By Ayesha Ahmed & Sarah. B. Haider
Love is in the air! While an estimated growing majority deems Valentine’s Day the most romantic day of the year, others dismiss it as a commercial bonanza. Nevertheless, the fact remains that many noted companies employ innovative methods and strategies to bolster up sales and increase the marketing of their products.
How it came to Pakistan
Although the exact significance and history is vague, the origin of this day dates back to the Christian saint, St. Valentine’s, who gave up his life in the name of religion and love. Since then, the world has been commemorating the tradition of courtly love.
Europeans first began celebrating Valentine’s Day during the 14th and the 15th Century, while it became popular in the US in the 19th and 20th Century. The idea was eventually introduced in India in the 90s. Since Pakistan has a huge viewership of Indian TV channels, the concept of Valentine’s Day also crept into Pakistan.
Mixed feelings
“This year, we decided not to contribute anything for Valentine’s Day as the owner has joined a religious party,” acknowledges Rehmatullah, an aged salesman working at an uptown gift shop at Dollmen Mall. He admits last year when they stocked according to the occasion their sales increased fourfold.
“Do westerners ever bother to celebrate Eid? Then, why should we celebrate Valentine’s Day with so much fervour and zeal?” grumbles a grey-bearded salesman, working at a renowned gift shop which has denounced such celebrations this year.
Quite a few numbers of billboards and banners can be seen around the city, condemning Valentine’s Day.
Despite a large number who are against the adoption of this “alien culture”, Cupid’s arrow finds its way to the hearts of countless young urban people. According to the 55-year-old shopkeeper, Rehmatullah, young people, usually between the ages of 16 – 25, invest the most on Valentine’s gifts. On the other hand, men, on an average, spend twice as much as their female counterparts.
Business boom
Retailers who make the most of this occasion, in terms of sales, include restaurants, clothing outlets, gift stores, bakeries, beauty salons, cosmetic brands, accessories and florists.
“People were least bothered about Valentine’s Day some years back. However, thanks to the media, celebrating Valentine’s Day has become all the rage these days. We get special orders for heart-shaped cakes, strawberry cupcakes, candles and balloons. Like every year, we expect about 25 – 30% increase in our sales this Valentine’s as well,” says Saqib Khan, manager of a bakery.
Similarly, owing to the principle of demand and supply, restaurants have also arranged for special packages, exclusively for lovebirds.
Manager Regent Plaza Ghulam Abbas says: “Besides buffet dinners, we have gone an extra mile this time by including a dance floor in our special Valentines’s Day package.”
Upon asking the reason behind such lavish preparations, Ghulam Abbas informed that they had received an overwhelming number of requests and suggestions from clients regarding Valentines’ Day celebrations.
Additionally, to make this day all-inclusive and extraordinary, clothing lines don’t want to lag behind either. While some eminent brands like Crossroads have offered 50% discount on their entire stock in the celebration of Valentine’s Day, Ego, Gulabo and Threads & Motifs, to name a few well-liked labels, have also launched their Valentine’s Day special collections.
Likewise, accessories, cosmetic brands and beauty salons are also following suit. While expensive brands of fashion watches and cosmetics are offering funky pouches, plush bears and gaudy, oversized key chains, on a certain amount of purchase, beauty parlours have introduced Valentine’s Day special packages.
“Our special packages offer a variety of services at discounted prices. We want our esteemed clients to share them with the most special person in their lives- their beloved mothers,” says Cynthia, manager at a renowned beauty salon, Sab’s.
A rose for Rs200
Traditionally, exchanging flowers has always been the norm on Valentine’s Day, and both the local and the branded florists are seemingly benefitting from it.
While small-scale florists are selling a single stem of English rose for Rs50, florists in elite areas are selling it for Rs200. “Roses are everyone’s favourite on Valentine’s Day. We especially import English roses from Kenya during this season,” says Ghaffar, manager at a flower shop in Zamzama.
“Orders for roses start to pick up by walk-ins, via the telephone, and online, but most people prefer to handpick their bouquets,” says a salesman at an upscale flower shop.
Sale of Valentine’s Day cards has also pushed up to a considerable extent. “Though the trend of exchanging cards has noticeably decreased over the years, Valentine’s Day is one particular occasion when card sales experience a significant boom,” says a shopkeeper, who along with his counterparts has occupied the entire floor of a shopping mall in Saddar, with stalls selling Valentine’s Day presents and cards.
The original report was published here.
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