Valentine’s Day is known for its consumerist excess, with various brands cashing in on romance. This year, brands are banking on the equally relatable romantic experience of heartbreak, and have introduced various ‘ex-based marketing promotions’ for the unlucky in love. Pizza Hut, P.F. Chang’s, Topo Chico, and even the City of New York and the San Antonio Zoo are using these promotional stunts.
On the other hand, Valentine’s Day is evolving. What was once a day for couples has expanded to include friends, thanks to ‘Galentines Day’ which is a concept that originated from the show Parks and Recreation. Hallmark and other companies quickly adopted this, creating ways for people to participate without a significant other.
Now, brands are taking this further by commercializing the hardships of dating and offering products and promotional stunts aimed at ‘haters’ of Valentine’s day. This trend might be evidence of the changing ways people regard one another, and how society views relationships.
These ex-oriented ads aim to appear relatable, attempting to reach the ‘holy grail’ of Gen Z values – authenticity. 30 percent of American adults are single according to a 2022 Pew survey, with around half of adults under 30 being single. Many of these individuals have had relationships in the past or are facing the challenges of dating apps, making them an untapped market for Valentine’s Day.
The change towards ‘ex-focused’ marketing may reflect a change in people’s attitudes. For example, recent generations tended to stay friends with exes, while many young people today prefer to cut people off. Notions of ‘shunning toxic people’ are prevalent due to the rise of wellness culture and self-care rhetoric which elevates personal wellbeing above all else.
Despite the commercialization of hardships, those interested can still find genuine joy in the day. Regardless of your relationship status and feelings about spending, here’s to hoping you have a happy, and hopefully not too vengeful, Valentine’s Day.
