Valentine’s Day may be top of mind this time of year, but while hearts, cards, and chocolates get all the attention, college planning rarely does. Still, early-year planning can be one of the smartest ways families show a little love to their future finances. Starting the college conversation now gives parents and students time to explore options, understand true costs, and make thoughtful, strategic decisions, long before deadlines, pressure, and tuition bills arrive.

College Planning Starts Earlier Than You Think

College planning is often thought of as a senior-year task, but in reality, it’s the very first step, especially for families with younger students. Starting early opens the door to more options and greater flexibility, allowing families to explore a wider range of schools, understand how costs add up, and take advantage of opportunities that can improve affordability over time. With fewer time constraints, decisions are more thoughtful and less reactive, helping families avoid last-minute choices driven by deadlines rather than long-term value.

Early planning also allows families to think strategically about college selection. The best college fit isn’t just about academics; it’s about finding the right balance between academic, financial, and social fit. Equally important is having the “Money Talk” sooner rather than later. When parents clearly communicate what they can afford before applications are submitted, students can focus on colleges that align with those realities. Skipping that conversation often leads to unnecessary stress when acceptance letters arrive, and costs don’t match expectations. Starting early helps set clear expectations and creates a smoother, more confident path forward.

The Love Language of Financial Aid

Understanding financial aid is a critical part of the college planning process, and timing plays a much bigger role than many families realize. Admissions decisions and merit scholarship notifications often arrive weeks (or even months) before full financial aid packages, which are typically released in March. This gap can create a false sense of affordability or excitement around an offer that hasn’t yet been fully explained. In some cases, private colleges may send preliminary or partial aid information earlier as they work to secure enrollment, adding another layer of complexity. Without understanding how these timelines work, families may feel pressured to make decisions before they have all the facts. Being prepared to interpret early offers, and knowing what information is still pending helps families stay grounded and avoid costly assumptions.

Adding to the challenge, financial aid letters are far from standardized. Each college presents its offer differently, which makes side-by-side comparisons difficult. Some schools provide a detailed breakdown of tuition, fees, housing, and indirect costs such as books, travel, and personal expenses. Others highlight scholarships and grants while downplaying the total cost or including loans and work-study as “aid,” which can make an offer appear more generous than it actually is. This is why families must focus on the full cost of attendance, not just the amount of free money offered. Understanding what must be paid out of pocket or borrowed, each year, is essential to making an informed decision.

It’s also important for families to recognize that merit aid is not awarded based solely on financial need. Colleges often allocate their most generous scholarships to students they are most eager to enroll, using academic metrics as a guide. A student’s GPA, the rigor of their coursework, and their class rank can significantly influence both merit and need-based aid offers. Two students with similar financial profiles may receive very different packages depending on how they compare academically within a school’s applicant pool. When evaluating offers, families should take an “apples to apples” approach, comparing total costs across schools rather than focusing on scholarship size alone. A smaller award from a lower-cost institution may ultimately be the better financial decision than a larger scholarship attached to a much higher price tag.

The Best Valentine’s Gift Is a Plan

Valentine’s Day is often about thoughtful gestures, but some of the most meaningful acts of care happen behind the scenes. Starting the college planning process early, having honest conversations, understanding financial aid, and making strategic choices can be one of the most impactful ways families show love and support. While chocolates and cards may fade, a well-considered college plan lasts far longer, helping students step confidently into their future without unnecessary financial stress.