How did Valentine's Day become so commercial—and is it a bad thing? ( courtecy;- by
Diana and Cupid by Pompeo Batoni. While Cupid is often portrayed as a young child on Valentine's Day cards, it is the story of adolescent Cupid and his love for Psyche that connected him with the holiday. Credit: Wikimedia Commons
From striking women with goat’s skin to showering them with chocolates and flowers, here is how Valentine’s Day became the holiday we know today.
Ancient Origins
According to historians, Valentine’s Day is a successor of the ancient Roman feast of Lupercalia dating back to 300BC. Every year between February 13 and February 15, the Romans engaged in celebrations and rituals to honor the coming of spring. One of these rituals involved sacrificing a dog or a goat and using its skin to whip women, an act that was believed to increase their fertility.
In addition, Lupercalia debuted the ancient version of a blind date: men’s and women’s names were drawn via a lottery and randomly matched to spend the holiday together. If they fancied each other at the end of the feast, they would marry soon after.
Valentine’s Day
In the 5th century A.D., Pope Gelasius I decided to expel the pagan holiday and replace it with a day for the celebration of a martyr called Valentine, who was executed by Emperor Claudius II.
There are different legends about who St. Valentine was. One tells the story of a Christian priest who was imprisoned and fell in love with his jailer’s daughter. Before his death, he signed a love letter to her with the words “from your Valentine.”
Another legend tells about a priest who ignored Emperor Claudius II's ban on marriage for young men in his army. The priest continued to marry couples who were in love for which he was eventually executed.
Modern History
The man famous for sending (supposedly) the first Valentine’s Day card was 21-year-old Charles, Duke of Orleans. In 1415, while he was imprisoned in the Tower of London, he sent a poem titled Farewell to Love to his 16-year-old wife Bonne of Armagnac. Charles, apparently, liked writing poems, as he would eventually produce more than 500 of them during his life.
Curiously, Bonne was Charles’ second of three wives. The first one he married when he was 12 and she was 17. His third wife was 14 at the time of marriage and Charles was 46, after having spent 25 years in prison.
The original French text and translation of Charles of Orleans' poem Farewell to Love. Credit: Wikimedia Commons
Authors like Chaucer and Shakespeare popularized Valentine’s Day with their works and contributed to its transformation into a holiday of matchmaking and gift-giving.
During the 17th and 18th centuries, the holiday began resembling its modern consumer-oriented incarnation. While the common folk exchanged cards and turned to divinations to reveal their future romantic partners, the aristocracy engaged in more sophisticated activities.
In the European courts, where elaborate displays of fashion and style were already common, the holiday was celebrated by gifting expensive presents to selected people called “Valentines” and “the formal offering of compliments in rhyme and verse.”
Commercialization
What helped St. Valentine’s Day take root across the ocean in the United States was the nation's emerging consumer and popular culture, boosted by the influence of advertising and the following developments in printing and mass production.
Hallmark card from the 1920s. The color on this and other Hallmark cards through the 1920s and 1930s was applied by hand, until lithography made color printing feasible. Credit: Hallmark.
In the 1840s, an American newspaper called The Public Ledger endorsed the holiday saying that people needed “more soul-play and less head-work” and more opportunities that allowed for an “abandon of feeling.” The meaning of “valentine” transformed from signifying a person to referring to an object of exchange.
In the following decades, the marketing machines of many companies turned their wheels to lure more and more customers into celebrating the holiday, and convince them to purchase valentines—in the forms of cards, chocolates, flowers, and jewelry—for their loved ones. Nowadays, even for the non-celebrating or single individual, there is plenty of anti-Valentine merchandise to go around.
Even if you don’t like Valentine’s Day, or capitalism, you can still buy a card to express that. Wait, what? Credit: Etsy
Somewhere along the way, a whole Valentine’s Day family emerged called the Valentine Week. These are the seven days before February 14, each of which has a special name to encourage the celebration of love. Starting on February 7 the days are: Rose Day, Propose Day, Chocolate Day, Teddy Day, Promise Day, Hug Day and Kiss Day.
Love is…
Valentine’s Day has certainly contributed to the way western culture celebrates and expresses love, associating it more closely with the material. U.S. consumer spending for 2018 is expected to be $19.6 billion.
There is certainly room for debate, however, about whether the function of the holiday is that different from the way people have celebrated it since the beginning.
Yale sociologist Jefferey Alexander points out that rituals have always been an important part of human culture and can “help renew a flagging sense of solidarity.” Gift giving has also always been an important way to create peace and reciprocity.
“I think gifts can be thought of as materializations of meanings and emotions, rather than as commercial or financial exchanges. Let’s take the idea of a heart, which was a symbol people used long before Valentine’s Day. The gifts we exchange on Valentine’s Day are supposed to symbolize the emotions that come out of the heart. Of course, today when everything is commodified, people feel there is a correlation between the emotion communicated in the gift and how much money you spend,” Alexander says.
This commodification is not just due to Valentine’s Day, however. For the contemporary man and woman, a romantic relationship comes inevitably with material and financial considerations.
Ultimately, how we choose to celebrate Valentine’s Day is up to us. Taking part in a collective ritual, however, has a positive effect on our feelings of belonging, and thanks to the commercialization of the holiday, there is a way for everyone to participate.
Valentine's Day ;-
The Dark Origins Of Valentine's Day
Valentine's Day is a time to celebrate romance and love and kissy-face fealty. But the origins of this festival of candy and cupids are actually dark, bloody — and a bit muddled.
Though no one has pinpointed the exact origin of the holiday, one good place to start is ancient Rome, where men hit on women by, well, hitting them.
