For millennials, who value authenticity above almost anything else, craving real relationships and interactions, Valentine’s Day seems a little too fake and manufactured. The day is also all about consumerism, something else they don’t enjoy, says Rogerwilco’s Michelle Jones. Numerous surveys, says Jones, show that far from finding the romance in Valentine’s Day, many millennials avoid leaving the house at all on February 14. They don’t appreciate the expense associated with it – many are struggling financially, with personal debt and student loans to pay off. While they’re happy to spend their disposable income on their loved ones, they don’t want to be forced into doing it just because it’s a specific day. There is no doubt that Valentine’s Day is associated with a certain amount of pressure, which makes it unappealing for some people. Millennials, Jones points out, know their partners are likely to feel compelled to post romantic selfies or photos of their Valentine’s gifts on so...
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