Drop your wallet.

The time you spend matters more than the money you spend on a gift for your significant other.

The so-called “Hallmark Holiday” is unlike other consumerist holidays with regards to the pressures on teens and young adults to prove their love by spending more. According to Consumerist, the average American will spend $142.31 for this holiday.

Advertising for big companies fuels spending. From beautiful necklaces and flowers to the musical Beautiful, “there is a lot of increased demand because of the phrase ‘Valentine’s Day,’” says David Feeley, teacher of career and technical education classes.

Although teens in relationships may not spend this much money, it doesn’t mean they aren’t affected by society’s standards. Instead of feeling excitement to celebrate important relationships, many students feel conflicted or frustrated.

“Spending too much money might make a person go broke, but too little may make it seem like they don’t care,” says Ezra Averyhart, senior.

What’s good for the jewelry, chocolate and lingerie stores isn’t necessarily the best for couples.

“There is pressure from the American culture to spend money and buy material things for their significant other,” says Jordan Wallace, junior. “Depending on the relationship, they may be able to overcome these cultural necessities.”

There are plenty of ways to avoid shopping altogether.

Homemade cards last. “When you’re 50 years old, you can look back at a card from someone you had a special relationship with in high school,” Feeley says.