Another (V) day, another dollar
After doing a quick scan of people's general reaction to the words "Valentine's Day", one would have to say it's a mixed lot, at best.
Some couples gush over how great it will be to stare into each other's eyes all evening over candlelight (though other couples say they could think of better things to do with their time). Some lonely singles will spend the entire 24 hours wishing the darn thing was over and done with for another year, others think the best gift is not expecting to receive one at all, and getting their wish.
Perhaps the real drain is not that some of us will feel short changed or depressed on February 14, but the pressure to give and receive has overtaken the whole point of the day, and there was, at least several centuries ago, indeed a point.
If you were to ask the average person to give you a background briefing on how the day came to be, most wouldn't be able to tell you. The best answer I got was "something to do with a saint." Originally, Valentine's Day, or St. Valentine's Day, had nothing much to do with love or tokens of affection. In fact, some accounts tell us it had more to do with the mating rituals of birds than exchanging cards and blowing kisses.
Like most holidays, the whole occasion has been turned into a commercial enterprise, with its true meaning and purpose lost in amongst the roses, chocolates and over-sized teddy bears. One probably can't name a day of celebration in our common calendars that hasn't been gobbled up by consumerism and its history all but lost.
Mother's Day, for example, has its roots in Greek mythology and ancient roman times. It started with the worship of goddesses and symbolic figures, rather than the role of the "mother". The concept of Mother's Day as we know it now is far removed from its origins. The first thing one thinks about in 2009 is what to buy Mum, how much to spend, where to take her for lunch. Aside from the option of buying a Hallmark card that will donate to breast cancer research, the whole process is purely based on spending and giving – for those kids who even bother, or remember to, of course!
One has to wonder whether the only national date of significance that hasn't fallen victim to consumerism is Anzac Day. There is not a lot of profit to be gained from such an occasion, unless you count proceedings from the sale of miniature Australian flags and alcohol consumption at the local RSL. It is refreshing to have a day where we do remember it for what it is, and "celebrate" it accordingly. The significance of Australia Day has been recently overshadowed by debate on what it should or shouldn't represent, Easter is chocolate eggs, with a lot more focus on the chocolate part than the egg, which is a key symbol of new life and the most important date in the Catholic Church's diary.
But getting back to our day of love, what really makes one happy on Valentine's Day, single or attached?
For some, it will be receiving a bunch of roses and sharing a bottle of champagne, at the cost of one's weekly salary. For others, it will be like any other day. For retailers like florists, confectionery and lingerie stores, and of course, restaurants, it will represent a gold mine. Is there something wrong with this picture?
Alison Gordon is Client Services Manager at Global Access Partners (GAP) and Open Forum's regular blogger on urban affairs, social trends and customs.
