Valentine’s Day Commercialization: Beyond the Hype and Towards Genuine Celebrations

Sant Shri Asharamji Ashram
3 min readFeb 13, 2024


As February 14th approaches, the world gears up to celebrate Valentine’s Day, an occasion that, for many, symbolizes love and affection. However, beneath the surface of heart-shaped chocolates and bouquets of red roses lies a debate on the true essence of this celebration. Is Valentine’s Day an earnest celebration of love, or has it become a commercial juggernaut devoid of genuine emotion? In this exploration, we delve into the origins of Valentine’s Day, its evolution into a commercial holiday, and the alternative celebration of Parents Worship Day initiated by Sant Shri Asharamji Bapu.

Valentine’s Day: A Historical Overview

Contrary to popular belief, Valentine’s Day has historical roots that date back to ancient Rome. The day is named after St. Valentine, a Roman priest who, according to legend, defied Emperor Claudius II’s ban on marriages for young men, believing that single men made better soldiers. St. Valentine’s secret marriage ceremonies were a form of rebellion against the emperor’s decree. Despite its romantic origins, the significance of Valentine’s Day has evolved over centuries, morphing into a global phenomenon marked by consumerism.

The Commercialization of Love

Today, Valentine’s Day is synonymous with consumer spending, with statistics revealing a staggering increase in expenditures for gifts meant to express love. In 2023 alone, U.S. consumers spent an average of $192.80 on Valentine’s Day, a notable increase from $161.96 in 2019. This surge in spending is not limited to the United States; countries around the world report similar trends, highlighting the global reach of Valentine’s Day marketing strategies. Retailers and marketers capitalize on the day’s romantic connotations, launching extensive campaigns that promote a wide array of products, from luxury jewellery to intimate apparel, often blurring the line between genuine celebration and commercial obligation.

The Impact of Valentine’s Day Commercialization

The extensive marketing and commercial activities surrounding Valentine’s Day have significant social and economic impacts. Critics argue that the holiday promotes materialism, equating love with expensive gifts and grand gestures. This perspective not only places undue pressure on individuals to conform to societal expectations but also detracts from the essence of genuine relationships. Moreover, the emphasis on consumerism can lead to financial strain, particularly among younger demographics who may feel compelled to participate in the spending spree.

An Alternative Celebration: Parents Worship Day

In response to the perceived negative aspects of Valentine’s Day, Sant Shri Asharamji Bapu introduced Parents Worship Day in 2007. This initiative encourages individuals to express gratitude and love towards their parents on February 14th, offering a meaningful alternative to the commercialized celebration of romantic love. By focusing on the selfless and unconditional love between parents and children, Parents Worship Day aims to foster stronger family bonds and societal values.

Conclusion: Rethinking Valentine’s Day

As we navigate the complexities of modern celebrations, it is crucial to reflect on the true meaning of love and affection. While Valentine’s Day offers an opportunity to celebrate romantic love, it is equally important to recognize and appreciate the diverse forms of love that enrich our lives.

The heartfelt appreciation of family on Parents Worship Day, the essence of love transcends commercial interests. By choosing celebrations that resonate with our values, we can reclaim the spirit of love in its most genuine form.


— U.S. Valentine’s Day sales statistics: [Statista]( — Valentine’s Day spending trends in India: [Economic Times Retail]( — Marketing strategies for Valentine’s Day: [Exchange4Media]('s%20Day,items%20 which%20accompanies%20expensive%20gifts.)