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Celebrating love of self

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Making the case for a more inclusive Valentine’s Day Since the rise of Valentine’s Day in the 1970s and ’80s, retailers and advertisers have centered the holiday of love around one very specific group: The Couple.

When it comes to celebrating your partners or spouses, Valentine’s Day has, through mass media, become one of the most important — and expensive — holidays of the year.

However, with 50 percent of the Millenial and Gen-Z population single or uninterested in celebrating the holiday these days, the nearly-$28 billion industry has missed out on reaching a sizable amount of the population.

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