Who are the real winners, when you purchase your card and gifts for Valentine's Day?
A Tumblr community microblog has been set up for those asking very pertinent questions about that day. The contributions are pouring in thick and fast.
The members of Occupy Valentine's Day are a mixed bunch. Some are unattached individuals vowing not to give in to feeling inadequate, on a day when society and stores combine to demand a love match.
There is a poignant addition from a young woman, who bought herself an engagement ring. She wished to use it as a shield, so that men didn't keep hitting on her.
Others are married couples refusing to be told that they can't show affection for the remaining 364 days in a year. One husband and wife declared that they will donate to charity the money saved on propping up the romance industry. 'Can't buy me love' is a recurring theme running through the gallery, under declarations that love should be free.
For many, the most appalling aspect of Valentine's Day is how it homes in on a specific kind of love, to the exclusion of all else. Store posters and advertisements focus on heterosexuality, leaving some consumers out in the cold. There is no mention of the depth of feeling afforded to the rest of the family, friends, pets or the wider world.
This emphasis on romantic relationships is one target of protesters. Mothers have posted that they will spend the day with their children, because that is a very worthy kind of love. Sisters are pictured hugging each other, their eyes sparkling above with broad beams. Friendships are lauded throughout, with contributors urging even those in partnerships to spend February 14th with their whole peer group.
Yet for the microblog owner, Occupy Valentine's Day has a deeper message than simply kicking back at a highly restrictive holiday. It can be used to highlight serious consequences caused by society's pressure to purchase and be loved on this day.