Love it or hate it, Valentine’s Day, as it is observed today, is special for those to whom it is a throwback to its romantic origins. One of the most popular legends has it that Saint Valentine, the Roman priest credited with performing weddings for soldiers forbidden under an edict to marry, is believed to have worn a ring with a Cupid on it, thus helping soldiers recognize him.
At such weddings, he handed out paper hearts to remind them of their love for God.The prayer named after the patron saint of love asks Saint Valentine to connect lovers together, so that two become one, and the couple remembers their devotion to God. Now, if you add to this legend pure commerce, the craze and the ravenous market for heart-shaped and heart-themed greeting cards, gifts and other symbols of love become obvious.
Fast-forward to modern variants of love as well as the irresistible urge to splurge gifts on one’s romantic interest, one may doubt whether its pristine origins have been distorted today when one hears about self-love, same-sex love, live-in partnerships, free love, and, what not. Whatever it be, the commercial twist to the evolving concept of love continues to run its course, with its spiritual connotations making way for crass materialism.
Expressing love and affection via material stuff in all its creative forms has become inevitable to feel valued by the significant other.Tanisha Saxena highlights the reach of the businesses that are out to set hearts on fire while unabashedly burning a hole in your pocket.
Ernest Dudley Chase, in the 1926 book The Romance of Greeting Cards, depicted a somewhat peculiar custom on the morning of February 14th. He writes: “It was the practice on Valentine’s morning to go out of doors and challenge the first person of the opposite sex who came along; the person thus challenged was required to make a present to the challenger.
“Good morrow, ‘tis St. Valentine’s Day’ were the only words spoken…” He went on to describe how handcrafted Valentine messages were created and sent as early as 1667, but never offered commercially for sale. It wasnot until the early 19th century that countries began producing factory- made Valentine’s Day cards.
Archies created a revolution in the ’80s and ’90s with its greeting cards and posters. Today, it has evolved into a gift store chain. Speaking on the trend and the value of greeting cards, Anita Chhokar, planning manager at Archies,explains: “Greeting cards still hold a value in our digital age. It’s simple: how would you feel if you were gifted a greeting card wishing you birthday, anniversary or just love?
The happiness enveloping is what is supreme! It also depends on an individual and how they think about expressing love through gifting. Our way of expressing might have changed over the years but gifting has remained unchanged. People still like greeting cards and other kind of gifts for their loved ones.”
Archies reported a gross revenue of Rs 21.62 crore, which was higher by twelve per cent as compared to its performance in the previous quarter of FY 2021-22. “This year the company has introduced domestic creations of Valentine’s day in gifts and paper products. All products are specially designed, handcrafted by Archies with fantastic packaging. We have got very good response this year from across India,” says Anita.
Into this love-crazed fray entered Richard Cadbury, scion of a British chocolate manufacturing family and responsible for sales at a crucial point in his company’s history. Cadbury is believed to have improved its chocolate-making technique by extracting pure cocoa butter from whole beans, producing more palatable drinking chocolate than most Britons had ever tasted. This process resulted in an excess amount of cocoa butter, which Cadbury used to produce many more varieties of what was then called “eating chocolate”.
Richard recognized a great marketing opportunity for the new chocolates and started selling them in beautifully decorated boxes that he himself designed. That’s how the tradition of chocolates started on Valentine’s Day!
Deepa Reddy, owner of Foncé Chocolatier and Café, observes: “Chocolate is variously called as love drug. Chocolate is proven to produce a natural high which elevates a person’s mood, and this is often equated to feeling in love…
It helps in elevating the mood and inducing the feelings of love and chocolate has always been a forever constant companion. As chocolate reflects the power of love, we have exclusive heart-shaped chocolates for Valentine’s, we make artisanal chocolates. Box of chocolates are always special for expressing love.” Fonce has unleashed Valentine’s Day special collection of chocolates including dragee-filled chocolate hearts, rose and raspberry petit gateau, red wine sangria petit gateau, bailey’s bon bon and gianduja bon bon.
Several brands are catering to the aura of Valentine’s Day. Tata Starbucks’ range of limited-edition beverages, delicacies, and merchandise is designed to gush over. The Valentine’s special menu by Starbucks include the much-awaited red velvet cheesecake beverages, available in hot, iced and Frappuccino variants, heart-shaped cakes in variants like red velvet &orange and Dutch truffle gateau.
While we are discussing greeting cards, chocolates and all, dining remains a very personal and sensitive zone where people just don’t compromise. Recently, dining experiences and date outings have been picked by people across age groups because of the exposure to web-shows. Just like the way DDLJ gives us the composition for a perfect family and most significant romantic love story, lately, films and web series have been trying to make us imagine how sitting in a fancy restaurant with your loved one is probably the best way of celebrating love. Restaurants therefore are major players in the business. Strawberry and baked brie, kataifi wrapped feta cheese served with pepper coli sauce or blackened shrimp avocado cucumber bites: these mouthwatering dishes are some of the highlights of the menu that Taro Hyderabad is releasing this Valentine’s!
The romantic spots tend to be ones that are intimate, where you’re willing to linger over a few good bites, enjoy several glasses of wine, and listen to soothing music. Agreeing with this idea of a romantic date is chef Nitin from Taro. He says, “Couples book in advance as they figure out everything super advance. We were 80% booked in the beginning of February itself for the day. Some surprise is there for our guests as well which we don’t want to reveal, but overall, it would be great experience for people dining at our place.”