Those Wild And Crazy Romans
From Feb. 13 to 15, the Romans celebrated the feast of Lupercalia. The men sacrificed a goat and a dog, then whipped women with the hides of the animals they had just slain.
The Roman romantics "were drunk. They were naked," says Noel Lenski, a historian at the University of Colorado at Boulder. Young women would actually line up for the men to hit them, Lenski says. They believed this would make them fertile.
The brutal fete included a matchmaking lottery, in which young men drew the names of women from a jar. The couple would then be, um, coupled up for the duration of the festival — or longer, if the match was right.
The ancient Romans may also be responsible for the name of our modern day of love. Emperor Claudius II executed two men — both named Valentine — on Feb. 14 of different years in the 3rd century A.D. Their martyrdom was honored by the Catholic Church with the celebration of St. Valentine's Day.
Later, Pope Gelasius I muddled things in the 5th century by combining St. Valentine's Day with Lupercalia to expel the pagan rituals. But the festival was more of a theatrical interpretation of what it had once been. Lenski adds, "It was a little more of a drunken revel, but the Christians put clothes back on it. That didn't stop it from being a day of fertility and love."
Around the same time, the Normans celebrated Galatin's Day. Galatin meant "lover of women." That was likely confused with St. Valentine's Day at some point, in part because they sound alike.
Shakespeare In Love
As the years went on, the holiday grew sweeter. Chaucer and Shakespeare romanticized it in their work, and it gained popularity throughout Britain and the rest of Europe. Handmade paper cards became the tokens-du-jour in the Middle Ages.
Eventually, the tradition made its way to the New World. The industrial revolution ushered in factory-made cards in the 19th century. And in 1913, Hallmark Cards of Kansas City, Mo., began mass producing valentines. February has not been the same since.
Today, the holiday is big business: According to market research firm IBIS World, Valentine's Day sales reached $17.6 billion last year; this year's sales are expected to total $18.6 billion.
But that commercialization has spoiled the day for many. Helen Fisher, a sociologist at Rutgers University, says we have only ourselves to blame.
"This isn't a command performance," she says. "If people didn't want to buy Hallmark cards, they would not be bought, and Hallmark would go out of business."
And so the celebration of Valentine's Day goes on, in varied ways. Many will break the bank buying jewelry and flowers for their beloveds. Others will celebrate in a SAD (that's Single Awareness Day) way, dining alone and binging on self-gifted chocolates. A few may even be spending this day the same way the early Romans did. But let's not go there.
ORIGINAL HISTORY OF
Valentine's Day and COURTECY;-
| Valentine's Day | |
|---|---|
1909 Valentine's card
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| Also called | Saint Valentine's Day or the Feast of Saint Valentine |
| Observed by | People in many countries; Anglican Communion (see calendar) Lutheran Church (see calendar) |
| Type | Christian, cultural, commercial |
| Significance | Feast day of Saint Valentine; the celebration of love and affection |
| Observances | Sending greeting cards and gifts, dating, church services |
| Date |
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| Frequency | annual |
| Part of a series on |
| Love |
|---|
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Valentine's Day, also called Saint Valentine's Day or the Feast of Saint Valentine,[1] is celebrated annually on February 14. Originating as a Western Christian feast day honoring one or two early saints named Valentinus, Valentine's Day is recognized as a significant cultural, religious, and commercial celebration of romance and romantic love in many regions around the world, although it is not a public holiday in any country.
Martyrdom stories associated with various Valentines connected to February 14 are presented in martyrologies,[2]including a written account of Saint Valentine of Rome's imprisonment for performing weddings for soldiers, who were forbidden to marry, and for ministering to Christians persecuted under the Roman Empire.[3] According to legend, during his imprisonment Saint Valentine restored sight to the blind daughter of his judge,[4] and before his execution he wrote her a letter signed "Your Valentine" as a farewell.[5]
The day first became associated with romantic love within the circle of Geoffrey Chaucer in the 14th century, when the tradition of courtly love flourished. In 18th-century England, it evolved into an occasion in which lovers expressed their love for each other by presenting flowers, offering confectionery, and sending greeting cards (known as "valentines"). In Europe, Saint Valentine's Keys are given to lovers "as a romantic symbol and an invitation to unlock the giver’s heart", as well as to children, in order to ward off epilepsy (called Saint Valentine's Malady).[6] Valentine's Day symbols that are used today include the heart-shaped outline, doves, and the figure of the winged Cupid. Since the 19th century, handwritten valentines have given way to mass-produced greeting cards.[7]
Saint Valentine's Day is an official feast day in the Anglican Communion[8] and the Lutheran Church.[9] Many parts of the Eastern Orthodox Church also celebrate Saint Valentine's Day, albeit on July 6 and July 30, the former date in honor of the Roman presbyter Saint Valentine, and the latter date in honor of Hieromartyr Valentine, the Bishop of Interamna (modern Terni).[10]
Saint Valentine
History
Numerous early Christian martyrs were named Valentine.[11] The Valentines honored on February 14 are Valentine of Rome (Valentinus presb. m. Romae) and Valentine of Terni (Valentinus ep. Interamnensis m. Romae).[12] Valentine of Rome was a priest in Rome who was martyred in 269 and was added to the calendar of saints by Pope Galesius in 496 and was buried on the Via Flaminia. The relics of Saint Valentine were kept in the Church and Catacombs of San Valentino in Rome, which "remained an important pilgrim site throughout the Middle Ages until the relics of St. Valentine were transferred to the church of Santa Prassede during the pontificate of Nicholas IV".[13][14] The flower-crowned skull of Saint Valentine is exhibited in the Basilica of Santa Maria in Cosmedin, Rome. Other relics are found at Whitefriar Street Carmelite Church in Dublin, Ireland.[15]
