Love & Dating | February 14th, 2024

What’s Love Got To Do With It?

By: Auriel Patton

Valentine’s Day is here, signifying its status as a celebration of romance.

The latest National Retail Federation and Prosper Insights & Analytics survey predicts a record-breaking spending of $14.2 billion on significant others.

Valentine’s Day has traditionally been the epitome of affection for couples, symbolized by red roses, flowers, proposals and chocolate. However, as society evolves, the significance of the holiday’s been reevaluated. 

Individuals and communities redefine the celebration to encompass a broader spectrum of love and connection.

Aesthetic Allure

The emergence of elaborately decorated hotel rooms, oversized teddy bears, and bouquets of flowers presents a captivating opportunity for marketers to engage with customers in an aesthetically driven landscape.

Alexis Bernard, an Influencer Marketing Specialist at Target, has observed increased social media trends surrounding this holiday season. 

“Valentine’s Day offers an irresistible stage for marketers, with a surge in social media posts highlighting extravagant gestures,” Bernard said. “Through strategic influencer partnerships, Target seized upon the Valentine’s Day ambiance, resulting in a remarkable surge in revenue.”

Target’s marketing initiatives not only capitalized on the visual allure of Valentine’s Day but also resonated deeply with consumers seeking to celebrate self-love, companionship and those who have passed.

Galentine’s

A rise in Galentine’s Day celebrations this year is a testament to the enduring importance of sisterhood and reflects the growing recognition of the need to uplift and empower one another in a world that often seeks to divide.

Chloe Beasley, a second-year public relations student, radiates the essence of sisterhood and cherishes the bonds of friendship. This year, she’s dedicated to celebrating the power of companionship and camaraderie.

“Valentine’s Day is all about how you spend it,” Beasley said. “This year, my friends and I are celebrating by enjoying dinner, basking in the beauty of the sunset and taking pink cowgirl-themed pictures.”

Like many women this year, Beasley has wholeheartedly embraced the meaning of Galentine’s Day, prioritizing the celebration of sisterhood and girl-power above all else.

Remembrance

Valentine’s Day holds a deeper significance beyond romantic love; for many, it’s also a time for remembrance. 

Mental Health Specialist Charlesetta Rolack emphasized that while Valentine’s Day is celebrated as a time of love, for some, it evokes feelings of grief, loss and remembering loved ones.

“As a licensed mental health professional actively responding to psychiatric emergencies in a trauma one hospital, I’ve witnessed a significant increase in individuals wrestling with depression and grief,” Rolack said. “Especially during holidays like this one.”

Valentine’s Day is not solely a celebration of the living; it is also a commemoration of those who are cherished and have departed. For some, it entails visits to cemeteries and adorning grave sites with flowers, honoring the memories of loved ones who are no longer with them.

All Love

What’s love got to do with it? Everything. 

Whether it’s the essence of romance, the depth of platonic bonds, or the comforting embrace during moments of grief, Valentine’s Day remains a celebration of love’s multifaceted presence in people’s lives.