Valentine’s Day: All cash, no love

Consumers will spend 3.7 percent more money Valentine’s Day gifts than they did last year, says a survey conducted by BIGresearch.com, an online consumer marketing firm and the National Retail Federation. The two estimate the holiday could gross as much as $13.7 billion.
“Valentine’s Day has not just recently become too commercial,” said Nickiema Nelson, a junior criminal justice major from Oakland. “I believe that it has always been that way or at least for as long as I can remember.”
According to the survey, the average male aged 18 to 24 is likely to spend about $82 for a Valentine’s Day gift and the average female in the same age group is expected to spend about $69 for a gift.
According to www.intellmktg.com, the tradition of gift giving originated in 17th century Rome by a daughter of Henry IV when she hosted a party in honor of Valentine, one of many priests who defied the order of Roman Emperor Julio Claudius II.
Claudius had ordered a cease in unions because enlistment numbers were down in his army and he believed it to be because men did not want to leave their wives once they were married. When Claudius learned of Valentine’s disobedience he ordered him to be jailed for the remainder of his life.
“That’s one legend,” said Eva Baham, professor of world history. “As we search for the origins of this day, we search for the truths in our own relationships.”
Ahmed Obafemi, better known as Chaka Zulu, co-chief executive officer of Disturbing The Peace Records, said more people should have valentines, but not just because of Feb. 14.
“It is important to have a valentine if it is true to the spirit, not just to the day,” he said.
Some consumers feel the true meaning of Valentine’s Day has been disregarded as retail industries have attempted to shift the focus on elaborate favors and expensive gifts.
“I don’t think that Valentine’s Day is celebrated properly because like most holidays, we don’t know or have totally forgotten the origin of what it’s all about,” said Deidre Dunbar, a Southern University alumna.