Author: Patrick Anderson
Much like Marmite, reality TV shows and Scientology, Valentine’s Day divides opinion. Well, for the consumer anyway. Many of us enjoy the day that allows us to be even more romantically and fiscally foolish than normal. But there are always the hardnosed sceptics who, like my perennially single friend Pierce, denounce it as ‘just another gross manifestation of capitalism’ and that there are ‘364 other days in a year to show that you love someone’. Strong words. But largely irrelevant; the GCA’s (The Greeting Card Association) market research showed in 2011 that ‘the average spend [per card] on Valentine’s Day was £2.17 – the highest of all the categories tracked’. Supply and demand is the perfect match.