Valentine’s Day arrives, and couples and friends flock to stores to shop for treats and flowers – some of which are real. Major brands display all their Valentine’s Day essentials, encouraging shoppers to buy gifts to fit the social norm. Retailers and big-name companies profit significantly as consumerism peaks during this holiday marked by obsessive commercialism.

The classic Valentine’s Day gift combination—chocolates and flowers—might seem affordable, typically costing around $19 to $20 depending on the brand. However, spending escalates as people get older. Younger consumers, particularly those 19 and under, tend to stick with smaller gifts, but as they age, they often shift toward expensive items such as necklaces, bracelets, or fine dining experiences. Some restaurants capitalize on Valentine’s Day by creating a romantic atmosphere to maximize their sales for that single day. 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 is it just a marketing ploy? 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. It’s not just a festive display—it’s a calculated move to drive impulse purchases and reinforce the idea that love is best expressed through spending.

Americans are expected to spend around$27.5 billion on Valentine’s Day gifts, a staggering amount that highlights how businesses have monetized romance.

“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 shouldn’t have to come with a price tag. Yet, Valentine’s Day has been crafted to encourage extravagant purchases—from chocolates and flowers to jewelry and overpriced dinners.

Mainstream media plays a substantial role in advertising the holiday’s romantic ideals. Television commercials, social media campaigns, and influencer promotions all contribute to the pressure individuals feel to purchase gifts and plan elaborate dates. While some people genuinely enjoy celebrating love and affection on this day, it’s hard to ignore how much of the excitement is fueled by the desire to keep up with expectations driven by marketing strategies. For many, participating in the holiday feels necessary to avoid disappointing a partner. Because of this, Valentine’s Day remains the third most expensive holiday, reflecting how deeply intertwined love and consumerism have become in today’s society.

While some people genuinely enjoy celebrating love and affection on this day, it’s hard to ignore how much of the excitement is driven by marketing tactics rather than personal choice. For many, participating in the holiday feels necessary to avoid disappointing a partner rather than as an authentic expression of love. Because of this, Valentine’s Day remains the third most expensive holiday, reflecting how corporations have embedded it into consumer culture.

Although companies often use Valentine’s Day to promote their products at inflated prices, this should not diminish the importance of couples expressing their love for one another. While it is true that “couples can just do that any other day,” Valentine’s Day serves as a reminder to show appreciation and not take loved ones for granted, whether they are partners, family, or friends.

To explore how students feel about Valentine’s Day, 100 students at West Chicago Community High School were surveyed on whether they view the holiday as a genuine occasion or a capitalist scam. The results are pictured at right/below.

“Yeah well you know I don’t really believe that, 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/effort that counts,” West Chicago Community High School senior Luke Turley said.

Valentine’s Day brings 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. While businesses certainly profit from this occasion, that shouldn’t diminish anyone’s excitement about buying a simple $7 box of chocolates. After all, it is just one day out of the year.

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. Valentine’s Day is a day to appreciate any loved one—even a pet can be included. Moms, dads, brothers, sisters, and friends can all receive a gift or a special dinner reservation.

However, it’s important to recognize how corporations have hijacked the holiday to maximize profit. Companies raise prices because they know consumers are more willing to spend, 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 wouldn’t necessarily buy otherwise. However, this doesn’t mean people should feel guilty for celebrating. The key is to separate genuine love from corporate manipulation.

As the saying goes, “Money comes and goes,” but love doesn’t have to be tied to it. One does not need an overpriced teddy bear or a $100 dinner to prove how they are feeling. Love is not about the price tag—it is about the thought, the effort, and the moments that truly matter.