Valentine's Day not Just for Lovers Anymore

Contact: Mike Laberge
Phone: (207) 581-3756

VALENTINEÏ€S DAY NOT JUST FOR LOVERS ANYMORE, UMAINE PROFESSOR SAYS

ORONO -- It began long ago as a special time for lovers. But modern marketing has transformed St. Valentineπs Day into a commercial holiday for all to enjoy, according to an assistant professor of marketing at the University of Maine.

Kim McKeage, who joined the UMaine faculty in 1994, says Valentineπs Day has become an occasion for people to express not only romantic love, but also goodwill. Although roses still top many gift lists, the popularity of smaller, more inexpensive items such as stuffed animals is growing. Humorous greetings are becoming more common.

Good marketing has changed the nature of the holiday, which has joined Christmas and Motherπs Day as part of the Big Three for candy makers, card companies and florists.

≥Card companies, especially, have led the way trying to broaden the appeal of the holiday,≤ McKeage says. ≥Itπs become a friendly occasion to express affection for people.≤

McKeage studies materialism in society -- how people use objects to symbolize relationships, express emotions and even create emotions such as happiness.

Traditionally, the florists, candy makers and card companies viewed Feb. 14 as a time for lovers, and they marketed the holiday accordingly. Roses, chocolates and cards dripping with syrupy sentiments were best-sellers.

But this approach left many people out of the spirit, McKeage says. Sensing an opportunity to raise sales, holiday marketers changed their strategies to make Valentineπs Day one of friendship, fun and platonic love, an occasion to show appreciation for the people in our lives.

≥It was all hearts and flowers before,≤ she says. ≥But now, in greetings reminiscent of our childhood home-room days, we have cards that can ask a friend or roommate, `Will you be my Valentine?π ππ

Timing also has played a role in broadening the holidayπs appeal, McKeage says. Seizing the opportunity to lift people out of the mid-winter doldrums, marketers now encourage people to pamper themselves on Valentineπs Day.

≥In February, people need something to pick them up,≤ McKeage says. ≥You donπt have to send a dozen roses anymore. Florists have offered lots of smaller, more inexpensive arrangements with stuffed animals and toys. You can have more fun with it.≤ McKeage may be reached at (207) 581-1989.

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