Lilly Calman isn’t in the mood this Valentine’s Day for flowers, chocolates or a romantic dinner for two, especially after a recent breakup.
“I’m very angry,” said Ms. Calman, 26, adding that it had been painful to see all the holiday paraphernalia in store aisles.
This year, she found a more appropriate outlet for her mood: a Fundraising for the San Antonio Zoo who will symbolically name a cockroach or rodent after an ex and feed it to one of the zoo’s animals.
“The visual image of him being eaten by a Komodo dragon is pretty satisfying,” said Ms. Calman, who donated $25 for the rat option. She hopes the zoo will send her a video so she can arrange a screening with a friend. “I love reptiles. “I think it’s cool.”
The annual campaign has raised more than $235,000 since the zoo first launched it in 2020, highlighting the appeal of alternative Valentine’s Day rituals for people who aren’t interested in the couple .
Valentine’s Day traditions stir up strong feelings, both for and against. Do you appreciate a nice tradition? Or do you consider it a consumerist scam? Critics have criticized him for maintaining a pattern of heterosexual, monogamous relationships.
But vacations and their expenses lead nowhere; A majority of people in the United States plan to celebrate or mark the day this year, according to this year’s version of an annual survey by the National Retail Federationa lobby group for the industry.
However, these celebrations have expanded to include friends and family, pets and even yourself. Marketers are taking note and trying to find more leads that resonate even with the naysayers.
“Valentine’s Day is a holiday that has fundamentally transformed over time,” said Barbara Bickart, associate professor of marketing at Boston University’s Questrom School of Business. “Marketers are finding ways to be more inclusive and sensitive.”
The Sweethearts candy brand, for example, launched this year a “situations» edition with fuzzy writing for those who maintain indefinite relationships. (They sold out quickly, said Evan Brock, vice president of marketing for Spangler Candy Company in a statement.)
What to do on Valentine’s Day itself, when couples holding roses fill restaurant tables? Marco Di Pinto organized an “Anti-Valentine’s Day” comedy in London in recent years.
Comedians will encourage singles to share their terrible stories about dating and relationships, he said. The couples will be — while having fun — roasted. “I think this celebration is stupid,” he said. “If we do a show like this, maybe people will feel more included.”
João Pedro Santos, 41, has attended the comedy show in recent years – with his girlfriend. “It’s one of the things that bonded us,” he said. “It’s about turning the whole concept of Valentine’s Day on its head.”
Spending on dating still dominates the holidays, but the demographics offer insight into a growing sector. About 30 percent of Americans are Singleaccording to a 2022 Pew Research Center survey, and more than half say they are not looking yet.
“Marketers are alienating entire groups of consumers — not only is it bad for society, but it’s also bad for business in general,” said Angeline Close Scheinbaum, associate professor of marketing at Wilbur O. and Ann Powers College of Business at Clemson University.
“It’s a great time to connect with people,” said Peter McGraw, a behavioral economist at the University of Colorado at Boulder and author of “Solo: Building a Remarkable Life of Your Own,” adding that companies could do more to meet people’s needs. to a large group. He highlighted the spending spree on Alibaba’s Singles Day on November 11, a lucrative day for online shopping in China. “It’s so easy to do in your email.”
Even the personal care market, which has become a multi-billion dollar industry, now plays an important role in vacations. Searches on Etsy for “personal gift” ahead of Valentine’s Day increased 12% this year compared to last year, the company said.
“Learning to love myself is a big undertaking right now,” said Kim McCoy, a speech pathologist in Oregon. This year, after a breakup, Ms. McCoy takes the time to form a romantic relationship. She bought herself flowers and plans to attend an evening of “ecstatic dancing” with a friend.
Naming a rat after her ex made Ms. Calman feel better, but it also helped her connect with friends and family by sharing a funny story. “Maybe platonic love is more important,” she said. “I get to spend it with people I love and care about, and doing things we love.”
Marketing around the day may ultimately hide the truth about why the holiday has persisted through time. “The point of the day is pure,” Dr. Scheinbaum said. “It’s celebrating and recognizing love – and that will never go away.”
