News Editor Tamara Greatrix explores how Valentine’s Day has degraded over the years, citing social media as the culprit
With Valentine’s Day just behind us, I am sure I am not the only one wondering why we continue to celebrate a holiday that has transformed love into a commercial spectacle. From Galentine’s to Palentine’s, the celebration of all forms of love appears to have proliferated. Do we really need a designated day to impose artificial affection upon our loved ones, or has it merely developed into a marketing opportunity that generates pressure on our relationships? Admittedly, we may not shower our partners with gifts and grand gestures 24/7, but when Valentine’s Day rolls around, doesn’t an entire day of extravagant displays unintentionally fuel a more toxic form of affection, which we have all criticised as ‘love-bombing’? All of this begs the question: has a once-wholesome tradition been warped into another example of societal pressure dictating how we express our emotions and show love?
“Do we really need a designated day to impose artificial affection upon our loved ones
Valentine’s Day has become increasingly commercialised in recent years: with social media platforms like TikTok amplifying the pressure to go above and beyond. As our feeds fill with 30-second snippets of lavish gifts, over-the-top surprises, and seemingly perfectly curated date nights, it’s no wonder that many people feel their celebrations are inadequate. What once could have been a simple expression of love, a chance to strengthen the bond between two partners, has now transformed into a competition of who can display the most extravagant show of affection.
For those who are not inclined towards grand gestures, or who, amid a cost-of-living crisis, may lack the resources for them, the pressure to perform in this online spectacle can be overwhelming. Some have chosen to forgo the holiday, with numerous Reddit threads and TikTok discussions dedicated to the topic, exploring the discomfort many feel towards the celebration. Redditor IcedWarlock coined the day ‘corporate love day’, with Rise_03 expressing their distaste for the celebration, ‘I’m sick of hearing about [Valentine’s Day] everywhere. I think it’s overhyped.’ However, for many, opting out may not be as straightforward as it seems, with the ever-present fear of disappointing their partner looming over them, making them feel cornered into celebrating a day they may not even believe in.
“Valentine’s Day, along with relationships in general, has in recent years turned into a hyper-competitive environment
Valentine’s Day, along with relationships in general, has in recent years turned into a hyper-competitive environment in which individuals feel compelled to uphold an idealised version of romance that starkly contrasts with the reality of most relationships. It feels like every time I open social media at the moment, there is a new trend, or new product I need to engage with and I think this growing influence of social media platforms has undeniably played a pivotal role in the rise of unrealistic expectations. Not only are we told how we should perceive ourselves but also for how we should expect others to treat us. What was once a deeply personal expression of affection has evolved into something that feels more like a performative display, where relationships are measured against perfectly edited content. People are no longer simply celebrating their love intimately; they are now competing to showcase just how extravagant, unique, and special their love is, making relationships in the 21st century feel superficial to many.
However, this isn’t merely a matter of feeling inferior; the idealisation to which we are exposed daily on our feeds is generating an entirely new form of financial pressure. Social media influencers and creators, like @christianna816 on TikTok, often share content showcasing extravagant bouquets of flowers, giant teddy bears, and excessively costly gifts, pairing this with captions such as, ‘Don’t know how he’s going to top last year’s Valentine’s Day.’ The message is unmistakable: more is always better. For many, this establishes an unattainable benchmark. The expectation has shifted from a genuine exchange to opulent displays of affection linked to rampant consumerism, with ‘Valentine’s Day Prep’ even becoming a trend in its own right. Users on TikTok are rushing to showcase their intricate routines, from elaborate skincare rituals to complex gifting processes, all in anticipation of the holiday. One thing is certain: it is no longer solely about love; it is about performance, and it’s placing those who cannot or choose not to partake in this hyper-consumerist culture in a difficult position.
“The message is unmistakable: more is always better.
All of this raises an important question: have we lost the true meaning of Valentine’s Day and what it means to be loved amid the noise of social media, commercialisation, and expectation? I firmly believe Valentine’s Day shouldn’t be a competition. Alternatively, it should serve as an unnecessary reminder that the people who love you will continue doing so.
Happy Valentine’s Day x
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