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Singleton’s Awareness Day

Posted in Advertising, Media, Mel Varley, Latest reporters' blogs February 13th, 2008 by Melinda Varley

The Metro newspaper dedicated eight pages to Valentine’s Day the day before the big day. Much of it was about gifts, but there was a peculiar section on how singleton’s can secure a date for tomorrow night, or at the very least some attention.

The paper directed those lonely hearts to the ready-meal section of a supermarket and suggested looking out for signs and artichokes. It also suggested winking at work colleagues or picking up strangers on the tubes.

Somehow, I can’t image the 12 million singletons across London heading to the grocery store tomorrow night or riding the tube for extended hours hoping to catch a stranger’s eye.

Did it ever occur to anyone that perhaps people are single because they want to be? Why should we be made to feel that we should be depressed about not being in a relationship just because its Valentine’s Day.

In some countries in Eastern Europe Valentine’s Day is the first day of spring and work starts on the vineyards. In other countries in Asia it’s a day to give candy to colleagues and in South America, it is celebrated with a ritual that will help women find a husband.

In other countries, the whole of February represents the month of fertility. The world practices something that links to love in February, and marketers are cashing in.

But if we don’t be careful, we could one day lose its true meaning. It seems to me that yes Valentine’s Day is a day to celebrate love, but it needn’t be done with corny teddy bears, over-priced restaurants or heart shaped chocolates.

Meanwhile, consumers in the UK should expect to feel the pinch tomorrow (14 February) as they will be charged, on average, 10 per cent more than the normal price for Valentine’s gifts, according to a study carried out by Bauer’s Nuts magazine.

If the likes of card companies, department stores, restaurants and florist continue to over market Valentine’s Day, it could lose any meaning at all. It’s currently in danger of being labelled a ‘sham,’ and most people resign themselves to settling their lonely hearts by deciding Valentine’s Day is a day made up by greetings card companies.

Your singleton, Melinda Varley