Valentine of Terni became bishop of Interamna (modern Terni) and is said to have been martyred during the persecution under Emperor Aurelian in 273. He is buried on the Via Flaminia, but in a different location from Valentine of Rome. His relics are at the Basilica of Saint Valentine in Terni (Basilica di San Valentino). Jack B. Oruch states that "abstracts of the acts of the two saints were in nearly every church and monastery of Europe."[16] The Catholic Encyclopedia also speaks of a third saint named Valentine who was mentioned in early martyrologies under date of February 14. He was martyred in Africa with a number of companions, but nothing more is known about him.[17] Saint Valentine's head was preserved in the abbey of New Minster, Winchester, and venerated.[18]
February 14 is celebrated as St. Valentine's Day in various Christian denominations; it has, for example, the rank of 'commemoration' in the calendar of saints in the Anglican Communion.[8] In addition, the feast day of Saint Valentine is also given in the calendar of saints of the Lutheran Church.[9] However, in the 1969 revision of the Roman Catholic Calendar of Saints, the feast day of Saint Valentine on February 14 was removed from the General Roman Calendar and relegated to particular (local or even national) calendars for the following reason: "Though the memorial of Saint Valentine is ancient, it is left to particular calendars, since, apart from his name, nothing is known of Saint Valentine except that he was buried on the Via Flaminia on February 14."[19]
The feast day is still celebrated in Balzan (Malta) where relics of the saint are claimed to be found, and also throughout the world by Traditionalist Catholics who follow the older, pre-Second Vatican Council calendar.
In the Eastern Orthodox Church, St. Valentine is recognized on July 6, in which Saint Valentine, the Roman presbyter, is honoured; in addition, the Eastern Orthodox Church observes the feast of Hieromartyr Valentine, Bishop of Interamna, on July 30.[20][21][22]
Legends
J.C. Cooper, in The Dictionary of Christianity, writes that Saint Valentine was "a priest of Rome who was imprisoned for succouring persecuted Christians."[23] Contemporary records of Saint Valentine were most probably destroyed during this Diocletianic Persecution in the early 4th century.[24] In the 5th or 6th century, a work called Passio Marii et Marthaepublished a story of martyrdom for Saint Valentine of Rome, perhaps by borrowing tortures that happened to other saints, as was usual in the literature of that period. The same events are also found in Bede's Martyrology, which was compiled in the 8th century.[24][25] It states that Saint Valentine was persecuted as a Christian and interrogated by Roman EmperorClaudius II in person. Claudius was impressed by Valentine and had a discussion with him, attempting to get him to convert to Roman paganism in order to save his life. Valentine refused and tried to convert Claudius to Christianity instead. Because of this, he was executed. Before his execution, he is reported to have performed a miracle by healing Julia, the blind daughter of his jailer Asterius. The jailer's daughter and his forty-six member household (family members and servants) came to believe in Jesus and were baptized.[26][24]
A later Passio repeated the legend, adding that Pope Julius I built a church over his sepulchre (it is a confusion with a 4th-century tribune called Valentino who donated land to build a church at a time when Julius was a Pope).[25] The legend was picked up as fact by later martyrologies, starting by Bede's martyrology in the 8th century.[25] It was repeated in the 13th century, in The Golden Legend.[27]
There is an additional embellishment to The Golden Legend, which according to Henry Ansgar Kelly, was added centuries later, and widely repeated.[28] On the evening before Valentine was to be executed, he is supposed to have written the first "valentine" card himself, addressed to the daughter of his jailer Asterius, who was no longer blind, signing as "Your Valentine."[28] The expression "From your Valentine" was later adopted by modern Valentine letters.[29] This legend has been published by both American Greetings and The History Channel.[30]
John Foxe, an English historian, as well as the Order of Carmelites, state that Saint Valentine was buried in the Church of Praxedes in Rome, located near the cemetery of Saint Hippolytus. This order says that according to legend, "Julia herself planted a pink-blossomed almond tree near his grave. Today, the almond tree remains a symbol of abiding love and friendship."[31][32]
Another embellishment suggests that Saint Valentine performed clandestine Christian weddings for soldiers who were forbidden to marry.[33] The Roman Emperor Claudius II supposedly forbade this in order to grow his army, believing that married men did not make for good soldiers.[33][34] However, George Monger writes that this marriage ban was never issued and that Claudius II told his soldiers to take two or three women for themselves after his victory over the Goths.[35]
According to legend, in order "to remind these men of their vows and God’s love, Saint Valentine is said to have cut hearts from parchment", giving them to these soldiers and persecuted Christians, a possible origin of the widespread use of hearts on St. Valentine's Day.[36]
Saint Valentine supposedly wore a purple amethyst ring, customarily worn on the hands of Christian bishops with an image of Cupid engraved in it, a recognizable symbol associated with love that was legal under the Roman Empire;[34][37] Roman soldiers would recognize the ring and ask him to perform marriage for them.[34] Probably due to the association with Saint Valentine, amethyst has become the birthstone of February, which is thought to attract love.[38]
Folk traditions
While the European folk traditions connected with Saint Valentine and St. Valentine's Day have become marginalized by the modern Anglo-American customs connecting the day with romantic love, there are some remaining associations connecting the saint with the advent of spring.