More than half (52%) of consumers celebrated and spent an average of $192.80. This is up from $175.41 in 2022, and the second-highest figure. The Associated Chambers of Commerce and Industry of India highlights the spend and dynamics infused by this festival of love. And Corporate India is happier than ever. The history of Valentine’s Day flowers dates to the 18th century. Introduced by Charles II of Sweden, the custom of sending floral bouquets to pass on non-verbal messages became more mainstream.
In fact, each type of flower has a specific meaning attached to it, making it possible to have an entire conversation using only flowers. Referred to as floriography, or cryptological communication, it is simply a communication type through the arrangement of flowers.
Red roses meant – any guesses? — ofcourse, romance! Naturally, it is the flower most widely given on Valentine’s Day. Pink roses mean gratitude and appreciation, whereas white symbolises innocence and purity.
Carnations, another popular Valentine’s Day choice, means an aching heart and admiration! We got in touch with FNP (Ferns ‘n’ petals), a gifting portal of 28 years’ standing. Its AGM, Sangeeta Chaudhary says: “The theme of this year is timeless love and it’s for the first time that FNP media has shot a campaign around Valentine’s. Flowers have always been the favourite, elegant gift choice. In fact, the entire campaign beautifully communicates the idea of love transcending boundaries.”
People in general and particularly those in love have a special liking for accessories too. The answer lies in diamonds, gemstones, or precious metals. Valentine’s is just that perfect moment for people to show affection via accessories.
Nihanth Raja, senior marketing manager, PMJ Gems & Jewellers, shares: “Jewels have always been our favourite and partly because of our cultural ethos. On occasions and otherwise it is symbolic of love and commitment. This year, we have placed photo booths across the stores and are inviting people to see our exclusive collection. Apart from this cute thing, we are doing a campaign called ‘Celebrate with Solitaire’. Plus, people visiting the store will be getting a chance to win free solitaire. It will be a lucky draw and at the end of Valentine’s Day, we will be announcing the winners from all our respective stores.”
Apart from all the existing ideas of gifting, customized gifts are recent add-ons. Talking about the practice, Haimanti Bhattacharya, relationship advisor, throws light: “Customised gifts have risen to popularity because of the whole personalised angle that is heart-touching for people. There was a time when hand-made cards and gifts were immensely appreciated by not only partners but also friends and family.
In modern times, we can choose from an array of customisations available in gifts that add the personal touch because even customisation requires effort. We need to know their preferences, likes and most importantly what touches their heart. Customised gifts make a person feel that the others made efforts instead of buying a generic gift. It makes them not only feel special but also treasure the gift.”
Dwelling on the nature of gifting, Haimanti Bhattacharyatells us how gifts become the selling point of relationships. “In a perfect world, a relationship is based on love, trust and companionship but in the real world many a times gifts affect a relationship in a strange way. Sometimes partners swoon over gifts, making that the main USP of the relationship, ignoring the negatives of the person.
Sometimes it also becomes a habit to give a gift to resolve a fight, the gift being the material way of showing an apology instead of rectifying what caused the fight. In the longer run, the relationship gets strained because the root cause of the problems is overlooked by pricey gifts and in cases of impressing someone with gifts, the love remains until the ability to give gifts does. Many youngsters choose a partner on the ability to splurge expensive gifts on them, misplacing that with genuine interest and love. So, yes it is a big selling point but on the wrong grounds.”
Wealth is tied to emotion as is evident from the marketing around Valentine’s Day. “As harsh as it sounds, wealth plays a huge part in human emotions in our material world. Relationships go south when our careers are at stake or finances are rocky as we are emotionally too disturbed. The fact that financial security brings happiness to a couple can’t be ignored either. Everyone likes a fancy vacation, romantic conversations at a fine dining restaurant, gifts and more. All this requires money and the lack of it breeds bitterness, eventually if not right away. Wealth is the hidden factor that is directly related to human emotions. A secure bank account makes everyone happy and a depleting one; tensed. Money might not be the answer to happiness but the lack of it can certainly cause emotional turmoil,” adds Himani.
Dr Rajesh K Pillania, a researcher and trainer on happiness in India, popularly called India’s Happiness Guru, believes that relationships are the main source of a happy, healthy and long life. Spending time together, celebrating and giving genuine appreciation is a very important requirement for maintaining good relationships with your partner. Having said that, it does not require expensive out-of-budget gifts. Wealth shouldn’t be playing a role in relationships. Financial security is the practical approach however in every relationship.
Echoing similar thoughts, Dr Shekhar Reddy, psychologist from KIMS hospital, gives us a psychological perspective of celebrating love and the commercialization of the day. He begins, “Love is not tied to gifts or meals or surprises — or even, at times, liking one another. The most important thing is need. Whatever is done more than needful is unnecessary or avoidable.
Imagine, two people are sitting in a cafe sipping red wine and discussing stuff but the same could happen at home as well. It’s about time that we need to understand that it’s a societal pressure. We all understand that love needs to be expressed but that doesn’t necessarily mean it has to be expressed with expensive gifts. Making time for each other, sharing things, and slowing down a bit can also be one of the ways to celebrate Valentine’s Day. The marketing around the day has affected the psyche of people. Now, it’s more about social media show off than actual feelings.”
At the end of the day (okay, Valentine’s Day!), it is simply a choice between showing off exaggerated or even disguised feelings in a priceysetting and expressing genuine love in a simple manner.
