February 13, 2025
Boston.com recently published an article featuring Kim Donlan, Lecturer of Marketing, discussing how Valentine’s Day is undergoing a rebrand, with younger people focusing less on romantic love and more on friendship, family, and even playful expressions of hate.
Valentine’s Day spending is at an all-time high, but fewer people are celebrating traditionally. Instead, many are opting for self-care, spending time with friends, or even shopping for their pets. Brands are adapting by embracing all types of love, and a quirky new trend is emerging – animal shelters offering playful “revenge” gifts, like having a ferret poop on your ex’s name or a dog tear it up in a chew toy, offering a fun twist on the holiday.
“It just feels good to be able to do something with the unresolved feelings that you have,” Donlan adds.
These rising playful approaches tap into the desire for lighthearted, unconventional celebrations