While the custom of sending cards, flowers, chocolates and other gifts originated in the UK, Valentine's Day still remains connected with various regional customs in England. In Norfolk, a character called 'Jack' Valentine knocks on the rear door of houses leaving sweets and presents for children. Although he was leaving treats, many children were scared of this mystical person.[39][40]
In Slovenia, Saint Valentine or Zdravko was one of the saints of spring, the saint of good health and the patron of beekeepers and pilgrims.[41] A proverb says that "Saint Valentine brings the keys of roots". Plants and flowers start to grow on this day. It has been celebrated as the day when the first work in the vineyards and in the fields commences. It is also said that birds propose to each other or marry on that day. Another proverb says "Valentin – prvi spomladin" ("Valentine — the first spring saint"), as in some places (especially White Carniola), Saint Valentine marks the beginning of spring.[42] Valentine's Day has only recently been celebrated as the day of love. The day of love was traditionally March 12, the Saint Gregory's day, or February 22, Saint Vincent's Day. The patron of love was Saint Anthony, whose day has been celebrated on June 13.[41]
Connection with romantic love
Lupercalia
There is no evidence of any link between St. Valentine's Day and the rites of the ancient Roman festival Lupercalia, despite many claims by many authors.[18][43][notes 1][44] The celebration of Saint Valentine did not have any romantic connotations until Chaucer's poetry about "Valentines" in the 14th century.[24] Popular modern sources claim links to unspecified Greco-Roman February holidays alleged to be devoted to fertility and love to St. Valentine's Day, but prior to Chaucer in the 14th century, there were no links between the saints named Valentinus and romantic love.[24]
In Ancient Rome, Lupercalia, observed February 13–15, was an archaic rite connected to fertility. Lupercalia was a festival local to the city of Rome. The more general Festival of Juno Februa, meaning "Juno the purifier" or "the chaste Juno", was celebrated on February 13–14. Pope Gelasius I (492–496) abolished Lupercalia. Some researchers have theorized that Gelasius I replaced Lupercalia with the celebration of the Purification of the Blessed Virgin Mary and claim a connection to the 14th century's connotations of romantic love, but there is no historical indication that he ever intended such a thing.[44][notes 2][45] Also, the dates do not fit because at the time of Gelasius I, the feast was only celebrated in Jerusalem, and it was on February 14 only because Jerusalem placed the Nativity of Jesus (Christmas) on January 6.[notes 3] Although it was called "Purification of the Blessed Virgin Mary", it also dealt with the presentation of Jesus at the temple.[46] Jerusalem's Purification of the Blessed Virgin Mary on February 14 became the Presentation of Jesus at the Temple on February 2 as it was introduced to Rome and other places in the sixth century, after Gelasius I's time.[46]
Alban Butler in his Lifes of the Principal Saints (1756–1759) claimed without proof that men and women in Lupercalia drew names from a jar to make couples, and that modern Valentine's letters originated from this custom. In reality, this practice originated in the Middle Ages, with no link to Lupercalia, with men drawing the names of girls at random to couple with them. This custom was combated by priests, for example by Frances de Sales around 1600, apparently by replacing it with a religious custom of girls drawing the names of apostles from the altar. However, this religious custom is recorded as soon as the 13th century in the life of Saint Elizabeth of Hungary, so it could have a different origin.[18]
Chaucer's love birds
Jack B. Oruch writes that the first recorded association of Valentine's Day with romantic love is in Parlement of Foules(1382) by Geoffrey Chaucer.[24] Chaucer wrote:
["For this was on St. Valentine's Day, when every bird cometh there to choose his mate."]
This poem was written to honor the first anniversary of the engagement of King Richard II of England to Anne of Bohemia.[47] A treaty providing for a marriage was signed on May 2, 1381.[48]
Readers have uncritically assumed that Chaucer was referring to February 14 as Valentine's Day; however, mid-February is an unlikely time for birds to be mating in England. Henry Ansgar Kelly has observed that Chaucer might have had in mind the feast day of St. Valentine of Genoa, an early bishop of Genoa who died around AD 307; it was probably celebrated on 3 May.[47][49][50] Jack B. Oruch notes that the date on which spring begins has changed since Chaucer's time because of the precession of the equinoxes and the introduction of the more accurate Gregorian calendar only in 1582. On the Julian calendar in use in Chaucer's time, February 14 would have fallen on the date now called February 23, a time when some birds have started mating and nesting in England.[24]
Chaucer's Parliament of Foules refers to a supposedly established tradition, but there is no record of such a tradition before Chaucer. The speculative derivation of sentimental customs from the distant past began with 18th-century antiquaries, notably Alban Butler, the author of Butler's Lives of Saints, and have been perpetuated even by respectable modern scholars. Most notably, "the idea that Valentine's Day customs perpetuated those of the Roman Lupercalia has been accepted uncritically and repeated, in various forms, up to the present".[18][51]
Three other authors who made poems about birds mating on St. Valentine's Day around the same years: Otton de Grandson from Savoy, John Gower from England, and a knight called Pardo from Valencia. Chaucer most probably predated all of them but, due to the difficulty of dating medieval works, it is not possible to ascertain which of the four first had the idea and influenced the others.[52]
Court of love
The earliest description of February 14 as an annual celebration of love appears in the Charter of the Court of Love. The charter, allegedly issued by Charles VI of France at Mantes-la-Jolie in 1400, describes lavish festivities to be attended by several members of the royal court, including a feast, amorous song and poetry competitions, jousting and dancing.[53] Amid these festivities, the attending ladies would hear and rule on disputes from lovers.[54] No other record of the court exists, and none of those named in the charter were present at Mantes except Charles's queen, Isabeau of Bavaria, who may well have imagined it all while waiting out a plague.[53]
Valentine poetry
The earliest surviving valentine is a 15th-century rondeau written by Charles, Duke of Orléans to his wife, which commences.
