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AVAILABLE EXPERT - Valentine’s Day has become a multi-billion dollar event

Wednesday, February 10, 2016

Queen’s University marketing professor Tandy Thomas is available to comment on Valentine’s Day and the multi-billion dollar event that it has become.

“Valentine’s Day is a multi-billion dollar day that polarizing consumers. On the one hand, consumers argue that it’s a ‘marketplace holiday’ that doesn’t mean anything. On the other hand, consumers relish being able to share their affections with their loved ones,” says Dr. Thomas. “The day, however, is far more complex - as one moves beyond the stereotypical flowers and chocolates exchanged as part of a romantic partnership, we see consumers also using it to reinforce family relationships and friendships. Parents, for example, give their children valentines to show they are loved and school children exchange valentines with their classmates to reinforce friendships and build a sense of belonging and community. Valentine’s Day is thus most certainly a commercialized event – but it is one that often makes a lot of people smile and feel special, and that’s a good thing.”

To arrange an interview, please contact communications officer Anne Craig (613-533-2877 or anne.craig@queensu.ca) or Chris Armes (613-533-6000 ext. 77513 or chris.armes@queensu.ca) at Queen’s University News and Media Services Department in Kingston, Ont., Canada.

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