by Lorelyn Centino
Customers flock flower stalls along Burnham Park as they rush to buy presents for Valentine's Day.
February marks the season of love cards, roses, chocolates and romantic dates. But before falling into the trap of romance expressed through material gifts, try asking yourself first whether love is truly worth the "cost."
People tend to have embraced the culture of showing love and affection towards someone by giving them presents, the most common of which are flowers, chocolates, jewelry and stuffed toys. No one would argue that something is wrong with this practice, in fact, the idea alone is already romantic in itself. But what makes it problematic is when the people's urge to celebrate love on special occasions like Valentine's is being taken advantage of by the prevailing culture of commercialism and capitalism.
According to the 2019 Mastercard Love Index, Asia Pacific ranks first in the world when it comes to increases in sentimental spending for Valentine’s Day. No wonder why local businesses in the country are enticed with sudden price hikes during "love month." Mastercard, a technology company in the global payments industry, records that in Asia alone, there is a 33% increase in the total spend during Valentine’s Day period since 2016, with the overall number of transactions up by 37%.
The growth in spending on classic gifts, such as flower bouquets and jewelry are indicators of the strong expressions of love and affection among Asians.
The same study reveals that the overall spend on flowers increased by 89 percent in 2018 compared to 2016, and jewelry transactions increased by 32 percent since 2016.
Now, it is no longer a surprise to read headlines about doubled prices of flowers and classic gifts that people buy during Valentine's Day come February. From a regular price of Php20 to Php 30 per stem rose to a whopping Php50 during peak season, people would still willingly patronize blatant capitalist schemes to feel the momentary hype of Valentine's. "Never mind that you will spend twice or thrice as much on the 14th for as long as you see the love of your life happy," would be the ultimate justification. Considerably rational but questionably practical.
Truth be told, an expensive bouquet of flowers and luxurious jewelry will lose their worth once you found your partner cheating on you a day or a month after. Not to say that it happens in every relationship all the time but just to lay it down as the common cause for most break-ups. What's the point of a costly one-day celebration of romance when you will still get your heartbroken over a lie that was said or a hurtful act committed?
The point is, you shouldn't be pressured to go along with the consumerist standard that has redefined the way we celebrate this special occasion. It has become a means to monetize people's emotions that somehow made people overlook the idea that love should be valued and celebrated every day, whether it is Valentine's or not.
The history of Valentine's Day celebrations is commonly attributed to both ancient Christian and Roman tradition, with Saint Valentine's martyrdom being the center of the story. But whether its roots from an ancient Roman festival or a feast day in honor of a Roman martyr, what's undeniably clear is that this ancient tradition has shifted so much into a modern-day celebration that people sometimes tend to understand it less than its original purpose. The rise of new enterprises that cater to this special occasion has also compelled people to anticipate the material surprise more than the experience.
Love is a feeling, and feelings fade. Pessimistic as it may sound, just like love, Valentine's is a fleeting moment. One may probably argue that all the more it needs to be special. But being special needs not to have a price tag. You can always make it unforgettable without having to comply with the requirements of what makes something "romantic." Nonetheless, this coming Valentine's, be reminded that celebrating love is not just about the fancy dates and bouquet of flowers. More so, love is not exclusive to intimate relationships.
So get rid of the rants about not having a date on Valentine's, go eat dinner with your family. Watch a movie with your friends. Treat yourself for a job well done. Appreciate the simple things because love doesn't have to be expensive.
Edited by Dayanella Jucutan