It’s Valentine’s Day, and your date hands you a bag of Sweethearts conversation hearts. Instead of pulling out sweet messages like “BE MINE” and “XOXO,” you pull out candies that say “SPLIT RENT” and “CAR POOL.”
This year, Sweethearts has released their “Love in this Economy” conversation hearts with budget-friendly messages. If anyone understands celebrating love on a budget, it’s college students.
Dating In College
Trying to juggle tuition payments, overpriced rent, inflated grocery prices and the anxiety of looming student loans is the situation most college students are in. Planning a special Valentine’s Day as a college student in this economy seems impossible. While most college students can’t afford a $150 candlelit dinner, finding cheaper alternatives to date nights is just as meaningful.
Romance can exist within the restraints of budgets. Dates become cooking pasta together in an apartment kitchen that’s slightly too small or grabbing coffee in the morning before class. The pressure of Valentine’s Day and the presence of social media can make dating on a budget difficult. It’s easy to internalize the idea that love should be expensive to be impressive. Creating your own personalized budget-friendly dates is often more sentimental than the expensive ones.
Love In This Economy
Sweethearts released their “Love in this Economy” pack of conversation hearts after a study showed that many Americans this year are seeking more affordable dating options for Valentine’s Day, according to People. Romantic gestures are now shaped around saving money. Splitting rent and sharing streaming service passwords are a few ideas that are highlighted in this year’s conversation hearts.
“BE MINE” in 2026 might translate to something smaller, like making dinner or walking you home. In a time where everything costs more, showing up consistently might be the most luxurious thing that can be offered. When you strip away the commercial value of Valentine’s Day, what’s really left is the reality of two people trying to care for each other within their means.
Love in college has always been a little makeshift. Although it may consist of trying to find time in between a tight class schedule and budgeting dates around tuition payments, romance doesn’t disappear in a tight economy. Maybe that’s sweeter than any conversation heart could ever say.
What do you think about Valentine’s Day in college? Let us know on X or Instagram @VALLEYmag!
