Editorial: Happy Sexist Hallmark Holiday

Valentine’s Day is often seen as a corporate holiday that capitalizes on the emotions and expectations surrounding relationships. For many, it can feel like an exclusionary event, especially for those without a significant other. This sentiment is amplified by the societal pressures that come with the holiday, making individuals feel inadequate or left out. For some, those who have experienced disappointment or rejection on this day, Valentine’s Day serves as a reminder of how these pressures are magnified, often turning what should be a celebration of love into a painful experience.

For many, Valentine’s Day means spending money on extravagant gestures, like gifts, flowers, or dinner dates. The problem is, those expectations can be suffocating—especially as a broke college student. Women seem to expect these grand displays of affection, making it hard to avoid the consumer-driven nature of the day. The expectation is that men should go above and beyond, even if it means sacrificing their own wants, needs, and often their wallets. This is where the holiday becomes not just capitalist, but also sexist.

Valentine’s Day places an undue burden on men to perform these old-fashioned, gendered roles, where they have to be the ones doing the providing. Women, on the other hand, are catered to, often being sold the idea that if their partner doesn’t make grand gestures, they aren’t truly valued. It’s a constant cycle of consumerism that expects men to spend money and energy to prove their worth, while society tells them their efforts aren’t enough unless they go all out.

Valentine’s Day often seems to push individuals, especially men, into giving more—whether through gifts, extravagant gestures, or attention. There’s an underlying expectation that men should prioritize the desires of others, sometimes at the expense of their own. With so many obligations—ranging from social pressures to academic or work responsibilities—time and energy are already stretched thin. While people may want to make others happy, the societal emphasis on grand gestures can leave little room for men to express their own wants or needs. Valentine’s Day, in this sense, feels like an environment where pleasing others is prioritized over individual well-being.

And then there’s the role capitalism plays in all of this. Companies such as Hallmark have turned Valentine’s Day into an overhyped, oversold event. They market expensive gifts and experiences, creating a false narrative that love can be measured by how much money is spent. Valentine’s Day has been commodified, exploiting both men and women’s emotions to profit from them. It preys on insecurities, forcing us to buy into the idea that grand gestures are necessary for true love, even if they’re just ways to fill the pockets of corporations.

Ultimately, Valentine’s Day is a holiday that doesn’t do anyone any favors. It excludes people who don’t have a partner, and it piles unrealistic expectations on men. The capitalist nature of it only reinforces these damaging stereotypes, leaving us drained financially and emotionally. If anything, it’s time to rethink what love and affection should truly look like—and it certainly doesn’t need to come with a price tag.