Valentine's Day Was an Occasion for Declaring One's Affections.
Valentine's Day, celebrated annually on February 14th, has long been a time for expressing romantic love. While its observance dates back to medieval times, its modern form has evolved significantly, blending historical traditions with consumer culture. Beyond declarations of affection for others, the holiday can also be an opportunity to prioritize self-love and personal well-being.
The Historical Roots of Valentine's Day
The celebration of romantic love on February 14th dates back to medieval times. Historians generally attribute the connection between romance and this specific date to Geoffrey Chaucer (1340-1400), the English poet and author of The Canterbury Tales, rather than to early Christian martyrs as was once commonly believed.
Throughout the late Middle Ages and early modern period, Valentine's Day was an occasion for openly declaring one's affections or even using divination to discover the identity of a future spouse. For instance, a custom involved sleeping on a pillow with five bay leaves pinned to it, which was believed to induce a dream revealing one's true love. Observances ranged from elegant courtly affairs to more boisterous public serenades (charivari).
The tradition of exchanging Valentine's Day cards began with handmade creations. By the early 19th century, printed cards became common in England, a fashion that quickly spread to the United States in the 1840s, sparking a widespread "Valentine mania."
How Did Valentine's Day Become a Commercial Holiday?
The industrialized world of the early 1800s saw a significant reduction in public holidays. As traditional Christian feasting and fasting days gave way to a calendar focused on efficiency, merchants recognized an opportunity. By popularizing and commercializing Valentine's Day, the merchant class reshaped and romanticized the holiday for their own purposes, demonstrating how businesses could profit by creating new meaning for an old tradition.
The commercial success of Valentine's Day quickly extended beyond printing companies. Various industries found they could boost sales by linking their products to the holiday, with women and children often being primary targets for this commercialization of sentiment. These businesses included:
- Confectioners selling candies and chocolates
- Florists offering roses and other blooms
- Jewelers with romantic gifts
- Photographers capturing couples' portraits
- Manufacturers of pens, pins, and various knick-knacks
The Valentine's Day industry continued to expand throughout the 20th century. By the 1990s, candy sales for the occasion exceeded $600 million, and an estimated 70 million roses were given. Restaurants filled with couples seeking romantic dining experiences, and over a billion cards were exchanged annually in the United States alone, with school children playing a significant role. Hallmark Cards, a major American manufacturer, produced over 2,000 different designs each year. Interestingly, Valentine cards were not always straightforward declarations of love; anonymous insulting or sarcastic cards, sometimes aimed at women, and humorous or even vulgar cards were also popular well into the late 20th century.
Valentine's Day Beyond Borders: A Global Celebration
Today, Valentine's Day is celebrated in songs and films as a symbol of romantic love. It's a day for dances, gala balls, and promotions for "honeymoon suites" aimed at rekindling ardor. Public spaces are often adorned with heart shapes pierced by Cupid's arrow. Over the years, the holiday has spread beyond England and America to Europe, Asia, and other English-speaking countries like South Africa and Australia, making the production and sale of Valentine cards a worldwide phenomenon.