Valentine’s Day, a holiday we now recognize as vibrant and commercial, is heavily debated to have emerged from ritual, tradition and consumerism. Historians speculate that the holiday’s origins tie to Saint Valentine, a priest in 270 CE who was said to have secretly married couples despite the emperor’s philosophy on men needing to remain single, because they were thought to be better soldiers than married men. Others have traced the holiday to a Roman festival called Lupercalia which included a grand feast, fertility rituals and sacrificial offerings.
While we may never know exactly what sparked the holiday, it seems to have evolved into something far beyond its origins. What was once rooted in ritual, rebellion and intimacy, has increasingly become tied to consumption. The modern version of the holiday is no longer just about affection, but about how that affection is expressed—and how much it costs.
Is love blind to price tags? According to the National Retail Federation (NRF) annual survey, “consumer spending on Valentine’s Day is expected to reach a record $29.1 billion,” surpassing the $27.5 billion record in 2025. Social media plays a significant role in fueling this consumption culture. The pressure to post and show off has turned the holiday into more of a performative demonstration for likes and social validation.
Retailers further capitalize on this mindset by using limited-time offers and scarcity tactics which, according to ScienceDirect, increases impulsive buying and fear of missing out. Rising levels of material consumption has turned Valentine’s Day into an exchange of bills rather than of love.
Is Valentine’s Day feeding into the consumption pandemic? The holiday has become a vehicle for voracity, a common occurrence which can be attributed to the psychological human need to woo, compete and maintain social standing. In a culture driven by visibility, the foundational themes of Valentine’s Day have been altered, causing love itself to become something to be displayed, compared and judged. As the bar is raised higher and higher every year, homemade gifts are seemingly going out of style, blurring the line between sincerity and materialism.
Alternatively, love has no one year warranty, it’s the human connection uniquely brought about by the care you feel for others that can’t be reflected through money.
Yet, we’ve come to a point in our society where everything is constantly made bigger and better, and we’re now facing the consequence of the diluted meaning of love. What once felt meaningful now feels insufficient, unless it comes with a receipt to prove its worth.
Valentine’s Day is a clear reflection of the overconsumption shaping our generation. In the pursuit of impressing others, we are losing sight of the real meaning of Valentine’s. Although excessive as it may seem, perhaps the Romans had it right: real connection is rooted in tradition, connection and celebration, not materialism. We have to acknowledge that what was once automatic now requires deliberate effort into preserving humanity in our beloved traditions.
Oftentimes we need a reminder, to push ourselves to recognize this and move towards alternate options. Whether you’re spending Valentine’s Day with your lover, friend or family this year, consider bringing back serenades, poems or handmade trinkets. After all, nothing is more romantic than a questionably fragile craft made by the hands of love.