At the time, the duke was being held in the Tower of London following his capture at the Battle of Agincourt, 1415.[56]
The earliest surviving valentines in English appear to be those in the Paston Letters, written in 1477 by Margery Brewes to her future husband John Paston "my right well-beloved Valentine".[57]
Valentine's Day is mentioned ruefully by Ophelia in William Shakespeare's Hamlet (1600–1601):
John Donne used the legend of the marriage of the birds as the starting point for his epithalamion celebrating the marriage of Elizabeth, daughter of James I of England, and Frederick V, Elector Palatine, on Valentine's Day:
The verse "Roses are red" echoes conventions traceable as far back as Edmund Spenser's epic The Faerie Queene (1590):
The modern cliché Valentine's Day poem can be found in the collection of English nursery rhymes Gammer Gurton's Garland (1784):
Modern times
In 1797, a British publisher issued The Young Man's Valentine Writer, which contained scores of suggested sentimental verses for the young lover unable to compose his own. Printers had already begun producing a limited number of cards with verses and sketches, called "mechanical valentines." Paper Valentines became so popular in England in the early 19th century that they were assembled in factories. Fancy Valentines were made with real lace and ribbons, with paper lace introduced in the mid-19th century.[61] In 1835, 60,000 Valentine cards were sent by post in Britain, despite postage being expensive.[62]
A reduction in postal rates following Sir Rowland Hill's postal reforms with the 1840 invention of the postage stamp (Penny Black) saw the number of Valentines posted increase, with 400,000 sent just one year after its invention, and ushered in the less personal but easier practice of mailing Valentines.[63] That made it possible for the first time to exchange cards anonymously, which is taken as the reason for the sudden appearance of racy verse in an era otherwise prudishly Victorian.[64] Production increased, "Cupid's Manufactory" as Charles Dickens termed it, with over 3,000 women employed in manufacturing.[63] The Laura Seddon Greeting Card Collection at Manchester Metropolitan University gathers 450 Valentine's Day cards dating from early nineteenth century Britain, printed by the major publishers of the day.[65] The collection appears in Seddon's book Victorian Valentines (1996).[66]
In the United States, the first mass-produced Valentines of embossed paper lace were produced and sold shortly after 1847 by Esther Howland (1828–1904) of Worcester, Massachusetts.[67][68] Her father operated a large book and stationery store, but Howland took her inspiration from an English Valentine she had received from a business associate of her father.[69][70] Intrigued with the idea of making similar Valentines, Howland began her business by importing paper lace and floral decorations from England.[70][71] A writer in Graham's American Monthly observed in 1849, "Saint Valentine's Day ... is becoming, nay it has become, a national holyday."[72] The English practice of sending Valentine's cards was established enough to feature as a plot device in Elizabeth Gaskell's Mr. Harrison's Confessions (1851): "I burst in with my explanations: 'The valentine I know nothing about.' 'It is in your handwriting', said he coldly."[73] Since 2001, the Greeting Card Association has been giving an annual "Esther Howland Award for a Greeting Card Visionary".[68]
Since the 19th century, handwritten notes have given way to mass-produced greeting cards.[7] In the UK, just under half of the population spend money on their Valentines, and around £1.9 billion was spent in 2015 on cards, flowers, chocolates and other gifts.[74] The mid-19th century Valentine's Day trade was a harbinger of further commercialized holidays in the U.S. to follow.[75]
In 1868, the British chocolate company Cadbury created Fancy Boxes — a decorated box of chocolates — in the shape of a heart for Valentine's Day.[76] Boxes of filled chocolates quickly became associated with the holiday.[76] In the second half of the 20th century, the practice of exchanging cards was extended to all manner of gifts, such as giving jewelry.
The U.S. Greeting Card Association estimates that approximately 190 million valentines are sent each year in the US. Half of those valentines are given to family members other than husband or wife, usually to children. When the valentine-exchange cards made in school activities are included the figure goes up to 1 billion, and teachers become the people receiving the most valentines.[67] The average valentine’s spending has increased every year in the U.S, from $108 a person in 2010 to $131 in 2013.[77]
The rise of Internet popularity at the turn of the millennium is creating new traditions. Millions of people use, every year, digital means of creating and sending Valentine's Day greeting messages such as e-cards, love coupons or printable greeting cards. An estimated 15 million e-valentines were sent in 2010.[67] Valentine's Day is considered by some to be a Hallmark holiday due to its commercialization.[78]
In the modern era, liturgically, the Anglican Church has a service for St. Valentine's Day (the Feast of St. Valentine), which includes the optional rite of the renewal of marriage vows.[79] In 2016, Catholic Bishops of England and Wales established a novena prayer "to support single people seeking a spouse ahead of St Valentine’s Day."[80]
Celebration and status worldwide
Valentine's Day customs[which?] developed in early modern England and spread throughout the English-speaking world in the 19th century. In the later 20th and early 21st centuries, these customs spread to other countries, but their effect has been more limited than those of Hallowe'en, or than aspects of Christmas, (such as Santa Claus).[citation needed]
Due to a concentrated marketing effort, Valentine's Day is celebrated in some East Asian countries with Chinese and South Koreans spending the most money on Valentine's gifts.[81]
Americas
Latin America
In most Latin American countries, for example, Costa Rica,[82] Mexico,[83] and Puerto Rico, Saint Valentine's Day is known as Día de los Enamorados (day of lovers)[84] or as Día del Amor y la Amistad (Day of Love and Friendship). It is also common to see people perform "acts of appreciation" for their friends.[85] In Guatemala it is known as the "Día del Cariño" (Affection Day).[86] Some countries, in particular the Dominican Republic and El Salvador,[87] have a tradition called Amigo secreto ("Secret friend"), which is a game similar to the Christmas tradition of Secret Santa.[85]
