Mainstream legitimization of homosexual men through Valentine's Day gift-giving and consumption rituals

Recently, the gay community has received increased attention from marketers through specially-made television commercials, direct mail pieces, and other media messages. However, little research in consumer behavior has examined the potential attitudinal and behavioral differences and similarities between heterosexuals and homosexuals. Specifically, this paper provides an exploratory look at the meaning and practices surrounding the consumer ritual of Valentine's Day from the perspective of homosexual men. Using depth interviews within an interpretative framework, our research suggests similarities exist for the celebration of Valentine's Day between homosexual and heterosexual singles, while differences may exist for the functions of Valentine's Day gift-giving between these groups. Some homosexual couples feel they cannot 'legitimately participate' in the dominant rituals associated with the holiday due to oppression by a 'heterosexual society.' Marketing implications are discussed.