The War On Valentine’s Day

Two weeks ago, one of my posts calling out Target for hawking a “Dump Him” sweater leading up to Valentine’s Day went viral, so I couldn’t help but circle back to the store to see if it was still there.

Curiosity got the better of me. Had they pulled that anti-men, anti-relationship eyesore? Spoiler: it was still there. But what really stopped me in my tracks this time was their expanded “holiday” section. At first glance, it looked sweet, all pinks and reds screaming romance. Then I got closer. This wasn’t Valentine’s Day merch. This was a Galentine’s Day section, a full-on celebration of singlehood, girlfriends, and self-love. No mention of couples, no nods to romance, just women toasting themselves. Don’t get me wrong, self-love and female friendships are important. But this shift feels like more than a marketing gimmick. It’s symptomatic of a deeper fracture in the bond between men and women, the very foundation of human society.

There is a new war on Valentine’s Day.

There are a lot of single women out here today, either navigating the dating field or choosing to be alone, and that isn’t a “bad” thing. I myself am not married yet, so this isn’t someone pushing her life choices on anyone else. Single women are loved and matter, too. This is about those fueling the divide between men and women, the most important relationship of all, and pushing love off the priority list for a societal focus on self, status, and stuff and their own bottom lines.

No mention of couples, no nods to romance, just women toasting themselves.

Why on earth would a mega-retailer like Target pivot from a holiday rooted in love to a made-up one on February 13th that sidelines men entirely? It’s not because they’re champions of “female empowerment,” framing us as strong, independent queens who don’t need a partner. No, it’s even more cynical.

Single women love to spend. We’re more likely to impulse-buy that throw pillow, that trendy accessory, or that overpriced candle because, without a shared life or family priorities, our wallets are wide open. Studies show unmarried women outspend their coupled counterparts on non-essentials, beauty products, home decor, and yes, those unnecessary Galentine’s Day items.

Target isn’t empowering us. They’re exploiting us. They don’t see us as fierce warriors. They see us as gullible consumers. And if that means stoking resentment between the sexes or eroding the sacred bond between men and women to create even more single ladies spending, so be it. Profit over people. That’s the corporate mantra.

Let’s peel back the layers on Valentine’s Day itself, because this Galentine’s twist isn’t just tacky. It’s a historical betrayal. The holiday traces its roots to Saint Valentine, a third-century Roman priest who defied Emperor Claudius II’s ban on marriage for young men. The emperor believed single soldiers fought better without the “distractions” of wives and families. Sound familiar? Today, corporations have a similar idea: that single, self-focused consumers, especially women, are more productive, spendthrift cogs in the capitalist machine. Corporations are our modern-day Claudius.

Corporations are our modern-day Claudius.

Saint Valentine secretly married couples, championing love and commitment in an era that prized isolation for the sake of power. He paid the ultimate price, imprisoned, tortured, and executed on February 14. His legacy? A day to honor enduring love, not fleeting flings or solo spa days.

Yet here we are, with retailers flipping it to Galentine’s, a made-up holiday that’s now a marketing goldmine. It’s not about empowerment. It’s about narcissism. Encouraging women to “love themselves” above all else while ignoring the relational foundations that build society? That’s not progress. It’s a perversion that dishonors a martyr who died for the very idea of love and partnership. As my mother said to me when I told her about the Target setup, “Can’t women celebrate themselves in the summer or something?”

This isn’t isolated to Target. The media and corporate giants are actively fueling the gender divide ripping through our culture today. Marriage rates are plummeting, down to historic lows, with only about 50% of adults tying the knot compared to 72% in the 1960s. Loneliness epidemics are surging, with reports from the CDC highlighting increased isolation and mental health struggles.

Why? Partly because the narrative pushed by ads, shows, and social media paints men as optional at best and toxic at worst. “You don’t need a man” morphs into “Men are the enemy,” and suddenly, we’re all moving away from real connection. We’re in the grips of this loneliness epidemic, amplified by social media’s echo chambers and the relentless push toward individualism.

Birth rates have dropped to historic lows, 1.6 children per woman in the U.S., per the latest Census figures, threatening economic stability as populations age. Cultural chaos is here. Fewer families mean weaker social fabrics, strained welfare systems, and a society adrift. If we don’t mend this rift, we’re facing our own downfall.

Who benefits when women stay single, childless, and chained to consumerism?

Companies couldn’t care less if this destroys families or weakens communities. Their shortsighted greed ignores the long-term fallout. Who benefits when women stay single, childless, and chained to consumerism? Not us. We’re left with full carts and empty hearts.

But here’s the empowering truth. Women hold the power to change this. It’s time to reject the call of narcissism, selfishness, and perpetual singlehood. Start by calling out these divisive campaigns. Share your thoughts on social media, just like I did with that sweater post. Don’t buy the merch that peddles anti-love vibes. Your dollars speak louder than any slogan.

And perhaps most crucially, rethink the materialistic trap altogether. Do we really need another mug to feel fulfilled? Instead, let’s prioritize what truly matters: building genuine relationships, promoting love that bridges divides, and building families that propel humanity forward.

Love is the glue of civilization. It heals wounds, strengthens bonds, and creates strong communities. Saint Valentine knew this, risking everything for it. As women, we can lead the charge against this corporate push for isolation. Value partnership over purchases. Embrace romance over retail. In a world desperate for connection, let’s honor the real spirit of Valentine’s Day and remind these companies: We’re not stupid. We’re wise, we’re loving, and we’re done being played.