It's natural that couples in China are fond of Chinese Valentine's Day, the seventh day of the seventh month in the lunar calendar, which fell on Aug 6 this year. Equally, if not more, fond of the day are retailers.

Even though the Chinese Valentine's Day is not as popular as the Western one, retailers make every effort to boost their sales in the run-up to the fateful day. As the special day approaches, retailers try every means possible to promote their wares. And the goods (rather gifts) almost always come for a good price, for they are supposed to be special.

But such festivals impose extra and unnecessary financial pressure on consumers, especially young people. Many youths face a dilemma: they want to give their beloved precious gifts to express their love but may not be able to afford them.

Nowadays, very few people understand that festivals are special days to express their love and feelings, and they have nothing to do with money or expensive gifts. They fail to understand that love can never be measured in terms of money.

We should not encourage such unreasonable and unhealthy consumption. Even a simple and inexpensive gift is able to express the power of love.

Jia Maohui, via e-mail

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(China Daily 08/08/2011 page9)