Love in the time of commerce

By Noel Galon de Leon

Valentine’s Day is here again, and across the world, people are preparing to celebrate love with their partners, friends, or family. Restaurants book up months in advance, gift shops stock heart-shaped items, and social media fills with curated images of romantic bliss. The day is celebrated as a festival of love, generosity, and emotional connection. Yet, beneath these cheerful appearances, the day often feels dictated by commercial interests. It is no longer only a celebration of emotion but a carefully constructed opportunity for profit.

The commercialization of Valentine’s Day is subtle yet pervasive, reaching every facet of the holiday. Chocolates, flowers, jewelry, and even experiences are marketed as essential proof of affection. Even single people, who may be content or independent, are indirectly drawn into this consumerist narrative. Happiness, intimacy, and romance are framed as commodities to be purchased rather than feelings to be experienced freely. This creates pressure to conform, turning what should be personal and intimate into a marketable event.

For those who resist the commercial aspect, Valentine’s Day can evoke frustration or sadness. The pervasive messaging suggests that not spending enough or buying the right items equates to insufficient love. This commercialization exploits human vulnerability, turning natural emotions into a source of profit. It is especially impactful in societies where economic disparity makes participation in this ritual a challenge. Even the joy of the holiday becomes linked to material acquisition rather than emotional connection.

During this period, I often turn to poetry for grounding, reflection, and solace. Two poets I revisit frequently are Pablo Neruda and Leoncio Deriada, whose works explore the depth, complexity, and endurance of love. Neruda, celebrated globally for his love poems, captures both desire and heartache with astonishing clarity. Deriada, a Filipino poet writing in Hiligaynon, crafts works that celebrate love in patient, enduring forms. Both poets provide an alternative perspective on love, one that transcends commercialization and emphasizes emotional authenticity.

Among Neruda’s vast collection, Tonight I Can Write (The Saddest Lines) remains a deeply personal favorite. The poem portrays the grief of separation, the weight of memory, and the struggle to release a lost love. Neruda details intimate moments shared with a beloved, balancing tender recollection with sorrowful acceptance. The poet’s repeated insistence that he no longer loves underscores the complexity of human emotions, where denial and longing coexist. Through these lines, Neruda captures love’s enduring presence even after its physical absence.

The poem is rich with natural imagery that mirrors emotional states. Night, wind, and the surrounding landscape are not mere settings but reflections of loneliness, nostalgia, and longing. Neruda’s precise, simple words allow the reader to vividly imagine the intimacy and subsequent loss of the relationship. This symbolism emphasizes that love and grief are intertwined, both natural and universal. Even after love ends, its memory continues to shape the human experience profoundly.

What makes Neruda’s poetry particularly compelling is its universality. The emotions expressed are relatable regardless of culture, age, or experience. Love is shown not only as joyous but also as complex, painful, and transformative. Readers feel their own stories reflected in the lines, forging a deep emotional connection. This capacity to evoke empathy makes Neruda a timeless voice in the exploration of human love.

The duality of love—its ability to evoke both ecstasy and suffering—is central to Neruda’s work. In Tonight I Can Write, he conveys the tension between desire and detachment, affection and loss. This reflects the real human condition, where love cannot be neatly contained or easily forgotten. Such honesty distinguishes poetry from commercialized expressions of Valentine’s Day, which often prioritize superficial displays over emotional depth. Neruda reminds us that love is a lived experience, not merely a purchase.

In contrast, Leoncio Deriada’s Paghulat presents love through the lens of patience and devotion. Written in Hiligaynon, the poem captures longing as a sustained emotional state, tied to both memory and hope. The speaker addresses a beloved absent from their life, emphasizing emotional endurance rather than immediate gratification. Nature imagery—wind, stars, sea, and trees—serves as a reflection of the inner emotional landscape, blending environment and feeling seamlessly. Waiting, in this context, becomes an active, rather than passive, expression of love.

Paghulat highlights the intensity of longing and fidelity. The speaker’s repeated invocation of “palangga” (beloved) imbues the poem with musicality and emotional weight. Standing on a bridge becomes both a literal and metaphorical act, a space of anticipation and reflection. Distance does not diminish love; rather, it transforms it into patient hope and sustained remembrance. This approach contrasts sharply with the transactional nature of Valentine’s Day gifts, emphasizing emotional presence over material expression.

Auditory imagery plays a crucial role in Deriada’s work. The voice of the beloved carried by the wind fills the emptiness, symbolizing how memory sustains emotional bonds. In this way, love is maintained not through proximity or tangible offerings but through attention, devotion, and imagination. The poem portrays love as resilient, capable of enduring uncertainty and separation. This subtlety reminds readers that love is as much an internal experience as an external expression.

Paghulat is a compelling example of how love transcends immediate pleasure. It teaches that emotional fidelity, patience, and presence are vital to meaningful relationships. The simplicity of language belies the depth of feeling, allowing readers to relate regardless of background. The poem’s slow, deliberate pacing mirrors the nature of enduring love, contrasting with the rush of consumer-driven Valentine’s Day gestures. Deriada’s work champions emotional richness over performative romance.

Revisiting these poets during Valentine’s Day highlights the contrast between authentic and commercialized love. While stores and media push for conspicuous demonstrations of affection, poetry offers a quiet, reflective engagement with emotion. It encourages introspection, allowing us to examine what love truly means beyond objects and social expectation. The works of Neruda and Deriada provide tools to celebrate love without succumbing to material pressures. In doing so, they reclaim the day as a reflection of human connection rather than capitalist interest.

