Lilly Calman is just not within the temper this Valentine’s Day for the flowers, goodies or a romantic dinner for 2, particularly after a latest breakup.

“I’m very indignant,” mentioned Ms. Calman, 26, including that it had been painful to see all the vacation paraphernalia in retailer aisles.

She discovered a extra becoming outlet for her temper this 12 months: a fund-raiser for the San Antonio zoo that can symbolically identify a roach or rodent after an ex and feed it to one of many zoo’s animals.

“The visible picture of him getting eaten by a Komodo dragon is fairly satisfying,” mentioned Ms. Calman, who donated $25 for the rat choice. She is hoping the zoo sends her a video so she will be able to host a screening with a buddy. “I like reptiles. I believe it’s cool.”

The annual marketing campaign has raised over $235,000 for the reason that zoo first ran it in 2020, underscoring the enchantment of different Valentine’s Day rituals for people who find themselves uninterested within the coupledom of all of it.

The traditions of Valentine’s Day carry robust emotions, each for and towards. Do you recognize a cute custom? Or do you maintain it in contempt as a consumerist rip-off? Critics have blamed it for upholding a narrow-minded mannequin of relationships as heterosexual and monogamous.

However the vacation, and its spending, isn’t going wherever; a majority of individuals in the US plan to have a good time or mark the day this 12 months, based on this 12 months’s model of an annual survey by the Nationwide Retail Federation, a lobbying group for the business.

These celebrations, nonetheless, have broadened to incorporate mates and household, pets and even your self. Entrepreneurs are taking word, and looking for extra avenues that resonate with even the naysayers.

“Valentine’s Day is a vacation that has principally morphed over time,” mentioned Barbara Bickart, affiliate professor of promoting at Questrom College of Enterprise at Boston College. “Entrepreneurs are determining methods to be extra inclusive and delicate.”

The sweet model Sweethearts this 12 months, for instance, launched a “situationships” version with blurred writing for these in undefined relationships. (They bought out shortly, mentioned Evan Brock, vp for advertising for Spangler Sweet Firm in an announcement.)

What to do on Valentine’s Day itself, when {couples} clutching roses fill restaurant tables? Marco Di Pinto has organized an “Anti-Valentine’s Day” comedy present in London for the previous few years.

Comedians will encourage singles to share their horrible tales about courting and relationships, he mentioned. {Couples} will — in good enjoyable — be roasted. “I believe this celebration is foolish,” he mentioned. “If we do a present like this, folks perhaps really feel extra included.”

João Pedro Santos, 41, has attended the comedy present the previous few years — together with his girlfriend. “That was one of many issues that bonded us,” he mentioned. “It’s about messing about with the entire idea of Valentines.”

Spending on romantic relationships nonetheless dominates the vacation, however demographics provide insights on a fringe that’s rising. About 30 p.c of People are single, based on a 2022 survey from Pew Analysis Heart, and greater than half of them say they don’t seem to be seeking to date.

“Entrepreneurs alienating total teams of shoppers — not solely is it dangerous for society, however it’s dangerous enterprise generally,” mentioned Angeline Shut Scheinbaum, affiliate professor of promoting at Wilbur O. and Ann Powers School of Enterprise at Clemson College.

“It is a prime time to speak with folks,” mentioned Peter McGraw, a behavioral economist at College of Colorado Boulder and the creator of “Solo: Constructing a Outstanding Lifetime of Your Personal,” including that companies could possibly be doing extra to cater to a big group. He pointed to the spending spree on Alibaba’s Singles Day on Nov. 11, a profitable day for on-line purchasing in China. “It’s simply really easy to do in your messaging.”

Even the self-care market, which has turn out to be a multibillion greenback business, now performs into the vacation. Searches on Etsy for “self-gift” forward of Valentine’s Day have elevated 12 p.c this 12 months in comparison with final 12 months, the corporate mentioned.

“Studying tips on how to love myself is an enormous endeavor proper now,” mentioned Kim McCoy, a speech language pathologist from Oregon. This 12 months, after a breakup, Ms. McCoy is taking a while to romance herself. She has purchased herself some flowers and is planning to attend an “ecstatic dance” occasion with a buddy.

Naming a rat after her ex made Ms. Calman really feel higher, however it additionally helped her join with family and friends as she shared a shaggy dog story. “Possibly platonic love is extra essential,” she mentioned. “I do get to spend it with folks I like and care about, and doing issues we take pleasure in.”

The advertising across the day might in the end cover the reality about why the vacation has persevered by way of time. “The purpose of the day is pure,” Dr. Scheinbaum mentioned. “It’s to have a good time and acknowledge love — and that can by no means go away.”