Home   >   Family Finances   >   Stop in the name of love. Feb 14 is business-as-usual day.

Stop in the name of love. Feb 14 is business-as-usual day.

By on February 12, 2020

As families approach Valentine’s Day, many couples in Tokyo ask the question. Why do we spend money on chocolates or gifts on Feb 14 just to express our affection for someone?

The reason is simple.  Valentine’s day is marketing.

In Japan, for example, while there is no custom of dining out as a couple or exchanging gifts, there is a practice of giving chocolates falls into 2 groups: the Giri-choco and Honmei-choco. Giri choco is what women give men in their circle (work, school, groups, etc) on Valentine’s day. Honmei choco is chocolate women give to men for whom the giver has romantic feelings. This is often given to husbands, boyfriends, or dating partners. 

Two years ago, Godiva’s president Jerome Chouchan took out a full page ad in the Nihon Keizai newspaper to send out a unique message.  It says “Japanese women, please stop the customary practice of giving giri choco to someone you have no genuine feelings for.”

Several weeks before February 14, an array of confectionery and luxury brands compete for consumers’ attention and convince even the most reluctant to spend money. Strange enough – it works most of the time. So with that said, Godiva’s message was clear – give chocolates only to people for whom you have genuine feelings. That was a brilliant message but also had marketing overtones.

The day is also a time for those in the business of love to boost their sales as social media and influencers convince customers to get away on a journey or flock to florists and jewelry makers.

This is why  brands seek to speak differently to capture the attention of consumers.
Don’t let all the say-it-with-flowers or say-it-with-chocolates talk stop you from overspending.

In the grand scheme of family life, “Love” means taking responsibility – not being behind on rent, children’s tuition fees, having enough money to pay for food, clothes, is far more important and that could bring you joy and a stress-free existence.

Valentine’s day is meant to boost sales on business, but you do not have to participate. Instead, save your money, or spend it on something smarter than Valentine’s Day.

If in doubt, take heed from billionaire Warren Buffet who said,

“If you buy things you do not need, soon you will have to sell things you need.”

About TF Tribe