While many will stand before their mirror popping a new red or pink polo for Valentine’s Day, I will proudly accessorize with my “Happy Hallmark Holiday” pin.

As far back as middle school, I realized there was something fishy about Valentine’s Day. Especially today, as a student of public relations, I am beginning to recognize the brilliance of companies like Hallmark, Zales and the myriads of flower shops that roll in the dough come Feb. 14.

It’s a day for tugging on the heart-strings of people everywhere, a time to convince them to buy and buy for the ones they love. Heck, why wouldn’t they? Year after year we buy into this scheme.

Aboutflowers.com shows that Valentine’s Day ranked third in holiday flower sales after only Christmas and Mother’s Day last year, and nearly 180 million roses were produced for it.

First, I should concede that stories about the origin of Valentine’s Day do exist, and perhaps Jane Doe Hallmark didn’t actually concoct the idea over a cup of Starbucks and a good greeting card. However, for those who cite the long tradition of Valentine’s Day and the great emotional significance it has for you, I am forced to ask you what you really know about it.

This whole commentary is more ironic because I am a hopeless romantic and am by no means bitter regarding love and relationships. I suppose I have always stood by people celebrating the days that were significant to their relationship, though, and not ones dictated by candy and flower companies or obscure folklore many of us don’t even know.

I realize I won’t convert many. You are not about to cancel your dinner plans and return the “You’re So Hot Right Now” chalky hearts, but I simply ask for your consideration.

In a society full of fads and materialistic trends, it is easy to see how cutesy advertising hooks us every time. We start in pre-school exchanging valentines as a norm, so why wouldn’t our investment in the day increase to mirror our more intimate relationships?

Retailindustry.about.com cites the National Retail Federation’s 2006 Valentine’s Day Consumer Intentions and Actions Survey that estimates the typical consumer will spend approximately $100.89 on Valentine’s Day. On the SMU campus, I can assure you this number is laughable.

Numerous SMU students have asked me for gift ideas and said their range wouldn’t exceed a few hundred dollars! For those who won’t directly spend hundreds on their significant other, things like new clothing, manicures and haircuts surely compound indirectly.

I just ask that you honestly consider why this day is so important for you and why it makes you flap open your wallets or unzip your Coach change purses so willingly. Because Hallmark said so? Because society said so? It’s time for people everywhere to take some stance against the consumerism that is propagated on Feb. 14. Don’t be anti-love by any means, but be able to recognize fabricated “holidays” that don’t hold a scented candle to days like Christmas and Mother’s Day.

Kara Maiella is a sophomore CCPA major. She may be contacted at [email protected].