Valentine's Day

The average person celebrating Valentine's Day spends $189

That might include dinner, flowers, or something even more romantic. The most popular gift is candy, with 56% of people celebrating the holiday by purchasing sweets. That's about $2.5B in sales.

Check out Valentine's Day traditions from around the world

Valentine's Day is a holiday all about romance, but the way that's expressed differs depending on where the celebration takes place. This list breaks down some interesting takes on the holiday from across the globe, including mass weddings in the Philippines and Japan's gender-specific chocolate exchanges.

Some believe Valentine's Day evolved from the Roman holiday Lupercalia

The festival, which took place in mid-February, featured Roman priests sacrificing a goat and using its hide to lightly slap women and the land, believing it would bring fertility. Some believe that the Catholic Church repurposed the pagan holiday as a Christian one by attaching it to a saint, but scholars are not certain that this is true.

Valentine's Day's namesake is unclear

Valentine, which means "powerful" or "worthy," was a popular name in the Roman Empire. Considering that, it's no surprise that there's more than one St. Valentine. In fact, three different men named Valentine were martyred on February 14, and none of them, despite some unproven legends, were ever associated with love or romance.

Poet Geoffrey Chaucer inspired the modern, romantic version of Valentine's Day

In the 1380s, the "Canterbury Tales" author wrote "The Parliament of Fowls," a 700-line poem about birds that choose their mates on St. Valentine's Day. The poem argued that romantic love—for fowls and humans alike—was an ideal, and linked the holiday with that sentiment.

Read a 19th-century guide to writing a Valentine's Day card

Thomas Richardson's "London Fashionable Gentleman's Valentine Writer" offers readers romantic messages they can send to the objects of their eyes—along with some chippy kiss-offs for unwanted suitors. It might be sincere, or it might be satire. Either way, it's an entertaining read. (Some readers may experience a paywall.)

Esther Howland built a Valentine's Day card empire in 19th-century New England

In 1849, Howland launched her card business, the New England Valentine Company, in her home, staffing an assembly line with her friends, who'd piece together the intricate valentines. The cards were elaborately decorated, with silk, lace, and romantic verse. Howland's annual sales eventually grew to $100K and helped popularize the holiday in the US.

Reforms reducing postage rates helped popularize Valentine's Day cards

In 1845, Congress voted to slash postage rates, paving the way for larger swaths of the American public to send and receive mail. This convenience was capitalized on by paper and stationery sellers who sought to profit from the holiday. Esther Howland's New England Valentine Company was the first major commercial producer of valentines in the US, but Hallmark followed a few decades later.

Conversation candy hearts were originally message-free medicinal lozenges

In 1847, a Boston pharmacist invented a machine that automated the production of his pharmacy's medicinal lozenges and then formed the New England Confectionery Company, which later became part of the company now known as NECCO. By the late 1800s, they were producing cookies with Valentine-themed messages and eventually brought the romantic messages to their smaller lozenges, which they later called Sweethearts.

19th-century 'vinegar valentines' sometimes mocked recipients

In Victorian England, cards were sent to paramours and crushes, but they were also sometimes sent to people the sender disliked and would belittle them for their occupations or appearances. It was also expected that anyone who received a Valentine's Day card would send one in return, so there was a subgenre of responses, including rejections for unwanted suitors.