By Merrylyne Cherotich
Valentine’s Day is the day of love. February 14 is traditionally a gift-giving day which over the years has become a worldwide phenomenon. What sets the Valentine’s Day gift-giving occasion apart from others is that it represents exclusively an occasion when individuals in a romantic relationship express their love and affection through strong symbolic gifts.
It has also been associated with lavish consumption, rituals, and expectations with the romance displayed with store-bought and marketing-driven exchanges, contrary to the unique personalized, and intimate nature.
Different behaviours have been associated with Valentine’s Day ranging from the areas of gift exchange, Valentine card exchange, affection, food and drink preparation and consumption and grooming/clothing. Many of these behaviours revolve around intimacy and sexuality. Some key meanings associated with these behaviours include belongingness, altruism, affection and intimacy, mutual expectations, self-gifts and negative feelings.
Valentines has further been associated with extremes that consumers either love or hate it. Commercialism and marketing communications have contributed to consumers’ feelings and experiences concerning their love or hate for this day. For example, many advertisements depicting couples and affection flood the market as early as a month before February 14th – triggering a mixed feelings of warmth or disgust.
For some, it is a time to celebrate love and express gratitude, commitment, and fidelity to romantic partners. For others, Valentine’s Day season is anything but joyous, as reflected in recent alternatives to February 14th, such as Anti-Valentine’s Day and Singles Awareness Day parties as seen in the United States.
Whether Valentine’s Day is loved or loathed, roses and chocolates are pervasive cues around the Valentine’s Day season. Males are inclined to use gifts as a form of nonverbal communication. Females engage in self-gift behaviours, especially with grooming rituals.
MYDAWA has a Valentine’s Day special where you can surprise your loved ones with these unique gifts that will definitely live them happy and content.
As we celebrate this month of love, it is important to ensure that we protect our loved ones by ensuring that we are prepared, for example, If travelling, are vaccinations required? Are there special items such as vaccines or insect repellent that you will need? Do you take medications and do you have enough for the trip? You can always order for your medication through MYDAWA. For those who take alcohol, ensure that you do it in moderation. While gifting considers that your valentine might have allergies and health conditions. Prevent sexually transmitted infections (STIs) and unplanned pregnancies by abstaining from sex. If you choose to have sex, use protectives such as condoms which can lower the risk of Sexually transmitted Infections (STI) and unintended pregnancies.
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