Reading love poetry can also mitigate feelings of exclusion. For those without a romantic partner, commercial Valentine’s Day campaigns often exacerbate loneliness. Poetry, however, validates all experiences of love—romantic, familial, platonic, or self-directed. It reminds readers that emotional richness is not confined to romantic consumption. This democratization of love is absent from marketing-driven interpretations of the holiday.

Love poetry also has social and cultural significance, especially in countries of the Global South like the Philippines. In communities facing economic challenges, migration, and inequality, poetry captures lived experiences that may be overlooked. It provides a means to express emotions that are often constrained by circumstance or social expectation. Through literature, ordinary lives, struggles, and aspirations are acknowledged and celebrated. Love thus becomes a lens for human resilience and creativity.

In these contexts, poetry functions as both personal reflection and subtle resistance. While Valentine’s Day commodifies emotion, poetry asserts the intrinsic value of feeling. It emphasizes that love is not contingent on money or status but arises from lived experience and human connection. Poems like Paghulat affirm that emotional depth exists even amid hardship. This perspective challenges the narrow, materialized version of love promoted by commerce.

Language itself becomes a vessel of cultural identity in love poetry. Writing in local dialects such as Hiligaynon preserves nuance and perspective often absent from global literature. These works affirm that local culture and emotion have intrinsic worth and deserve recognition. They empower voices that might otherwise remain marginalized or silent. In this way, poetry strengthens both individual expression and communal identity.

Beyond language, love poetry provides emotional refuge. Readers find solace, empathy, and companionship in verse. It encourages reflection, offering guidance on patience, fidelity, and self-awareness. In a commercialized Valentine’s Day, poetry becomes a counterbalance, reminding us that love is enduring and meaningful even without material embellishment. The emotional engagement it fosters is deep, personal, and transformative.

Neruda and Deriada also remind us that love is not static but multifaceted. It encompasses passion, grief, longing, patience, and joy, often simultaneously. These complexities cannot be reduced to chocolates or flowers. Poetry allows space for reflection, helping us understand the breadth of human emotion. This contrasts with holiday commercialization, which flattens love into predictable and marketable displays.

Neruda’s exploration of love emphasizes memory and desire. Even when physical presence fades, emotional resonance remains. He demonstrates that love’s intensity is measured not in duration but in its lasting effect on the human heart. This insight challenges commercial interpretations of Valentine’s Day that equate love with monetary expenditure. Emotional investment, not material investment, defines the depth of affection.

Deriada complements this by showing love as endurance. Waiting, remembering, and imagining sustain devotion over time. His poetry transforms absence into active presence, where love is continuously enacted through memory and reflection. This patience contrasts sharply with instant gratification promoted in Valentine’s marketing. Deriada teaches that love’s power lies in steadfastness and attentiveness.

Both poets affirm that love exists independently of external validation. True affection does not need to be displayed publicly to hold meaning. It thrives in quiet gestures, reflective thought, and emotional resilience. This understanding reframes Valentine’s Day as a personal, internalized experience rather than a commercial spectacle. By appreciating poetry, we learn to celebrate love in ways beyond material consumption.

The holiday itself carries no inherent value; its meaning depends entirely on how we choose to experience it. The significance of Valentine’s Day depends on how we engage with it. We may choose to follow commercial conventions, or we may reclaim the day as an opportunity for introspection, creativity, and authentic emotional expression. The essence of the day is love, not objects. This reframing allows inclusivity, creativity, and meaningful celebration.

Acts of love and care need not be costly or elaborate. A shared meal, a kind word, or a gentle touch often carries more significance than flowers or jewelry. Simple gestures convey presence, attention, and empathy—the core components of meaningful relationships. In this way, everyday actions become profound expressions of love. The commercialization of Valentine’s Day cannot replicate these moments.

Self-love is also central to authentic celebration. Caring for oneself, nurturing one’s own needs, and cultivating emotional health are as vital as external gestures of affection. Poetry encourages this introspection, guiding readers to understand and honor their feelings. Valentine’s Day, therefore, can also be a personal affirmation, not solely a romantic occasion. A healthy relationship with oneself enhances all other connections.

Material gifts are optional but not necessary. Thoughtful reflection, shared presence, and emotional engagement carry enduring significance. Even in resource-scarce contexts, these expressions are meaningful and deeply felt. This challenges the narrative that love must be purchased or performed. True celebration comes from intention, attention, and connection.

Commercialized Valentine’s Day often obscures the subtleties of human emotion. It emphasizes immediate gratification, external validation, and visual display over depth, patience, or reflection. Poetry counters this by offering a slower, more deliberate engagement with emotion. It fosters empathy, memory, and resilience. In this way, literature restores love’s richness and authenticity.

Reading poets like Neruda and Deriada during Valentine’s Day reminds me of the timelessness of emotional experience. While marketing trends shift, human longing, devotion, and heartbreak remain constant. Poetry documents, validates, and celebrates these experiences across generations. It teaches us that love is not a seasonal event but a continuous thread in life. This perspective transforms the day from commercial obligation to personal meditation.

Valentine’s Day should be defined by intentionality rather than consumption. Each day presents opportunities to express care, attention, and love. Simple gestures—a smile, a word of gratitude, a hug—carry profound significance. Poetry reinforces the idea that love is sustained by action, reflection, and presence rather than material objects. In this sense, every day has the potential to become Valentine’s Day.

Love, as revealed through Neruda and Deriada, transcends commerce, expectation, and time. It is resilient, patient, and deeply human. It manifests in acts of attention, memory, and devotion, not in price tags or marketing campaigns. Valentine’s Day, therefore, is a reminder of love’s many forms and its enduring value in our lives. When approached with awareness and intention, the day can inspire reflection, connection, and authentic celebration of the heart’s most profound experiences.