How it all started
Valentine’s Day occurs every February 14. Across the United States and in other places around the world, candy, flowers and gifts are exchanged between loved ones, all in the name of St. Valentine. Who is this mysterious saint and where did these traditions come from?
According to Roman legend, during the third century, Valentinus was imprisoned for his Christian beliefs and sentenced to death. He was a bishop and martyr venerated as a saint by the Catholic, Orthodox and Anglican Churches. He was not only considered the patron saint of lovers but also the patron of epileptics. While in jail, Valentinus restored the sight of his jailer’s blind daughter. The night before he died, Valentinus wrote a farewell note to the girl, which he signed, “From Your Valentine.” His sentence was carried out the next day, February 14, 269 A.D.
Hundreds of years later in fifth century Rome, people honored Juno, the pagan goddess of love and marriage, on February 14. During the celebration, men would draw women’s names and court them for marriage. In order to end the pagan celebration, Pope Gelasius declared February 14 as St. Valentine’s Day to honor the martyr Valentinus and to end the pagan celebration.
In 1849, Esther Howland of Worcester, Massachusetts, published the first American Valentine’s Day card. As a result, she is known as the “Mother of the American Valentine.”
Today, around 145 million Valentine’s Day cards are exchanged industry-wide, making Valentine’s Day the second-largest holiday for giving greeting cards. In addition to the United States, Valentine’s Day is celebrated in Canada, Mexico, the United Kingdom, France, Australia, Denmark and Italy, according to Hallmark. The first Valentine’s Day card offered by Hallmark was in 1913.
Last year, and for the first time ever, total U.S. Valentine’s Day spending reached $20 billion, with only around 30% of the population planning to celebrate the holiday, the smallest share in at least a decade. Even though overall participation keeps decreasing, the dollar volume keeps increasing. In a statement from Matthew Shay, CEO of industry advocacy group National Retail Federation, greater spending among those participating in the holiday is likely driven by the strong economy. While some of that spending will go towards friends, coworkers and family, most of the Valentine’s Day spending will be between spouses and significant others. This year’s average per person expenditure will be around $162, which is $59 dollars more than in 2010.
Valentine’s Day plans vary by couple, but many will be sticking to tried and true traditions. According to an NRF survey, 15% of American adults plan on buying a gift certificate, 18% plan to buy clothing and jewelry, more than a third plan on an evening out, 35% plan on buying flowers, 44% will buy a greeting card and more than half plan on buying candy.
For those of you here in Newport Beach, what are your plans for Valentine’s Day? No matter what you do, be sure to celebrate it with a toast and lots of special treats!