With more than £69 million spent on Valentine’s flowers last year, there’s no denying that this day doesn’t come cheap.
A sentimental tradition from the Victorian era that is steeped in ancient Roman traditions, February 14 is exploited for its commercial possibilities.
But when and, most importantly, why did this holiday become so expensive?
It could be down to social media, which comes with the competition of making one’s life appear more interesting, or maybe romantics out there will argue the day still remains necessary.
I thought I’d ask my gran for her opinion on the whole frenzy as she’s been married to my granda for over 50 years: “Do you both celebrate Valentine’s Day?”
She replied: “No, and we never have. I don’t need overpriced flowers to know he cares. Your granda brings me a coffee and slice of toast every morning in bed. We have our own traditions.”
My gran’s wisdom doesn’t diminish Valentine’s Day. She instead stressses the importance of showing how much you care every day, and not just on February 14.
Maybe that’s what’s lost on this £987 million industry. We shouldn’t buy something because we have to but instead do something because we want to.
This increasing pressure of buying material items has an impact on our wallets and, if eharmony’s recent statistics are anything to go by, a quarter of us in the UK think Valentine’s Day is a waste of money anyway.
This year, the answer could be a cup of coffee and a slice of toast. Okay, maybe two slices.