"It's not that I'm anti-love. But for many decades now, I've been opposed to Valentine's Day. To me, it's a Hallmark holiday with a dark and murky past-one largely propped up by American corporations to encourage spending and quietly shame the uncoupled. That said, I haven't always felt this way. I remember passing out Valentine's cards and heart-shaped candies in grade school, stamped with messages like "CUTIE PIE," "LOVE BUG" and the wildly premature "MARRY ME." Aw, so sweet!"
"According to a recent press release, three-quarters of Americans are seeking more affordable dating options this year, with 80% saying the economy is shaping their Valentine's Day plans. Enter Sweethearts' new "Love in This Economy" sayings: "SPLIT RENT," "SHARE LOGN," "CAR POOL" and "BUY N BULK." Romance, but make it fiscal responsibility. "Being practical is having a moment," said Evan Brock, vice president of marketing for Spangler Candy Company, the maker of Sweethearts. Nothing sets the mood quite like budgeting."
Valentine's Day functions as a corporatized holiday that encourages spending and shames the uncoupled. Early nostalgia for exchanging heart-shaped candies and Valentine's cards persists alongside recognition of modern dating realities. Sweethearts updated its candies with economy-themed sayings like 'SPLIT RENT,' 'SHARE LOGN,' 'CAR POOL,' and 'BUY N BULK' in response to cost concerns. Three-quarters of Americans are seeking more affordable dating, and 80% say the economy shapes their Valentine's Day plans. The brand targeted Gen Z and millennials with Situationship Boxes, scannable AI tech for services, and themed products such as Ghosted Sweethearts.
Read at Metro Silicon Valley | Silicon Valley's Leading Weekly
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