Advertisements and promotions around holidays — particularly ones that celebrate relationships — can cause anxiety and depression. And we’re bombarded with them: Overall, we’ve gone from being exposed to around 500 ads a day in the 1970s to around 5,000 a day now.

A growing number of retailers, florists, media companies and more are taking a thoughtful approach to marketing, trying not to inundate their customers with ads that’ll hurt them.