By Shauna Rempel
Valentine’s Day may be associated with heterosexual romance, but that doesn’t stop the GLBT community from coming out to celebrate.
A major holiday in gay and lesbian circles, Valentine’s Day racks up nearly as many sales as Christmas or Pride Week, says Rob Giacobbi of Wilde’s, a Bank Street shop catering to gay, lesbian, bisexual, and trans customers.
He refers to Valentine’s Day as the “Second Coming” after the Christmas period.
“It’s a big, big day,” Giacobbi says.
In recent years, marketing for gay and lesbian-themed Valentine’s Day merchandise has really taken off.
“Now, gay and lesbian products are available everywhere,” says Giacobbi, who sets up a colouful Valentine display.
“Women tend to buy the simple Valentine’s cards— (they) just usually have a picture of a woman and a woman. Men tend to buy the dirty Valentine’s Day cards.”
Giacobbi figures the proposed same-sex marriage legislation has made it even easier for the GLBT community to openly celebrate the holiday.
“I don’t understand why it was ever a man-woman thing to begin with,” says Giacobbi, who legally married his partner of 22 years in 2003 when Ontario courts began to allow same-sex marriage.
“In general, we live in a more ‘out’ society, so there’s more opportunities to celebrate,” says Evelyn Huer, co-owner of Mother Tongue Books.
“Any time there’s money to be made somebody’s going to find a group to market to.”
But Huer wonders if marketing to same-sex couples is a good thing.
“In terms of the marketing, I’m not sure if we’re better or worse off,” she says. “Every time anyone pins you down, it limits who you can be.”
Huer says Valentine’s Day is about doing something positive for yourself, as well as your partner.
Melvin Ong and Ron Cross, who have been together four years, say they aren’t impressed with the commercialization of the holiday.
“February 14th is pretty much made up to sell cards and chocolates,” Cross says.
But Riccardo Filippone says he and others have embraced the holiday.
“I feel like the community has taken it upon itself to include itself in the holiday,” said the Carleton student.
Even though he isn’t in a relationship, Filippone will celebrate Valentine’s Day by going out with friends.