With a capitalist society like ours it is very difficult to maintain the line between what is important to us, and what marketing departments want us to think is important. This is how Valentine’s Day, Christmas, Easter, Halloween, Mother’s Day, Father’s Day etc, have become vile spectacles of consumerism. I do not think it is possible, or wise to get rid of deeply entrenched cultural traditions that don’t actually do anyone any harm (you can’t exactly make buying a red heart-shaped cushion illegal, or organise a protest against Easter eggs, can you). What I think we can do though, is change them for the better.
These consumer-driven festivities obviously didn’t start out that way. The first iterations of many festivals were Celtic celebrations of seasons changing. They were rooted in the environment, focused on celebrating life and the world. When Christians invaded Celtic lands the religions were combined, creating the festivals we celebrate today like Christmas and Easter. During the industrial revolution, these religious festivals morphed again to encompass the concept of ‘wanting stuff’. And with the subsequent invention of marketing, they developed again thanks to this new method of ‘making you want stuff’. And here we are. As for Valentine’s Day, it began as a feast celebrating a Saint, and then morphed (I think because of his martyrdom?) into a celebration of love, and then into the plastic-wrapped red-rose travesty we endure today.
I find it deeply upsetting to think about the way our society revolves around wanting and getting stuff. It’s bleakly shallow, meaningless and unsustainable. However, I’m also very lucky. I was raised by people who find mindless consumerism revolting, and in our house we wouldn’t really celebrate any festival apart from Christmas (which I think my parents realised they couldn’t ignore without making me a total weirdo at school). However they taught me that it was about sharing a day with your favourite people – having a relaxed, cosy time with people you genuinely like. Gifts were always thoughtful and nothing was bought ‘for the sake of it’. As a result, I don’t have a super negative attitude towards Christmas. I see Christmas as a time to spend with my loved ones, show them how much I care with thoughtful gifts, and eat good food that we all helped to cook. Christmas is never going to go away, and it is therefore better to reform it into something sustainable and meaningful than just to try and avoid it all together – because that way lies bitterness, anger and loneliness.
This has also made me more open to other festivals. Valentine’s Day is one in particular. Consumerism has made it into a fucking horrible celebration. Red hearts everywhere, shitty force-grown roses shipped in from somewhere that definitely doesn’t have ethical labour laws. Novelty chocolate flavours. The horrendous cis-heteronormativity of it all. All manner of gendered shite. I completely understand why people get so bitter about the whole thing – I think these things are utterly revolting. It should be noted that if you only hate Valentine’s Day because you’re single and not because of all that shit I just mentioned, you need to get a grip. I was single for 25 years and I never had a problem with people in relationships celebrating their love, don’t be so selfish.
ANYWAY. I guess maybe I could have cut out those 700 words and just got straight to the point, but the Philosophy student in me will never be able to make an argument without fully explaining it, so well done if you got this far. It’s time to rethink our approach to celebrating our love. What is Valentine’s Day about? Here are five ways you can help make Valentine’s Day something we can be proud to celebrate:
Do something with your friends if you’re all single. You love your friends, right? Lesley Knope it up and do something together! Get each other gifts! Have fun!
If you’re if you’re the only one who isn’t single (I’ve been there) then spend the day fucking the bejeezus out of yourself. Masturbation is an act of self-love, reclaim the it for yourself and make V-Day 100% about you. Or alternatively, have a bubble bath, put on your favourite film and ENJOY an evening alone. You shouldn’t feel obligated to go to some cringe singles event, or find someone on Tinder to spend the night with because the idea of being ‘alone on Valentines’ freaks you out. Own it. Your relationship status is not a measure of your worth as a human being.
Don’t buy the tacky shit from the shops. Get your partner something that will be meaningful for them, and them alone. Even better if you can make it something that will do good – a charity donation or a purchase from a charitable organisation, ethical chocolate, you get the idea. Brands are watching you, and if you demonstrate that you are 100% uninterested in their nonsense, they will stop making it. Trust me, I work in the consumer goods sector, I haven’t just seen it done, I’ve done it. Don’t click on the ‘Gifts for Her’ links – we notice.
If your partner loves flowers, go for it. But DO NOT get them those shit supermarket red roses. They are unethical, unsustainable and unimaginative. Get them a plant, or find their favourite blooms. The most important part? If you’re buying a bunch of flowers, always get them from an independent, small florist like Rebel Rebel.
Talk about it!! Tell people what you’re doing for Valentine’s. You can inspire others to make more positive decisions about the way they spend the day without tearing down their own choices or writing a 1k word blog post about it (sorry). All you really need to do is plant the seed in people’s minds and for many, it will grow into and idea for their own wonderful way of expressing love and affection.