Valentine's Day is the biggest single day of the year, the

"Valentine's Day is the biggest single day of the year, the biggest sale day of the year." These words spoken by Jacques Torres, a master of the craft of chocolate, resonate with the deep truth that love, in its many forms, has been commodified in modern times. Torres, though speaking from the perspective of a chocolatier, is reflecting on a broader reality—that Valentine’s Day, that annual celebration of romantic love, has become not only a day of affection and connection, but also the centerpiece of a vast marketplace where the value of love is often measured by the gifts we give and the money we spend.

In the ancient world, love was celebrated in many forms, often without the need for grand gestures or expensive gifts. Greek and Roman festivals like Lupercalia were dedicated to fertility, romance, and the rejuvenation of love between lovers, but they were celebrated with community and shared joy, not through the exchange of material goods. In fact, the ancient poets, such as Ovid, celebrated love as a powerful force of nature, something that could not be bought or sold. True love was an act of the soul, not a transaction between merchants and customers. However, over time, as civilizations grew and commerce evolved, love and its expression became intertwined with the economy, eventually leading to the modern Valentine’s Day we know today—one marked by flowers, cards, and, of course, chocolate.

As Torres points out, Valentine's Day is a time when merchants and traders see the greatest rise in sales. The entire world has become a marketplace for love, where the gifts we give have come to symbolize the depth of our affection. This trend, though modern, has ancient roots. The Romans, ever the pioneers of societal systems, were the first to commercialize certain expressions of affection and romance, marking festivals of love with lavish feasts, gifts, and grand displays of wealth. Over time, this grew into a tradition of exchanging tokens of love, which in the modern world has transformed into the mass purchase of cards, gifts, and decorations. The marketing of love has become an intricate system that influences how we express affection, with Valentine’s Day sitting at the pinnacle of this marketplace.

This evolution is not without its consequences, however. What once may have been a simple act of devotion—a handwritten letter, a carefully chosen flower—has now become, for many, a necessity of society, a ritual that is often dictated by commercial forces. The idea that we must prove our love with a material gift has led to an artificial standard of expression, one that sometimes places more importance on the value of the gift than the genuine feeling behind it. It is a reminder that love, which should be eternal and boundless, is sometimes reduced to a transaction, a measure of worth and social expectation. As Torres highlights, this transformation of love into a sale has made Valentine’s Day not just a celebration of romance, but a massive economic event.

Consider, however, the deeper lesson that can be drawn from this. The commercialization of love, though it may detract from its authenticity, also serves as a reminder of the great power of human connection. Love, in any form, is powerful enough to ignite an entire industry, to stir the hearts of millions, and to inspire even the simplest of acts of kindness. In the end, whether one purchases flowers, chocolates, or a grand gesture, the spirit of giving remains a fundamental part of how we connect with each other. It is in these expressions—even when they are influenced by the market—that we see the desire to show care, affection, and thoughtfulness. The key is not in how much we spend, but in the intent and emotion that guide the gift.

The true lesson of Jacques Torres' quote, therefore, is not to condemn the commercialization of love, but to encourage a deeper reflection on what love truly means. Let us not be swayed by the materialism of Valentine’s Day, but rather let it be a reminder that the greatest gifts are not those that come with a price tag, but those that come from the heart—the gifts of time, of attention, of sacrifice, and of presence.

In your own life, take this wisdom to heart: while it is fine to celebrate with gifts, remember that the most valuable thing you can give to those you love is your genuine attention and presence. Let every day be a Valentine’s Day filled with acts of kindness, consideration, and true connection. And when you do give a gift, let it come not from a place of obligation or societal expectation, but from the pure desire to share your heart and show the depth of your affection. For it is in these small, daily acts of love that true happiness and connection are found.