A real Valentine makes a real effort

This year, it is estimated that the average consumer will spend $100.89 on Valentine's Day, up from $97.27 last year.

It is also estimated that 78 percent of people who celebrate Valentine's Day plan to have sex that night.

But it's not all about money and sex.

Indeed, while sex may be the No. 1 Valentine's Day gift on most guys' lists, the question of what to get for one's date on Valentine's Day goes deeper than what to give her in order to get her in bed.

Instead, it is the process of social comparison that's driving Valentine's Day spending through the roof. And the best advice is to spend less and think creative, not expensive.

We all know where the temptation to spend a lot comes from. After all, the big question tomorrow will be: "So what did you do for Valentine's Day?" And if all you gave her were flowers and candy while her friend's boyfriend took her to a one-on-one dance lesson followed by dinner, then you're cliche ... and probably not in the lucky 78 percent bracket.

But don't think that you have to spend a lot in order to avoid the cliche bracket. On the contrary, less may be more.

"Getting some girl two dozen roses is a waste of money -- I mean, you get to a point of diminishing marginal returns," said Jen Wallace, a College senior who would prefer getting only one yellow rose from that special someone.

Even worse, those diminishing marginal returns may get even bigger when more money gets involved.

"Anything fancy that costs a lot usually involves some kind of return for your money. And if you spend so much money, it's basically just a disguised form of prostitution," Wallace said.

So for those looking for a Valentine's Day smooch, the best solution may be to think small and remember the time-honored K.I.S.S. principle: keep it simple, stupid!

For example, don't buy her a card -- make her a card. The former is cliche, while the latter is creative and will undoubtedly be appreciated because it is personal and meaningful. Plus, it's the kind of thing that makes other girls jealous; even if her friend's boyfriend took her to a play on Broadway, you made her a card -- a damn good one too, with glitter and all, that took a lot of time and effort to make.

But it's more than just sparkle and paste.

"Spending quality time together is what's most important. You can write a meaningful card for someone, plan a fun afternoon walking around Philadelphia, make a music CD, etc. It's the thought that counts," Wharton junior Alicia Wetmore.

Equally important, all of the above suggestions involve minimal investment -- there's no way that a handmade card, an afternoon walk and a photo CD could ever cost you $100.89. And it will probably mean a lot more than the expensive dinner and fake conversation.

Still, for singles who are taking someone out on a first date, the need to impress may be larger than for an established couple spending a night together. And the burden to impress falls flatly on the guys: according to the U.S. Census Bureau, there are 120 single men in their 20s for every 100 single women in their 20s (good luck if you're Hispanic -- the ratio is 153 per 100).

But even then, the best strategy is to put away the wallet and think creatively. One of my friends once took a girl he had recently met to an expensive dinner at White Dog for one of their first dates. An hour and $120 later, he asked her to come back to his place, to which she said, "Sorry, but I have to go meet up with my boyfriend." We later found out that she didn't have a boyfriend -- she just wasn't impressed.

In the end -- counter-intuitive as it may seem -- money does not go as far as conventional wisdom tells us it does. So even if others are spending heaps, you don't have to. After all, if love is one of the best things in life, and the best things in life are free, then you're not being cheap --you're just being creative, thoughtful, and caring.

Now that's impressive.

Cezary Podkul is a junior philosophy major from Franklin Park, Ill. Return of the Salad appears on Tuesdays.

Please note All comments are eligible for publication in The Daily Pennsylvanian.