In Brazil, the Dia dos Namorados (lit. "Lovers' Day", or "Boyfriends'/Girlfriends' Day") is celebrated on June 12, probably because that is the day before Saint Anthony's day, known there as the marriage saint,[88] when traditionally many single women perform popular rituals, called simpatias, in order to find a good husband or boyfriend. Couples exchange gifts, chocolates, cards and flower bouquets. The February 14 Valentine's Day is not celebrated at all because it usually falls too little before or too little after the Brazilian Carnival[89] — that can fall anywhere from early February to early March and lasts almost a week. Because of the absence of Valentine's Day and due to the celebrations of the Carnivals, Brazil was recommended by U.S. News & World Report as a tourist destination during February for Western singles who want to get away from the holiday.[90]
Colombia celebrates Día del amor y la amistad on the third Saturday in September instead.[91] Amigo Secreto is also popular there.[92]
United States
In the United States, about 190 million Valentine's Day cards are sent each year, not including the hundreds of millions of cards school children exchange.[93]
Valentine's Day is a major source of economic activity, with total expenditures in 2017 topping $18.2 billion in 2017, or over $136 per person.[94] popular gift-giving event, with This is an increase from $108 per person in 2010.[77]
Asia
China
In Chinese, Valentine's Day is called lovers' festival (simplified Chinese: 情人节; traditional Chinese: 情人節; Mandarin: Qīng Rén Jié; Hokkien: Chêng Lîn Chiat; Cantonese: Chìhng Yàhn Jit; Shanghainese Xin Yin Jiq). The "Chinese Valentine's Day" is the Qixi Festival, celebrated on the seventh day of the seventh month of the lunar calendar. It commemorates a day on which a legendary cowherder and weaving maid are allowed to be together. In Chinese culture, there is an older observance related to lovers, called "The Night of Sevens" (Chinese: 七夕; pinyin: Qi Xi). According to the legend, the Cowherd star and the Weaver Maid star are normally separated by the Milky Way (silvery river) but are allowed to meet by crossing it on the 7th day of the 7th month of the Chinese calendar.[95]
India
In India, in antiquity, there was a tradition of adoring Kamadeva, the lord of love; exemplificated by the erotic carvings in the Khajuraho Group of Monuments and by the writing of the Kamasutra.[97] This tradition was lost around the Middle Ages, when Kamadeva was no longer celebrated, and public displays of sexual affection became frowned upon.[97] This repression of public affections began to loosen in the 1990s.[98]
Valentine's Day celebrations did not catch on in India until around 1992. It was spread due to the programs in commercial TV channels, such as MTV, dedicated radio programs and love letter competitions, in addition to an economical liberalization that allowed the explosion of the valentine card industry.[97][99] Economic liberalization also helped the Valentine card industry.[99] The celebration has caused a sharp change on how people have been displaying their affection in public since the Middle Ages.[97]
In modern times, Hindu and Islamic[100] traditionalists have considered the holiday to be cultural contamination from the West, a result of the globalization in India.[97][99] Shiv Sena and the Sangh Parivar have asked their followers to shun the holiday and the "public admission of love" because of them being "alien to Indian culture".[101] Although these protests are organized by political elites, the protesters themselves are middle-class Hindu men who fear that the globalization will destroy the traditions in their society: arranged marriages, Hindu joint families, full-time mothers, etc.[99][100]
Despite these obstacles, Valentine's Day is becoming increasingly popular in India.[102]
Valentine's Day has been strongly criticized from a postcolonial perspective by intellectuals from the Indian left. The holiday is regarded as a front for "Western imperialism", "neocolonialism", and "the exploitation of working classes through commercialism by multinational corporations".[103] It is claimed that as a result of Valentine's Day, the working classes and rural poor become more disconnected socially, politically, and geographically from the hegemonic capitalist power structure. They also criticize mainstream media attacks on Indians opposed to Valentine's Day as a form of demonization that is designed and derived to further the Valentine's Day agenda.[104][105] Right wing Hindu nationalists are also hostile. In February 2012, Subash Chouhan of the Bajrang Dal warned couples that "They cannot kiss or hug in public places. Our activists will beat them up".[106] He said "We are not against love, but we criticize vulgar exhibition of love at public places".[107]
Iran
In the first part of the 21st century, the celebration of Valentine's Day in Iran has been harshly criticized by Islamic teachers who see the celebrations as opposed to Islamic culture. In 2011, the Iranian printing works owners' union issued a directive banning the printing and distribution of any goods promoting the holiday, including cards, gifts and teddy bears. "Printing and producing any goods related to this day including posters, boxes and cards emblazoned with hearts or half-hearts, red roses and any activities promoting this day are banned ... Outlets that violate this will be legally dealt with", the union warned.[108][109]
In Iran, the Sepandarmazgan, or Esfandegan, is a festival where people express love towards their mothers and wives, and it is also a celebration of earth in ancient Persian culture. It has been progressively forgotten in favor of the Western celebration of Valentine's Day. The Association of Iran's Cultural and Natural Phenomena has been trying since 2006 to make Sepandarmazgan a national holiday on February 17, in order to replace the Western holiday.[110]
Israel
