by John Roberts

Created on: January 24, 2010

Consumerism and commercialism go hand in hand when it comes to Valentine's Day. No, really? Buy and selling is what it is all about. Forget about love and romance and all that stuff Valentine's Day is supposed to be about. Forget about the origins of Valentine's Day and its meaning. Valentine's Day is a manufactured holiday whose sole purpose for existing is to sell flowers, cards, candy, movies, dinners and businesses have done an excellent psyche job on the masses.

Women expect to receive something and it had better be something good. I can remember a female co-worker complaining her significant other had presented handpicked flowers and a homemade card. Her disdain was derived from an attitude that he was being cheap and not displaying the appropriate love and affection. That is a reflection of the reality of today's consumerism driven world in which love and affection are measured by how much money is spent. Some women would no doubt appreciate the sincerity, creativity and personal touch of her guy picking flowers himself, making that heartfelt card or doing anything inventive that does not involve the use of a credit card. But unfortunately those women appear to be in the minority and corporate America would like to line up those guys and shoot them.

The audacity of a man to take the time and design a card and dream up his own words of love when Hallmark has gone to all the trouble to the work for him. And how "tacky" to pick some old imperfect buggy flowers when Conroy's will be happy to deliver pristine floral arrangements for a tidy sum. Do not forget the mylar balloons! How dare a man count calories and not buy any sweets. How is See's Candies to stay in business? Valentine's Day is a major date on the calendar for card, flower, candy and other businesses relying on that bill of good sold to the public that it is imperative that you purchase something to express your feelings.

Restaurants also look to Valentine's Day as a business bump. You have seen the ads for romantic dinners on the town. Even night clubs get in on the act with Valentine's Day and singles parties. For high rollers and sugar daddies, nothing says you care more than expensive baubles and trinkets preferably in gold. This jewelry stores cash in. Valentine's Day is also circled on Hollywood's calendar. Every year sees a rash of romantic comedies aka chick flicks vying for that romantic date dollar. This year saw "When in Rome" and "Valentine's Day."

There is nothing wrong with participating in this but the bottom line concerning Valentine's Day is profits not sentiment.

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