For some members of Toronto’s Filipino community, Valentine’s Day this year will look less like dinners and gifts and more like work shifts and time spent with family, as rising living costs continue to influence how people choose to celebrate.
In Little Manila, several Filipinos said financial responsibilities and everyday expenses are shaping how they approach the holiday, with some choosing to work through Valentine’s Day rather than spend money.
“I work. We need the money, you know,” said Ruby Bualoy, who plans to spend the day working before having a simple dinner at home with her husband. “We have lots of bills to pay, and I have my family to support in the Philippines, so I need to work hard.”
Bualoy said her priorities have shifted over time, especially with financial obligations that extend beyond Canada. Supporting family members in the Philippines means celebrations have become smaller and more practical.
“Maybe spend time with my husband after work,” she said. “He usually just buys me chocolates. It’s better to stay at home.”
Her experience reflects a broader trend across Canada, where rising costs have affected how people spend on non-essential occasions.
Canada’s Food Price Report projects food prices to increase between four and six per cent this year, continuing pressure on household budgets already affected by higher grocery and housing costs.
Housing is considered unaffordable in Canada when households spend 30 per cent or more of their income on shelter costs, and recent Statistics Canada data shows more than one in five households fall into that category, leaving less room for discretionary spending such as dining out or holiday purchases.
For a married couple, Jonathan and Dina Elpidama, Valentine’s Day remains something to celebrate, but in simpler ways than before. The couple said they now divide celebrations between going out occasionally and spending time at home with family.
“Yes, of course,” Jonathan said when asked if they still celebrate the holiday. “But now, not as expensive. We just do something unique and something precious. We get something that is needed at home.”
The couple said celebrations have gradually moved toward cooking and gathering with children and grandchildren, rather than travelling or dining at more expensive restaurants. Dina added that winter weather and health considerations also play a role in keeping celebrations closer to home.
Statistics Canada data shows Filipino Canadians are strongly represented in service, healthcare, and hospitality industries, sectors that have been particularly affected by rising costs and economic uncertainty. The data also shows Filipino households are more likely to have multiple earners, reflecting shared financial responsibilities within families that can influence spending decisions during holidays.
Loida Benavidez said her family continues to acknowledge Valentine’s Day, but without placing importance on gifts or expensive outings.
“Well, it’s always like a family,” she said. “It doesn’t matter as long as we are bonded with our kids.”
Benavidez said celebrations usually involve going out to eat together, depending on her children’s availability, but the meaning of the day has changed over time.
“Nowadays, it’s the simple things,” she said. “Every day is gift-giving even without any occasion.”
While some still celebrate the occasion with small gestures, many said rising expenses have changed expectations around Valentine’s Day, moving the focus away from spending and toward time spent together.
Affordability concerns have been widely reported across Canada in recent years, with surveys showing a growing number of Canadians reducing discretionary spending due to higher living costs.
Despite the financial pressures, the holiday itself has not disappeared. Instead, celebrations have adapted to fit changing circumstances, whether that means working through the day or spending time with extended family.
For many in the Filipino community, Valentine’s Day continues to be celebrated, but in ways that reflect current economic challenges.
“We can get the best of both worlds. We can save, at the same time, make it a very special day,” Jonathan said.
