It is a day of a million contradictions and, while the calendar dates with romance for some, Valentine’s Day can also be 24 hours of misery for lonely people, and for couples, with undue pressure to perform miracles with a stretched budget.
Valentine’s Day can count among one of the loneliest days of the year, says relationship and intimacy coach Tracy ZimanJacobs.
‘trigger’
She says, “Valentine’s Day can be a reminder of the lack of a romantic partner. It can lead to feelings of loneliness, isolation, and self-doubt.
He added that today’s commercialization, long periods defined by retail feeds and social media in particular, has added to the emotional challenges.
Being bombarded with pictures of happy couples on social media can make people feel alone without that special someone in their lives.
The pressure to find someone, coupled with society’s expectation that everyone should be in a relationship, can make these days challenging.
The same goes for people who have lost their partners, or said goodbye sadly by death or divorce. Both can be traumatic.
NOW Read: Love every day, not just on Valentine’s Day
‘love reminder’
Ziman-Jacobs said: “This can be a very difficult time. The day can cause sadness, grief and longing for the lost partner. They can feel overwhelmed by the celebration of love around them.
Memories of love and happiness can make losing them even more painful. But the potential emotional trauma is not limited to singles.
The pressure and anxiety of pre-Valentine’s Day performance, especially in the planning and front of cash flow, can take a significant toll on the partner in the couple, and the dynamics of the relationship can become intoxicated by the kind of pressure.
Ziman-Jacobs said: “For many couples, this holiday can bring a lot of pressure to make a big deal. The pressure to make the day perfect can cause stress, disappointment, and, in some cases, strain in the relationship.
“The expectation of big gestures, whether it’s an elaborate surprise date or a lavish gift, there’s a cultural expectation that Valentine’s Day should be a time to show love and devotion in a big way.
This can lead to an excessive sense of responsibility, which can cause stress and strain relationships.
READ MORE: Valentine’s Day trends and facts that will surprise you
Business is booming
Restaurants are almost fully booked in the East and West Rand, as well as in the north and south of Joburg.
George Kounelakis, owner of Il Gusto Restaurant on the east side, said the establishment was fully booked on the first day of February.
He expected a full house tonight, but added that average spending would fall, given the economy’s unsustainable inflation and the continued erosion of disposable income.
Florist Kylie Werner also said that with so many orders, the average cost has dropped from around R500-R700 last year, to between R300 and R450 this year.
But playing between the sheets has not felt a pinch. Online retailer Sexy Curves is reporting a big jump in turnover this year with owner Priscilla Olivier saying she has been inundated with orders.
Local sex toy manufacturer Exotic World also said orders are flooding in and business is booming this Valentine’s Day.
Also read: Five special Valentine’s Day restaurants near you