The economic value of the romantic tradition

We may never know if ST Valentine, a martyr beheaded for the office of forbidden weddings of persecuted Christians, willingly chocolate and flowers. But we know that millions of people around the world will utilize the same items to celebrate his name on February 14.

It is estimated that in Great Britain 60% The population will celebrate Valentine’s Day this year, each of which spends about 52 pounds Gifts and other romantic gestures. Total expenses in the USA $ 27 billion (£ 22 trillion), including about USD 500 million for roses.

So the tradition of spending money on your romantic partner on February 14 seems quite well grounded. But it’s strenuous to know exactly when the link began.

Until the end of the fourteenth century, Valentine’s Day was only a commemoration of his martyrdom. The change in the direction of association with romantic love appeared in the Middle Ages and is often attributed to the poet Geoffrey Chaucer, who combined Valentine’s Day with an affair in his poem of the parliamentary parliament.

But this nineteenth -century industrial revolution caused mass production of romantic gifts. Cadbury was The first chocolate producer To commercialize the relationship between romance and confectionery by producing hearts of heart -shaped chocolate in Valentine’s Day in 1868. These boxes were decorated with painting by Cupid, rose and hearts, and sometimes they were stored for storing romantic letters and souvenirs.

And although Hallmark did not come up with this opportunity, he played a huge role in increasing popularity, selling Valentine’s postcards in 1910, and then Printing your own Greetings from 1916.

Now in the USA, in the area 145 million Valentine’s cards are replaced each year, which makes it the second largest annual opportunity to transfer cards (for Christmas).

But not only car sellers, florists and chocolate manufacturers try to take advantage of the commercial capabilities that Valentine’s Day provides. For example, this year Ikea He established cooperation with the dating application to give nine British pairs “once in a life” of the first date in the IKEA store, where they will divide meatball dinner for two in bed.

Lego launched Travel campaign In immense cities around the world, to show off floral patterns, and Coca-Cola joined forces with the Swift Food brand to create a Valentine’s subject Travel experience.

Chocolate and foams

These types of disposable marketing campaigns are only possible thanks to the long history of Valentine’s traditions that differ all over the world.

For example, in Japan it is a two -part holiday. On February 14, women often give “giri-choco” (“mandatory chocolate”) for friends and colleagues, while “Choco Home-Choco” is reserved for romantic partners. On March 14, known as White Day, men reciprocate, giving jewelry and cheaper gifts that are white (foam They are a popular choice).

Saint in South Korea are similar to those in Japan, but with the addition Black day On April 14, when lonely people gather in restaurants to eat black pasta (Jajangmyeon). In the Philippines, Valentine’s Day marks mass weddings organized by the government.

In Finland and Estonia, Valentine’s Day is known as “Friend’s Day”, with particular emphasis on non-romantic love and friendship. Similar idea, “Galent Day”which appeared in the episode of American sitcom and recreation in 2010, became a popular way to celebrate female friendship.

Love for sale

Of course, not all consumers like Valentine’s rituals. For many, pressure to romantic purchases is attached, while for others it is simply an undesirable reminder of their single status.

It can also exert social pressure and lead to feeling Duty and hatred for yourself.

But there is a market too. The mood of anti-caps inspired other ways (not) celebration, including Chocolate box targeted at lonely people.

And it can be a very valuable day for companies, immense and tiny. With high Levels of participation AND expensesValentine’s Day brings a significant raise in revenues for sectors, including retail, hospitality and entertainment.

So although it may not sound very romantic, it is worth remembering that although money cannot buy you love, love can ensure a significant growth of the economy.