Love? Consumerism? Or because we love consumerism?

Cupcakes in the studio (baked by Lucy)

So it's that time of year again, when people go out of their way to show that special someone how much they care with an overpriced teddy bear or a dozen red roses that cost a fortune. Valentine's Day causes such a stir, with retail businesses loving every second of our need to find the perfect card and gift. Quite often we do this last minute, despite the weeks of warnings around us in every shop we visit.







But why Valentine's Day? Where did it come from? 
And why are we so 'in love' with it?
 
The origins of Valentine's Day could go as far back as the Roman Times, however there are many stories of St. Valentine, and so the true roots of the day of love are still a mystery. Written Valentine's started to increase in popularity in the 1400s, and in the UK the day has been celebrated since the 17th Century.

Now, in the 21st Century the once humble sentiment of Valentine's Day is worth millions of pounds. According to EZBOB, you can expect the average consumer to be spending around £76 on gifts and cards. And if that consumer is female, she may even be buying gifts for her children, pets, or her friends!

Buying in to Valentine's
 
The biggest money maker is cards, with 60% of money spent on Valentine's Day lining the pockets of companies such as Hallmark. But florists, restaurants, and confectioners also get their fair share of revenue. Amazon are even offering same-day-delivery on the day itself, for those forgetful ones amongst us!

We buy into it every year, but are we doing it because we want to treat the one we love, or because it's forced down our necks? Valentine's Day is consumerism in its perfect form, everyone scrambling over each other to wow their significant others with gifts, driven by the hype caused by retailers. And, let's face it, we're all suckers for a good gimmick. But, as The Gauntlet points out, isn't every purchase decision you make just consumerism? The car you drive, your choice of coffee shop, the shoes on your feet, you had been given choices for all these items, and consumerism lead your decisions.

Let's look at it from the other perspective: brands. Without a brand, you have no identity, and without an identity, you're not very likely to have a consumer, let alone lots of them! And without a consumer, how do you expect to take advantage of consumerism? The simple answer is you can't. Your brand is everything! It will cause people to dismiss you or inspire them to queue down the street. Getting it right is paramount, especially when it's a necessity to stand out from the crowd, and on a day like Valentine's Day, that is a must!

If you feel like having a consumerism-free Valentine's Day, why not strip it back and make something for that special person in your life, or those special people if you're all about sharing the love. Here in the studio we are celebrating with cupcakes!

We hope that whatever you decide to do, you have a lovely day. Tweet us with you plans @ubd_studio


Sources of information:
http://www.history.com/topics/valentines-day/
http://www.thegauntlet.ca/story/valentines-day-and-consumerism
http://www.ezbob.com/valentines-day-consumerism-at-its-best/