For students at North Park, all sorts of feelings come up with Valentine’s day just around the corner. As dangerous as a chubby floating baby with a bow and arrow may be, consumerism could be the more pressing monster this holiday.

While Valentine’s day represents an opportunity to express affection to those you love, it also brings about another day of national consumerism. According to the National Retail Federation’s (NRF) 2009 Valentine’s Day Consumer Intentions and Actions survey, consumers in 2008 spent an average of $102.50 on Valentine’s gifts and merchandise.

For this reason, junior Michael Huyck does not look forward to the holiday. “It’s more of a chore! With Valentine’s day, there’s always an expectation for you to do something when you’re in a relationship.” Said Huyck. “When you don’t live up to their preconceived expectations, there’s always disappointment.”

The NRF’s survey also revealed slightly more than half of people observing Valentine’s Day will buy a card, 47% choose candy and 36% go with flowers. Not very original, perhaps, but time has proven their worth. “I’ve never been in a relationship when Valentines day comes around. But I find it to be fun as long as I don’t take it too seriously,” said junior Kyle Johnson. “February 14th is just like any other day, but last year I got a bag of Hershey’s Kisses, sat in the lobby of Anderson hall handing them out to girls saying ‘Have a kiss from me on Valentine’s day.”

Valentine’s day can be seen as a way for couples to renew their romance while singles, on the other hand, may feel left out. According to a survey at UCLA Relationship Institute, approximately 14% of American women sent themselves flowers during Valentine’s Day. Some believe you have to be in a relationship to be happy on Valentine’s Day.

“I feel like people mope around if they’re single on Valentine’s day,” said junior Rebecca Ewing. “I’ve never had a boyfriend during Valentine’s day, but my friends and I always go out and do something special together. We always have a great time, regardless of if we’re single or not.”

Valentine’s day isn’t only a romantic day reserved for lovers – friends see it as an opportunity for celebration together. “Last year friends and I dressed up, cooked a very nice dinner and baked a cake to celebrate together,” said Ewing, “We’ve already started planning what we’re going to do together this year. I’m looking forward to it.” As Valentines day looms on the calendar like a giant, pink, heart-shaped apocalypse, be on the lookout for cupid on this day of love. Great ideas for Valentines Day in Chicago can be found at Metromix.

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