Posted by Lending Club :: February 12, 2009 @ 6:14 am

I’ve heard people say that the greeting card and candy companies invented Valentine’s Day as a way to sell their products. I’m not quite cynical enough to believe that statement, but I can understand why some people would. Whenever demand for a product is artificially elevated, prices tend to rise as well.

I don’t seem to fit the target demographic of the card companies. Most of the cards from husband to wife begin “I know I’m a jerk most of the time…” or “Just because I never tell you that I love you doesn’t mean that I don’t.” If those quotes accurately describe your relationship, then maybe you do need a day like Valentine’s Day to be forced to express your feelings and be nice to your wife. Like most men, I try to be nice to my wife all the time, so many of the Valentine’s Day traditions seem redundant or forced.

That’s not to say that I don’t buy candy, cards, and flowers, just that doing so isn’t going to make or break my relationship with my wife. In fact, buying too much at Valentine’s Day has gotten me into trouble in the past. My wife gets annoyed when I pay the artificially high prices for select items, such as a dozen roses. She’s repeatedly told me that she’d much prefer a more modest bouquet at Valentine’s Day. Surprising her with roses at another time of year is more cost-effective, and special.

Whether or not to pay exorbitant prices at Valentine’s Day is largely dependent on the giver and receiver of the gifts. For men who normally follow strict financial discipline, overpaying may actually be a highly romantic gesture in the eyes of their significant other. A recipient who has shown highly frugal behavior might instead get upset to see their significant other’s sacrifices undercut by wasteful purchases.

I would never suggest that you cut back on spending for a holiday like Valentine’s Day. If your purchases bring joy to the recipient and improve your relationship, it may be money very well spent. Just take the time to consider your reasons for buying and whether or not your purchases will have the desired effect.

How much do you spend on Valentine’s Day presents?