The economics of love: A Jamaican perspective

Love is often said to be priceless, but in Jamaica, like anywhere else in the world, romance comes with a cost. Whether it’s the price of a Valentine’s gift, an extravagant wedding, or even just the expense of maintaining a relationship, love and money are deeply intertwined.

From the bustling flower stalls in Half-Way Tree to the fully booked hotels along the north coast, Valentine’s Day is a commercial giant.

But beyond the grand gestures and financial transactions, what does love truly cost in Jamaica? Is it an investment that yields valuable returns, or is it just another expense in the grand marketplace of life?

Love is big business. Each year, Jamaicans spend millions on Valentine’s Day gifts, romantic getaways, and extravagant dinners. Restaurants are fully booked, hotels and guest houses see a spike in reservations, and stores from Kingston to Montego Bay are filled with red and white decorations.

From early February, social media is flooded with advertisements for Valentine’s specials – whether it’s a couples’ retreat at an all-inclusive resort, a flower delivery service, or a discounted spa package.

Florists, street vendors, and supermarket chains capitalise on the season, offering everything from roses to custom gift baskets filled with chocolates, wine, and stuffed animals.

The mobile phone networks also cash in, offering Valentine’s “double data” promotions, as couples send sweet messages and make long, romantic calls. Even fast food restaurants join in, with special “Sweetheart Deals” for those who want to celebrate love on a budget.

But while businesses thrive, individuals often feel the financial strain of keeping up with the expectations of romance. For many, Valentine’s Day comes with the pressure of spending, sometimes beyond their means, to prove their affection.

LOVE AS AN INVESTMENT

Love, when approached wisely, can be seen as an investment.

In a country where family and community are central to life, long-term relationships often lead to economic stability. Couples who build a life together can pool resources, support each other through financial hardships, and work towards common goals such as owning a home or starting a business.

Many successful Jamaican entrepreneurs credit their partners for being their biggest supporters, helping them navigate challenges and celebrate achievements.

For many Jamaicans, love also extends beyond romantic relationships.

Parents invest in their children’s future, single mothers work tirelessly to ensure their families thrive, and communities come together to support young couples in their journey.

The concept of “partner” (informal savings groups) is a prime example of how love, trust, and financial cooperation go hand in hand. Couples and families often use their “partner draw” to fund weddings, purchase land, or start a business – demonstrating that love, when nurtured with wisdom, can have tangible economic benefits.

While love has its rewards, it also has its financial burdens. Courtship can be expensive, particularly for those who follow traditional gender roles, where men are often expected to bear the financial weight of dating. The cost of taking a partner to a fancy restaurant, buying gifts, or even covering transportation costs can add up quickly, especially in a challenging economy.

Beyond dating, maintaining a relationship also requires financial commitment. Whether it’s helping with bills, paying for childcare, or supporting a partner’s dreams, love is often accompanied by economic sacrifice. For some, this investment pays off in a strong, lasting relationship; for others, it leads to financial strain, particularly when expectations are not aligned.

The cost of breakups can also be steep. Separations, especially in long-term relationships, often mean dividing assets, relocating, and adjusting to a single-income lifestyle. In some cases, unresolved financial disputes lead to legal battles, custody issues, and emotional distress.

In Jamaica, where many relationships exist outside of formal marriage, the financial implications of separation can be complex. Without clear legal protections, individuals may find themselves in difficult situations when a relationship ends, particularly if assets were acquired together without proper documentation.

LOVE ENRICHES LIVES

For some Jamaicans, Valentine’s Day is a genuine celebration of love. Couples exchange gifts, plan special surprises, and take the time to appreciate each other.

However, for others, it is a stressful occasion, filled with pressure to meet social expectations. Many men, in particular, feel the weight of having to impress their partners, with some even resorting to borrowing money to ensure they don’t disappoint.

There is also the unspoken reality of “outside relationships”, where some individuals juggle multiple partners, each expecting Valentine’s recognition. Stories abound of men who strategically plan their day – taking the official partner to dinner early, delivering a gift to another in the afternoon, and making a late-night stop for a third. Taxi operators and bike riders find themselves in high demand, making quick deliveries of flowers and gifts, ensuring that all parties feel special.

For those who are single, Valentine’s Day can either be a time of reflection or an opportunity to celebrate self-love. Some use the occasion to treat themselves, while others find solace in the company of friends and family.

There has also been a growing trend of “Galentine’s” and “Broentine’s” celebrations, where friends gather to enjoy the day without romantic pressures.

Despite its financial implications, love remains one of the most powerful and transformative forces in Jamaica. Whether through romantic partnerships, family bonds, or community support, love enriches lives far beyond monetary value.

While Valentine’s Day highlights the commercial aspects of romance, it is ultimately a reminder that true love is not measured by the price of a gift but by the depth of connection, commitment, and care.

For Jamaicans, the real investment in love is not in chocolates or expensive dinners, but in the time, effort, and dedication it takes to build something lasting.

So, whether you choose to celebrate with grand gestures or quiet moments, remember that the greatest returns on love come from the everyday acts of kindness and understanding that make relationships truly valuable.

Happy Valentine’s Day, Jamaica – may your love be rich in meaning, if not in expense.

Leroy Fearon is the Acting Dean, Faculty of Education, The Mico University College, author and researcher. Email feedback to: leroyfearon85@gmail.com and editorial@gleanerjm.com