Valentine’s Day campaigns reflect consumers’ wavering love for the holiday

Americans are expected to set a record in spending this year on Valentines’ Day. According to the Nation Retail Federation, spending is expected to total $27.4 billion, up 32 percent from last year’s previous record $20.7 billion.

Yet, there’s a common refrain among consumers that the societal pressure around the holiday is overrated (see New York Times’ recent op-ed: “Valentine’s Day: A Festival or a Giant Scam?”). And brands’ Valentine’s Day campaigns are increasingly reflecting consumers’ wavering feelings around the holiday.

DoorDash

There’s a whole lot of heartbroken people out there steering far away from flowers and chocolates this Valentine’s Day. DoorDash is trying to reach those people by offering to cover up tattoos of their exes’ names with images of their favorite foods. The brand worked with The Martin Agency for a social campaign, called #FoodisForever, where people can also share their new tats with the hashtag and receive $25 in DoorDash credits. A lot of tattoo parlors also offer a similar bargain. This year, for instance, Eraser Clinic Laser Tattoo Removal, The Finery, Invisible Ink and Precision Laser joined together to offer free tattoo removal of exes’ names and wedding bands on Valentine’s Day at their combined 35 locations.