He loves me. He loves me not. The clock strikes 4 o’clock in the afternoon and you’re still wandering why you haven’t yet received that text from your lover inviting you over for dinner. Well, that is because they don’t have to and you don’t need it. Every year, the intoxicated smell of red roses and the worn rosy colour fill the insides of every shop. As soon as you pass through the entrance, you are bombarded with heart-shaped balloons and the last of the new Valentine’s flavoured chocolate boxes packed inside an all -pink £20 bag, while someone is paying for a giant ‘I love you’ Teddy bear. I often think, ‘Do we even know why are we buying all of these stuff? What are we even celebrating?’
Modern times require modern measures. Marketing. E-commerce. Artificial Intelligence. But, what about true love, the one we watch on the telly? Well, it doesn’t work like that. Pop culture has created a romanticised version of love and turned it into a product. The traditional idea of love has been converted into a trade market. A bit like Christmas, we forget about the reason why we celebrate this day, its value has gone. Valentine’s day has become an irresistible excuse for offers, profit and cash, cash, cash the perfect way of spreading ‘love’ (not really). Retailers use inverted psychology to make us want to buy things, having in mind the idea of making someone’s day happy with a gift. But this is an illusion, hypocritical and fake. It is a superficial idea that provokes social anxiety. For instance, we still have teenage girls and young women that, instead of living their younger years, are constantly pressured by social media to dress up and act like 40 year old ones. Instead of enjoying their freedom, this day serves as a constant reminder of their own solitude for not having a boyfriend at the age of 15 or not being married at the age of 25. Neither seems right to have a day in which we all come together to commemorate love, when we live disconnected for most part of the year. It saddens me that the only time of the year we think about saying those three words, is when we walk downtown and see all the puffy, fluffy things reminding us that today is ‘I love you’ day.
If you want to spend more time with your loved one, then every day should be Valentine’s Day. Right? Right. For society, the only thing that matters is cash and the only way they find to make profit is by creating labels. Valentine’s Day is, indeed, in itself a label used by retailers to convert the hearts of those who look at love as a mere product, when they fall into the action of buying something to offer their special one. However, love shouldn’t be inherent in a label but in human feeling and emotion. As such, this should be a day like any other in which, you step outside, take a deep breath and go about your own life, without having the pressure and commitment to call someone over for dinner on ‘Valentine’s Day’.