A Marketer’s Rant On Valentine’s Day
Posted on 14. Feb, 2009 by Jared Degnan in Rants
For a moment, I am going to forget about being a bitter, single, elitist MBA student and talk practically about the trouble with Valentine’s Day.
First, the background….
I did some digging and it turns out that the celebration of the modern Valentine’s Day actually has its roots in several different historical practices. It seems that the modern version of Valentine’s Day is part a Christian version of a pagan sheep-herding holiday and part romantic epic featuring a roman priest named Valentine.
Since the idea of a single “true” origin of Valentine’s Day is up for grabs, let’s just settle the historical hair-splitting and say that somewhere, somehow there is a reason beyond the cards and the flowers that this day exists.
Of course in popular culture, Valentine’s Day is the holiday to celebrate the ‘magic of love’ with gifts, flowers and expensive price-fix dinners. During this time of year, popular thought is you either love Valentine’s Day because you’re with someone or you hate it because you’re alone, sad and bitter.
In fact, the Washington Post recently had an online survey of best songs for an Anti-Valentine’s Day Playlist. The categories we had to choose from feature rage, regret and revenge. This is troubling because even though I am single, I honestly don’t feel any of those things.
The Problem…
This illustrates what I think is really wrong with Valentine’s Day. Apparently, there is no room in the red velvet-clad halls of St. Valentine’s massive cathedral for someone who is just there; single, strong, and happy. My problem with Valentine’s Day; there is no corresponding holiday to celebrate the individual, single person.
Now, I’m not talking about a day where only single people get to celebrate. I am talking about a day which says “you know what – you’re good enough as you are without needing anything – or one – else to validate you! Something tells me you are never going to see this happen.
The reason you’re not going to see this is that you wouldn’t need anything to celebrate it. Gifts and flowers would be contrary to the point of celebrating someone for who they are. Oh sure. It’s easy to celebrate something when you know you can buy your way into validation and that’s what’s become so successful for consumer marketers on Valentine’s Day.
Pair this with that in marketing; it’s been the very nature of our jobs to create needs. We accomplish this by making the case that you’re not good enough on your own whether it’s in business or as a consumer. Thankfully, there are companies like Dove out there that are making inroads to the very basic point that you can market a product without telling someone that if they don’t buy it, something bad is going to happen.
The trouble with Valentine’s Day isn’t its blatant consumerism and it isn’t its seeming snub of single people everywhere. The problem is the fact that it distracts us from realizing that no matter what your ’single status’ is, we should be celebrating our own individuality and not just facing off on two sides of a “single” issue.
It tough though, to sell something by openly acknowledging, “You know what, you’re good enough without our product but here’s why you should buy it anyway. Without that burning platform of need, you actually have to sell the product on its ability to inspire your target, not just by pointing out their faults.
Be assured, marketers will still be saying “you need this because it will fix what you don’t know is wrong with you yet, for some time to come. For now though, I am going to propose we each try to, at least once, sell something by saying “you need this because its going to enhance how fabulous you are already.”
We can start with Valentine’s Day.
The Solution…
Folks, its time we had a holiday that says it’s ok to be who you are no matter what you own or who you’re with or not with. No Flowers. No Cards. No Dinners. Just you, and the ultimate form of affection – the quiet contentment of being yourself.
Put that on a holiday card, Hallmark.
5 Responses to “A Marketer’s Rant On Valentine’s Day”
Sam
14. Feb, 2009
I like thispost, Jared. I think there’s also the considerationthat it’s easier to get someone to buy something fir someone else, especially under the (sometimes) crushing weight of societal expectations – we’ve turned ourselves into a society that expects large and lavish gestures for Valentine’s Day, proposals, weddings, anniversaries, and Many other “holidays”
that are couched in showing someone how much you appreciate them.
I think you hit it right on the head by saying that the fear of inadequacy is much easier to sell than telling someone they’re OK as they are but perhaps thy should try our new product.
Scot Justice
14. Feb, 2009
In my twenties and early thirties, I was focused solely on my career. This is why I didn’t get married until I was in my mid-thirties. My observation during this period was that practically every holiday marketing campaigns can be viewed this way by singles and that it is up to the single person to either cope (negative view of being single) or figure out a way to celebrate yourself and where you are in life (positive view).
While I was single, I was involved in the Nashville Area Junior Chamber of Commerce and church adult singles groups. Both of these groups offered gatherings on holidays for singles so they would feel connected during the holidays. For instance, the NAJCC had a rather large Thanksgiving gathering for singles who didn’t have family to gather with or who couldn’t make it home for the holiday. This is a testimony to how single people want to feel connected.
Unfortunately, there are holiday related marketing campaigns that attempt to leverage the viewers emotion to provoke them to buy. These campaigns can make people not fitting the appropriate “holiday related model” to feel inadequate.
A smart marketer would figure out a way to market to singles during the holidays with campaigns for singles alternatives to married/family holiday standards.
Paige
14. Feb, 2009
Jared- Awesome stuff. As a fellow single person on Valentine’s day, I’m not angry or bitter about not having someone to share “this day of love” with, I just get nauseous when I see how it’s advertised.
My friend made a great comment about the guy she’s been dating for almost a year: “I don’t want him to spend obscene amounts of money on me for this stupid holiday. I just want to eat a nice dinner at home and have a great conversation. That’s it.” Genius! What’s better than spending time with the people you love instead of having to worry about how much you’re going to spend on each other?
So in honor of simply spending time with people I care about, I’m having a party at my apartment- singles, couples and young marrieds. Chicago-style pizza [which spells love, in my book], sweet treats and plenty of games. Because I can’t think of a better way to spend this “holiday.”
Jared Degnan
14. Feb, 2009
Great idea, Paige! In fact, my friends are having a pot-luck tonight, ourselves.
I should also mention that the one and only v-day card I do exchange are between my mom and I.
It’s weird – she’s one of the most drama-averse individuals you’ll ever meet but and we hardly make a big deal over the holidays but every v-day like clockwork, I get a card from her. It’s just one of those things
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