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To the Love of My Life: Motivations for Gift-Giving on Valentine’s Day

I’ve received a gift on Valentine’s Day once in the past ten years. I wouldn’t consider my lackluster gift count so remarkable if I were perpetually single, but I have been romantically involved with someone on every single Valentine’s Day in the last decade! In contrast to my former partners, I derive a ridiculous amount of pleasure from giving people presents. Although I hardly need a reason to buy someone a gift (“It’s Tuesday? Cool; here’s the box set of Top Gear you said you wanted”), Valentine’s Day offers the perfect excuse for me to indulge my gift-giving fancy.

Recently, marketers have taken interest in why people buy Valentine’s gifts for their partners. One particularly interesting study focused on young men’s reasons for buying Valentine’s Day presents and what these reasons suggest about their relationships’ balance of power.1 The researchers spoke with approximately 100 men through a series of focus groups and in-depth interviews, during which the participants were asked about a Valentine’s purchase they made for a romantic partner within the last two years. Men reported three primary reasons for buying into the Hallmark holiday...

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