It’s not that I’m anti-love. But for many decades now, I’ve been opposed to Valentine’s Day. To me, it’s a Hallmark holiday with a dark and murky past—one largely propped up by American corporations to encourage spending and quietly shame the uncoupled.
Yes, I’m a lot of fun at parties.
That said, I haven’t always felt this way. I remember passing out Valentine’s cards and heart-shaped candies in grade school, stamped with messages like “CUTIE PIE,” “LOVE BUG” and the wildly premature “MARRY ME.” Aw, so sweet! And because nostalgia is my favorite flavor these days, I was delighted to learn that Sweethearts still makes those iconic candies—now updated to reflect the realities of modern dating and economic survival.
According to a recent press release, three-quarters of Americans are seeking more affordable dating options this year, with 80% saying the economy is shaping their Valentine’s Day plans. Enter Sweethearts’ new “Love in This Economy” sayings: “SPLIT RENT,” “SHARE LOGN,” “CAR POOL” and “BUY N BULK.” Romance, but make it fiscal responsibility.
“Being practical is having a moment,” said Evan Brock, vice president of marketing for Spangler Candy Company, the maker of Sweethearts. Nothing sets the mood quite like budgeting.
Candy still tops the Valentine’s wish list—especially for singles—and Sweethearts has leaned hard into the zeitgeist. Last year, evidently to woo Gen Z and millennials, the company released Situationship Boxes filled with misprinted hearts symbolizing blurry, unreadable relationships. They’ve also experimented with scannable AI tech offering access to moving trucks, marriage licenses and even “matching heart-shaped headstones for lovers who wanted something more concrete.” For Halloween, there were Ghosted Sweethearts: all-white hearts, no messages, no closure.
No word yet on whether Sweethearts plans to cater to Gen X and older adults. Though I’d absolutely buy a box of hearts labeled “WHATEVER,” “NAP TIME” and “MY KNEE HURTS.”
Maybe that’s where Valentine’s Day has landed—not as a celebration of love, but as a mirror of the times. Less “BE MINE,” more “WE’RE DOING OUR BEST.”
