Gifts

Hmm... you might think that the above mentioned things would also come under gifts, then why have I mentioned gifts as a separate heading. Well you are mistaken. Cards, roses and chocolates are not counted as gifts. They are the mere add-ons. Gifts are the ones which are bigger and costlier. Read soft toys, huge teddy bears, jewellery and the likes. Soft toys too should be reserved for general occasions. For bigger occasions like Anniversaries, Birthdays, Valentines’ Day, jewellery, watches, etc rule.

That’s why all jewellery advertisements are targeted at them being given as gifts, while being called ‘Women’s best friend’. Why do you think that famous brand of diamond jewellery is called 'Sangini'? Its literal translation means your female partner... see how they lure you!

While no one is really bothered about the price of the gifts, marketers know that on some days being stingy is just not the norm, and they take full advantage of that. That is why they come up with newer designs and limited editions. So as to lure you into their trap and make you empty your wallets while they sell you dreams of your love’s happy face!

Chocolates

How can any special day (read day spent with a loved one) be complete without chocolate!! Chocolates industry rides high not just on the addicted taste buds of their consumers, but more so on the unwilling readiness of their partners to pay for them. So chocolates come in all shapes and sizes, all kinds of packages and in different variants to lure the cravings of our generation. And when it is being gifted, care has to be taken to ensure that some cheap or small Rs. 10 one is not being given. Bigger packages of 6-10 chocolates always find better favour with the receiver. And if it is a bunch of more imported chocolates like Ferrero Rocher, Toblerone, etc, then oho! Not only the receiver, but the giver’s day is also made!! For obvious reasons!

See how the marketers’ mind works? They are aware of this and do not hesitate to exploit this. That is the reason why we have chocolate puddings and chocolate mouses as deserts in those high priced restaurants where costs are huge while the portion size is not. Chocolates might dent a hole in your pocket, but remember, they earn you brownie points!

Roses

Some one once said:
The sweetest flower that blows,
I give you as we part.
For you it is a Rose,
For me it is my heart.

Roses are cherished by one and all. Especially if they are given by that one person you like the most. Normally we can buy them from road side for 5-10 bucks a piece.

But come Valentines’ Day, Rose Day, and their prices shoot up enormously! Then the same rose costs 100 bucks!!! We try to haggle to no avail! The rose sellers know that it is that one day you would pay big bucks to get that rose, and it’s a seller’s market then. So grudgingly we pay huge amounts to get those much needed roses (notice the plural). The price pinches us worse than thorns, but can complain when her smile is worth much more?

Cards

Cards are that single entity which has sustained Archies and its me-too followers like Hallmark for so long. They know that people today speak the language of gadgets and gizmos, but do not know how to express their own feelings. Hence, the tagline “Express Yourself”. They have cards for every emotion, for every feeling, and you do not have to take the trouble of putting your thoughts in order! Not to mention, no need to put in all that effort for a hand-made card (which would probably be worth much more to your love, but whatever). So there are cards for ‘I love you’, ‘I am Sorry’, Congratulations’, etc. Then there are also cards for ‘I love you too’, ‘You are forgiven’ and ‘You are Welcome’ too!!!

The cards industry suffered a minor setback a few years ago when E-greetings became more popular. Just imagine, people had become so lazy that they didn’t even want to go till the shop to buy a card! People would rather look for free ones available online and send them as an expression of love! But thankfully, better sense prevailed sooner rather than later. The cards industry too has recovered from it and is all set to give more expression to your feelings. At a cost of course!

Love is Expensive

Anyone who has ever been in love, or still is, knows how expensive it is. Not just because you invest the most precious things like your heart and its emotions, but also literally! All the gifts, cards, roses and long drives don’t come cheap yaar! They cost big bucks! And the expenses go higher if that special someone is cross at us!!! But we still indulge in them, because for the moment, nothing else matters more than seeing that special someone smile. And it is exactly these sentiments which are exploited by the people in the ‘Love Selling’ business! The sellers and marketers of the very things mentioned above.

My blog is going to be about how love generates revenues for these shopkeepers, sellers and marketers and how it is sustaining a huge industry. You and me are the culprits who encourage these sectors to exploit us, but then what can we do? When it comes to love, all reason goes out of the window and we beg, borrow or steal to be able to buy that perfect watch for him or those perfect earrings for her. Let’s see which all industries and products we have made prosperous.