A Hallmark Moment

As with most American Holidays, Valentines Day has its roots in a significant event, and had meaning based on this event. Over the course of time, although the meaning remains, the way that we observe this event has evolved into a marketer's dream. Specifically, how can marketers use this event to convince consumers to purchase 18 million red roses, 36 million boxes of chocolate, and countless other gifts. Whatever the methods have been, the success of this endeavor has resulted in sales of almost $14B, second only to Christmas in this respect.

The origin of Valentines day began in 270 AD. Claudius, emperor of Rome was convinced that married men made poor soldiers, resulting in a ban of all marriages in his empire. Valentine defied this order and was secretly marrying couples in violation of the decry. Claudius subsequently imprisoned Valentine, had him stoned and eventually beheaded. During the time of his imprisonment Valentine fell in love with his jailer's daughter, and prior to his death, he signed a farewell message to her "From your valentine." This phrase has been used on this day (February 14th) ever since.

The handwritten note gave way to mass produced greeting cards to show one's love for their significant other. The cards were eventually replaced by small gifts, and in the 1980's the diamond industry began to promote Valentine's day as an occasion for giving jewelry. From a handwritten note from an imprisoned man, came the second largest gift giving occasion in this country.

This development resulted from a well executed marketing program that has taken place over the past 1750 years. Appealing to the female audience, and their sense of emotion, red roses and hearts have symbolized this occasion for many years. It is estimated that 85% of all valentines are purchased by women. Whereas women view this as a special day with significance beyond another holiday, men tend to feel obligated to conform to the notion that a special gift must be purchased to commemorate this day. Evidence of this can be seen on February 13th, as men scramble to the malls and florists to justify their love.

Through commercialization, the expression of love has been associated with the purchase of a gift that represents that love. Supply and demand dictates the cost of the appropriate gifts (flowers etc), as now a premium can be charged for these items. The images of this day now translate into an expected behavior as consumers, and ultimately into high profits for retailers.

Perhaps this holiday creates an injustice to women by limiting their spouses ability to show their love at other times of the years. By dedicating one day a year to this ritual, perhaps men don't see the value of expressing this love at other times. In fact, sending roses on September 18th may mean more that sending them on a day when it is expected. But at the risk of being wrong, I must cut this short, as I have only 3 hours left before the mall closes. Happy Valentines Day!!

I love you Sandy!!