In the days leading up to Valentine’s Day, pessimists may grumble about the red and white overload on supermarket shelves. Whether that overload manifests as roses or chocolates, the American economy’s valentine is clearly profit.
As our industries boom, so too does the call for consumerism. The push to buy products has intensified over time as the average American household spending for the holiday also rises. Some view this push with disdain, saying that holidays like Valentine’s Day have become too focused on gifts.
There’s no avoiding the capitalism baked into every major holiday, including Valentine’s Day — but even the most commercialized gifts can still carry personal meaning.
I believe this holiday – and the beautiful tradition of gift-giving that comes with it – does not deserve the anti-capitalist scorn that many people regard it with.
One of Valentine’s Day’s signature colors is red, commonly represented with roses. Capital One reported that for the holiday in 2025, American florists stocked approximately 250 million roses. The Society of American Florists even reported that Valentine’s Day makes up 30% of all holiday floral transactions.
A quick note to flower-buyers, though: make sure you know your loved one’s favorite flowers (or at least which to avoid!) before purchasing a bouquet. Personally, I prefer peonies over roses. But there is something sweet about the idea that someone saw beautiful flowers and wanted you to have them.
The chocolate and candy industry also sees immense profits during Valentine’s Day. The National Confectioner’s Association reports that about 92% of Americans bought candy for the holiday in 2023, and that Valentine’s sales represent “about $4 billion in confectionery sales each year.”
Chocolate consumption is a year-round activity in my book, although I remain skeptical of whether rose-flavored chocolate actually benefits anyone’s taste buds.
This year, I plan on saving up to try some treats at L.A. Burdick, a gourmet chocolate shop founded in 1987 with a Back Bay location.
Valentine’s Day offers a perfect excuse to support beloved nearby shops like L.A. Burdick while spending time with people you care about. What could be more romantic – or more delicious?
A bouquet of any size can be thoughtful if it reflects your loved one’s tastes, and a box of chocolates can become an adventure to support local businesses.
Rather than letting pessimists convince us that Valentine’s Day gifts are a tradition worth skipping, we should see the holiday for what it can be: an opportunity to celebrate the people we love.
