IS VALENTINE’S DAY A BUSINESS STRATEGY?

First Published: Monday, February 16, 2009

Most of people in the world concurrently celebrate Valentine’s Day on February 14th although no one country publishes that in that day is a national holiday. People said that the history of Valentine’s Day is to celebrate St. Valentine’s Day, a martyr from Roman Catholic Church. It is slightly confusing; because based on The Catholic Encyclopaedia (1908), the name of Valentine refers to three names of martyrs or saints. However, people believe that Valentine’s Day is come from the name of St. Valentine of Rome, a priest, a candidate of bishop in 143.

History of Valentine’s Day

Shortly, Valentine is a name of Roman Catholic priest who refused to leave his religion when Roman Emperor Claudius II led. In that era, the Roman Emperor had been ambition to build huge military soldiers, but men did not want to join because they did not want to leave his wife and family. Roman Emperor was so angry and he commanded to forbid marriage in his region. Someday, he gave married blessing to a couple. He was captured and jailed. Then, many people visited him including jail guard’s daughter who can increase his spirit. Before his head cut-off in 14 February 269AD, he was able to write a message to the girl about her care, support and help during in jail. The end of the message, he wrote: “With Love from Your Valentine”.

Over the centuries, February 14th is signed as Valentine’s Day the symbol of Love Day in the world. People send gift-giving and handmade cards every year in that day. Miss Esther Howland note as the first person who send the first valentine’s card in the 1840s. After this day, Valentine’s Day become a great moment and event in the world until today especially adolescents.

Business in Valentine’s Day

After 1840s, Valentine’s Day became popular. Miss Esther Howland was able to start her business of mass-production valentine’s cards. This is a good business strategy that she made. Yearly, this business grows not only valentine’s card, but also chocolate, flower, confectionery, candy, doll, and accessories. Businessman and company use the moment of valentine to sell their product.

Before Valentine’s Day, the types of business like chocolate, flower, confectionery, candy, restaurant, cafe, bar, super mal, post, package, doll, and accessories usually get a higher demand. Businessman and company should well prepare to get high profit during this moment. Good planning and marketing is the key of success in this moment.

The U.S. Greeting Card Association estimates those approximately one billion valentines are sent each year worldwide, making the day the second largest card-sending holiday of the year, behind Christmas. The association estimates that, in the US, men spend money in average twice than women. However, greeting card companies should make another strategy because technology growth fast. People begin change from greeting card by post into electronic card by internet.

The first time, Valentine’s Day was not a business strategy. But businessman and company use the moment of Valentine’s Day to make a business strategy to grow their market and demand.

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