How Capitalism Stole Valentine’s Day
It exploited our deep desire for love and turned it into a weapon for profit.
Valentine’s Day, February 14th is here, again. The day of love is celebrated all over the world, especially in America.
Since I moved to Spain, the only thing I noticed during February was the hearts hanging in Granada’s streets. Without them, I wouldn’t have even noticed Valentine’s Day passing by.
In my village, there are no Valentine’s Day promotions or decorations. Even in Granada, only Corte Ingles has reminders of the holiday.
No surprise based on the history of El Corte Ingles.
El Corte Ingles store pioneered bringing the American department store concept to Spain, relying on advertisements. In other words, it mimicked American consumerism.
On Valentine’s Day in Spain, it is common for young couples to go out to dinner as a romantic outing, but it is not expected to be extravagant.
The holiday is celebrated more as a social event through festivals, carnivals, or dancing rather than commercialized spending on gifts.
On the contrary, in America on Valentine’s Day, consumers spent $27 billion.
Why?