In Israel, the Jewish tradition of Tu B'Av has been revived and transformed into the Jewish equivalent of Valentine's Day. It is celebrated on the 15th day of the month of Av (usually in late August). In ancient times girls would wear white dresses and dance in the vineyards, where the boys would be waiting for them (Mishna Taanith end of Chapter 4). Today, Tu B'Av is celebrated as a second holiday of love by secular people (along with Valentine's Day), and it shares many of the customs associated with Saint Valentine's Day in western societies. In modern Israeli culture Tu B'Av is a popular day to pronounce love, propose marriage and give gifts like cards or flowers.[111]
Japan
In Japan, Morozoff Ltd. introduced the holiday for the first time in 1936, when it ran an advertisement aimed at foreigners. Later in 1953, it began promoting the giving of heart-shaped chocolates; other Japanese confectionery companies followed suit thereafter. In 1958, the Isetan department store ran a "Valentine sale". Further campaigns during the 1960s popularized the custom.[112][113]
The custom that only women give chocolates to men may have originated from the translation error of a chocolate-company executive during the initial campaigns.[114] In particular, office ladies give chocolate to their co-workers. Unlike western countries, gifts such as greeting cards,[114] candies, flowers, or dinner dates[115] are uncommon, and most of the activity about the gifts is about giving the right amount of chocolate to each person.[114] Japanese chocolate companies make half their annual sales during this time of the year.[114]
Many women feel obliged to give chocolates to all male co-workers, except when the day falls on a Sunday, a holiday. This is known as giri-choko (義理チョコ), from giri ("obligation") and choko, ("chocolate"), with unpopular co-workers receiving only "ultra-obligatory" chō-giri choko cheap chocolate. This contrasts with honmei-choko (本命チョコ, lit. "true feeling chocolate"), chocolate given to a loved one. Friends, especially girls, may exchange chocolate referred to as tomo-choko (友チョコ); from tomo meaning "friend".[116]
In the 1980s, the Japanese National Confectionery Industry Association launched a successful campaign to make March 14 a "reply day", where men are expected to return the favour to those who gave them chocolates on Valentine's Day, calling it White Day for the color of the chocolates being offered. A previous failed attempt to popularize this celebration had been done by a marshmallow manufacturer who wanted men to return marshmallows to women.[112][113]
Men are expected to return gifts that are at least two or three times more valuable than the gifts received in Valentine's Day. Not returning the gift is perceived as the man placing himself in a position of superiority, even if excuses are given. Returning a present of equal value is considered as a way to say that the relationship is being cut. Originally only chocolate was given, but now the gifts of jewelry, accessories, clothing and lingerie are usual. According to the official website of White Day, the color white was chosen because it's the color of purity, evoking "pure, sweet teen love", and because it's also the color of sugar. The initial name was "Ai ni Kotaeru White Day" (Answer Love on White Day).[112][113]
In Japan, the romantic "date night" associated to Valentine's Day is celebrated on Christmas Eve.[117]
In a 2006 survey of people between 10 and 49 years of age in Japan, Oricon Style found the 1986 Sayuri Kokushō single "Valentine Kiss" to be the most popular Valentine's Day song, even though it sold only 317,000 copies.[118] The singles it beat in the ranking were number one selling "Love Love Love" from Dreams Come True (2,488,630 copies) and "Valentine's Radio" from Yumi Matsutoya (1,606,780 copies). The final song in the top five was "My Funny Valentine" by Miles Davis.[118]
In Japan, a slightly different version of a holiday based on a lovers' story called Tanabata (七夕) has been celebrated for centuries, on July 7 (Gregorian calendar).[119][better source needed] It has been considered by Westerners as similar to St. Valentine's Day.[120]
Lebanon
Saint Valentine is the patron saint for a large part of the Lebanese population. Couples take the opportunity of Valentine's feast day to exchange sweet words and gifts as proof of love. Such gifts typically include boxes of chocolates, cupcakes, and red roses, which are considered the emblem of sacrifice and passion.
Malaysia
Islamic officials in West Malaysia warned Muslims against celebrating Valentine's Day, linking it with vice activities. Deputy Prime Minister Muhyiddin Yassin said the celebration of romantic love was "not suitable" for Muslims. Wan Mohamad Sheikh Abdul Aziz, head of the Malaysian Islamic Development Department (Jakim), which oversees the country's Islamic policies said that a fatwa(ruling) issued by the country's top clerics in 2005 noted that the day 'is associated with elements of Christianity,' and 'we just cannot get involved with other religions' worshipping rituals.' Jakim officials planned to carry out a nationwide campaign called "Awas Jerat Valentine's Day" ("Mind the Valentine's Day Trap"), aimed at preventing Muslims from celebrating the day on February 14, 2011. Activities include conducting raids in hotels to stop young couples from having unlawful sex and distributing leaflets to Muslim university students warning them against the day.[121][122]
On Valentine's Day 2011, West Malaysian religious authorities arrested more than 100 Muslim couples concerning the celebration ban. Some of them would be charged in the Shariah Court for defying the department's ban against the celebration of Valentine's Day.[123]
In East Malaysia, the celebration are much more tolerated among young Muslim couples although some Islamic officials and Muslim activists from the West side have told younger generations to refrain from such celebration by organising da'wah and tried to spread their ban into the East.[124][125] In both the states of Sabah and Sarawak, the celebration is usually common with flowers.[126][127][128]
Pakistan
The concept of Valentine's Day was introduced into Pakistan during the late 1990s with special TV and radio programs. The Jamaat-e-Islami political party has called for the banning of Valentine's Day celebration.[102] Despite this, the celebration is becoming popular among urban youth and the florists expect to sell a great amount of flowers, especially red roses. The case is the same with card publishers.[129]
