Valentine’s Day is a tradition brimming with the zealous feeling of love, sex and chocolate and an entire day sequestered for the pure desire of seduction, whether by delectable sweets, plush teddy bears or fragrant flowers.

Our dear St. Valentine would be vehemently red in the face as to what has become of this liturgical celebration conceived in his name. Rose petals, deliciously scented candles, intoxicating liquor and alluring music creating a feverish brew is the result of the ever-morphing celebration on this one day in February.

Society and those who seek to profit from society have transformed the meaning of Valentine’s Day from its original context. As legend would have it, Valentine was a priest who served during the third century in Rome. During the reign of Emperor Claudius II, it was decided that single men made superior soldiers compared to those whom had wives and families. The emperor then outlawed marriage for young men. Valentine, realizing the injustice of the decree, defied Claudius and continued to perform marriages for young lovers in secret. When Valentine’s actions were discovered, Claudius ordered that he be put to death, making him a martyr for his cause.

Valentine’s Day was not meant to be a time when lavish presents were to be spent on your significant other. It was meant to be a celebration for St. Valentine’s bravery — for his defiance against the emperor. As time has changed however, society has made it just that — a day of lust and passionate declaration of love.

That change can be for the better however, since St. Valentine fought for love. Valentine’s Day is the perfect way to rub it in Claudius’ face that even though Valentine was murdered, the effort he made to keep young lovers together is just cause for recognizing your love for another in a humble way.

From the celebration of our special someone and the gifts we give him or her to the businesses that take advantage of society’s need to celebrate this changed tradition lavishly, Valentine’s Day has again morphed into a duplicitous scheme for corporations to exponentially inflate revenue.

It has become a battle against the large corporations to maintain a humble tradition of recognizing your love, and infatuation with another. Besides the point of Valentine’s Day being a time that allows our innate appetite for intimate contact to be released, it is an overly exaggerated event that provides for the successful profiteering of businesses. Those choosing to participate in the holiday at an excessive level are anticipated to spend anywhere from $17 billion to $19 billion on candy, flowers, jewelry and a night out. How ridiculous. It would appear that this day is no longer a modest custom but an event with the obligation to participate.

We can thank the vicious cycle of greed for that falsified desire to spend money on this “day of love.” Organizations that are always looking out to make a million or two will do nearly anything to get you to open that wallet of yours. Be it the appealing discounts and deals or the constant banter of “give your someone something special this Valentine’s Day.”

Flowers wilt and chocolate melts so why treat Feb. 14 as any other day than what it is, a Saturday. I can certainly think of more than one reason not to celebrate this holiday, at least not to the extreme that it is today. This holiday started out as nothing more than a feast to recognize St. Valentine’s martyrdom.

With birthdays, anniversaries and Christmas, why make another holiday that requires the superfluous spending of money? There are more than enough ways on this one day to dote upon your loved one without conforming to the societal decisions that jewelry, chocolate and roses need to signify your love. If you are to participate in this celebration, money doesn’t need to be spent in order to win over the affections of your special someone.

It’s the thought that counts, right? I mean money sure isn’t everything, or even the answer to love. There is opportunity to appreciate your significant other through different means, cheaper means. Spending time with your loved one, and not with money, would be a great way to show your love for your special someone. It is a simple and passionate way to express your feelings on Valentine’s Day. As Henry Miller would say, “the only thing we never get enough of is love, and the only thing we never give enough of is love.”