As another February 14^th fast approaches, people all over, attached or not, are forced to ask themselves the big question: will I celebrate Valentine’s Day this year? 

The answer to this question seems relatively simplistic at first glance; if you have someone to celebrate with (i.e. a significant other) than you can celebrate.  However, if you don’t, well than to heck with it, you’re left alone to shiver in a dark corner.  Ok, maybe that’s a little harsh, but you see the picture I’m painting here.  But, as any young modern consumer is well aware, the answer to this question has become increasingly complex and multifaceted. 

Deciding on Valentine’s Day festivities has become complicated for couples who ponder this holiday, with such a wide array of gift and celebration possibilities.  Potential consumers are bombarded with advertisements for big ticket items like weekend getaways to the Caribbean, Tiffany’s jewellery, or even high end electronics.   On the other end of the spectrum, recession sensitive consumers are offered solutions like love coupons, hand-made cards or baked goods; by columnists, bloggers, and lifestyle experts.   What’s the expectation and standard these days anyways? And, are there different expectations of men and women?