In 2016, local governing body of Peshwar officially banned the celebration of Valentine's Day in the city of Peshwar. The ban was also implemented in other city such as Kohat by the local government.[130]
In 2017, the Islamabad High Court banned Valentine's Day celebrations in public places in Pakistan.[131]
Philippines
In the Philippines, Valentine's Day is called Araw ng mga Puso in much the same manner as in the West. It is usually marked by a steep increase in the price of flowers, particularly red roses.[132] It is the most popular day for weddings,[133] with some localities offering mass ceremonies for no charge.[134]
Saudi Arabia
In Saudi Arabia, in 2002 and 2008, religious police banned the sale of all Valentine's Day items, telling shop workers to remove any red items, because the day is considered a Christian holiday.[135][136] This ban has created a black market for roses and wrapping paper.[136][137] In 2012, the religious police arrested more than 140 Muslims for celebrating the holiday, and confiscated all red roses from flower shops.[138] Muslims are not allowed to celebrate the holiday, and non-Muslims can celebrate only behind closed doors.[139]
"Saudi cleric Sheikh Muhammad Al-'Arifi said on Valentine's Day Eve that celebrating this holiday constitutes bid'a – a forbidden innovation and deviation from religious law and custom – and mimicry of the West."[140][141]
Singapore
According to findings, Singaporeans are among the biggest spenders on Valentine's Day, with 60% of Singaporeans indicating that they would spend between $100 and $500 during the season leading up to the holiday.[81]
South Korea
In South Korea, women give chocolate to men on February 14, and men give non-chocolate candy to women on March 14 (White Day). On April 14 (Black Day), those who did not receive anything on February 14 or March go to a Chinese-Korean restaurant to eat black noodles (자장면 jajangmyeon) and lament their 'single life'.[115] Koreans also celebrate Pepero Day on November 11, when young couples give each other Pepero cookies. The date '11/11' is intended to resemble the long shape of the cookie. The 14th of every month marks a love-related day in Korea, although most of them are obscure. From January to December: Candle Day, Valentine's Day, White Day, Black Day, Rose Day, Kiss Day, Silver Day, Green Day, Music Day, Wine Day, Movie Day, and Hug Day.[142]Korean women give a much higher amount of chocolate than Japanese women.[115]
Taiwan
In Taiwan, traditional Qixi Festival, Valentine's Day and White Day are all celebrated. However, the situation is the reverse of Japan's. Men give gifts to women on Valentine's Day, and women return them on White Day.[115]
Lebanon
They celebrate Valentine's Day in a different way in every city. In the main city, Bayreuth, the men take women out to dine and may buy them a gift. Many women are asked to marry on that day. In Saida they celebrate it with the whole family – it is more about family love than a couple love.
Europe
United Kingdom
In the UK, just under half of the population spend money on their Valentines and around £1.3 billion is spent yearly on cards, flowers, chocolates and other gifts, with an estimated 25 million cards being sent.
In Wales, some people celebrate Dydd Santes Dwynwen (St Dwynwen's Day) on January 25 instead of (or as well as) Valentine's Day. The day commemorates St Dwynwen, the Welsh patron saint of love.[143]
Ireland
On Saint Valentine's Day in Ireland, many individuals who seek true love make a Christian pilgrimage to the Shrine of St. Valentine in Whitefriar Street Carmelite Church in Dublin, which is said to house relics of Saint Valentine of Rome; they pray at the shrine in hope of finding romance.[144] There lies a book in which foreigners and locals have written their prayer requests for love.[145]
Finland and Estonia
In Finland Valentine's Day is called ystävänpäivä which translates into "Friend's Day". As the name indicates, this day is more about remembering friends, not significant others. In Estonia Valentine's Day is called sõbrapäev, which has the same meaning.[146]
France
In France, a traditionally Catholic country, Valentine's Day is known simply as "Saint Valentin", and is celebrated in much the same way as other western countries.[147]
Greece
St. Valentine's Day, or Ημέρα του Αγίου Βαλεντίνου in Greek tradition was not associated with romantic love. In the Eastern Orthodox church there is another Saint who protects people who are in love, Hyacinth of Caesarea (feast day July 3), but this was not widely known until the late 1990s[148] In contemporary Greece, Valentine's Day is generally celebrated as in the common Western tradition.[149]
Portugal
In Portugal, the holiday is known as "Dia dos Namorados" (Lover's Day / Day of the Enamoured). As elsewhere, couples exchange gifts, but in some regions, women give a lenço de namorados ("lovers' handkerchief"), which is usually embroidered with love motifs.[150]
Romania
In recent years, Romania has also started celebrating Valentine's Day. This has drawn backlash from several groups, institutions[151] and nationalist organizations like Noua Dreaptǎ, who condemn Valentine's Day for being superficial, commercialist and imported Western kitsch. In order to counter the perceived denaturation of national culture, Dragobete, a spring festival celebrated in parts of Southern Romania, has been rekindled after having been ignored during the Communist years as the traditional Romanian holiday for lovers. The holiday is named after a character from Romanian folklore who was supposed to be the son of Baba Dochia.[152] Its date used to vary depending on the geographical area, however nowadays it is commonly observed on February 24.[153]
In Denmark and Norway, February 14 is known as Valentinsdag, and it is celebrated in much the same manner as in the United Kingdom.[154] In Sweden it is called Alla hjärtans dag ("All Hearts' Day") and is not widely celebrated. A 2016 survey revealed that less than 50% of men and women were planning to buy presents for their partners.[155] The holiday has only been observed since the 1960s.[154]
Spain
In Spain, Valentine's Day is known as "San Valentín" and is celebrated the same way as in the UK.
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