In his latest article for The Conversation, Professor Sameer Hosany examines the history and economic success behind the marketing strategies for the most romantic holiday of the year

Valentine’s Day has become an economic heavyweight, with many in the UK spending over £50 on gifts and romantic gestures, while the US is expected to spend the equivalent of £22 billion this year. As a result, this holiday has become a key event in the marketing year – with some brands even beginning to capitalise on the anti-Valentine sentiment of those who don’t want to celebrate the romance.
In a newly published article for The Conversation, Professor of Marketing Sameer Hosany, digs into the history of the holiday, explaining how the day shifted from being a commemoration for a martyr to its association with romantic love, before starting to be commercially exploited during the 19th century industrial revolution. Following the success of these early pioneers, brands increasingly saw this as an opportunity to drive economic success, with many countries around the world also incorporating local traditions and celebrations into their marketing campaigns. At the end of the day, while money can’t buy you love, love can be used as a marketing tool to help drive the economy.

You can read the full article here.