, particularly those 19 and under, tend to stick with simple tokens of appreciation. But once adulthood hits, the price tags grow alongside the gift expectations. Suddenly, chocolates and flowers are not enough – it is necklaces, bracelets, and five-star dining experiences. Restaurants transform into candle-lit vaults, raising their prices faster than a Hallmark plot unfolds to maximize their sales. It is estimated that individuals in this age group typically spend around $189 on Valentine’s Day gifts, demonstrating how the holiday encourages more lavish spending over time.

But is Valentine’s Day truly about love, or just a marketing ploy wrapped in a pink bow? The holiday is deeply commercialized, appearing in every major retail store with massive displays pushing themed products. For example, Walmart has a large section full of Valentine’s Day gifts, candy, and decorations near the entrance, strategically placed to catch the eye of shoppers. The strategically placement of heart-covered merchandise is not just a festive display – it is a calculated move to drive impulse purchases and make sure shoppers feel the pressure to buy.

How much pressure? Try $27.5 billion worth.

That’s right – Americans are expected to shell out a staggering $27.5 billion on Valentine’s Day gifts. That is enough to fund at least 27 rom-com sequels.

“Valentine’s Day has become a societal expectation, with many people feeling the need to celebrate the holiday in some way. This has led to a culture of gift-giving and spending, which has contributed to the commercialization of the holiday,” a reporter from FlexiSpot.com said.

A single day of love should not require an investment portfolio, yet businesses have crafted the holiday into an extravagant spending event – from chocolates and flowers to overpriced jewelry and restaurant bills that mysteriously double for “Valentine’s Day Specials.”

Mainstream media plays a substantial role in advertising the holiday’s romantic ideals.

Television commercials, social media campaigns, and influencer promotions fuel the expectation that Valentine’s Day must be celebrated in grand fashion. Apparently, if one is not handing over a dozen roses and a handwritten love letter while a violinist plays in the background, one is doing it wrong.

While some genuinely enjoy the holiday, it is impossible to ignore how much of the excitement is artificially manufactured. Many feel pressured to participate, fearing that skipping out might disappoint a partner. Thus, the cycle continues, and Valentine’s Day remains the third most expensive holiday, reflecting how deeply intertwined love and consumerism have become in today’s society.

Yet despite all this capitalist-fueled romance, there’s still something sweet about celebrating love – even if the price tag keeps growing.

“It’s the person’s fault if they spend too much. Just spend the amount you can that fits in your budget and your partner will still be grateful – if they’re good – because it’s the thought [and] effort that counts,” West Chicago Community High School senior Luke Turley said.

Despite the high price of romance, Valentine’s Day does bring people together and encourages them to express their love more openly. The essence of the holiday remains, and it is still worth participating in at least once to show appreciation for a loved one. A $7 box of chocolates is just as valid as a fancy, candlelit dinner – assuming one does not get charged for the candlelight.

Valentine’s Day is a holiday that everyone can participate in. The idea that having a partner is the only acceptable way to celebrate is simply false. Love is not limited to couples – after all, a family pet can be a shoulder to cry on after every bad date. Moms, dads, brothers, sisters, and friends are just as worthy of appreciation. A heartfelt gift or a special dinner reservation is not reserved for romance – it is for anyone one cares about.

However, it is no secret that corporations have hijacked the holiday to maximize profit. Companies do not just encourage spending – they count on it. Prices mysteriously rise just in time for February 14, knowing that consumers will pay extra for the “perfect” gift. It is a tactic not unique to Valentine’s Day but exaggerated by the holiday’s emotional weight.

Valentine’s Day is often seen as a corporate marketing scheme – a day when businesses artificially drive demand for gifts that people would not necessarily buy otherwise. However, this doesn’t mean anyone should feel guilty for celebrating. The key is to separate genuine love from corporate manipulation.

As the saying goes, “Money comes and goes”. No one needs an overpriced teddy bear, a bouquet that costs more than an electric bill, or a $100 dinner to prove their feelings. Love is not about the price tag – it is about the thought, the effort, and the moments that truly matter.