Brief history of the origin of Saint Valentine’s Day
Saint Valentine’s Day has been universally adopted. But how did it get here?
The historical origins of this day are undocumented, yet legends speak of a Christian martyr, Valentinus, a priest in Ancient Rome, who was executed on February 14, 269 AD, by Emperor Claudius II.
The emperor had forbidden young men from marrying to enlist them more easily in the army. However, young lovers would secretly go to Valentinus, who would perform their marriages. When Claudius II discovered these acts, he had the priest executed, making him a martyr and a protector of lovers.
By the 5th century, Pope Gelasius officially declared February 14 as Saint Valentine’s Day, mainly to Christianize – or rather abolish – a pagan festival that dated back to Ancient Rome: Lupercalia.
Lupercalia was a fertility festival dedicated to the Roman gods Lupercus (the god of fertility) and Faunus (the god of agriculture).
Like most Roman celebrations, Lupercalia involved debauchery, animal sacrifices, and orgies. This is why Pope Gelasius banned the pagan ritual, gradually replacing it with Saint Valentine’s Day.
The Commercialization of Valentine’s Day
Fast forward to the Victorian era, when suitors were obsessed with love letters and romantic gifts.
Richard Cadbury, a British chocolate manufacturer, saw an opportunity and created the first heart-shaped chocolate box to capitalize on the frenzy of love.
This was the moment that set the trend for heart-shaped gifts and chocolates for Valentine’s Day.
Richard Cadbury was the first entrepreneur to recognize the business potential of this day. Later, numerous brands began capitalizing on the holiday – so much so that it’s impossible to list them all.
What started as a pagan ritual, later converted into a Christian holiday, has now evolved into a global event where brands of all kinds compete for attention and sales growth.
Valentine’s Day has become deeply embedded in global culture, from chocolates and greeting cards to luxury gifts and unique experiences.
The Bigger Picture: Holidays, Brands and Human Psychology
If we go even deeper, we recognize that holidays have always been an expression of collective human behavior, bringing people together through rituals, traditions, and shared emotions.
Over time, brands have recognized and leveraged these inherent human needs for connection, integrating themselves into cultural celebrations.
What started as a spiritual, historical, or communal event has evolved into a global consumer phenomenon, where emotions are not only expressed but also monetized.
The relationship between brands and holidays reflects how societies adapt and evolve – what was once a religious event is now also a marketing opportunity – we see it, feel it, and experience it all around us.
Brands shape how we celebrate, what we buy, and our perception of love, generosity, gratitude, and so on. In turn, human behavior fuels this cycle; people expect special offers, themed products, and emotional advertising campaigns during these periods.
But let’s take another perspective. This dynamic is not solely driven by commercial motives – it also reveals a deep psychological need: people seek moments of joy, meaning, and belonging, and brands offer them accessible ways to express these desires.
Whether it’s chocolates, hearts, and flowers on Valentine’s Day, endless Christmas commercials, or the shopping frenzy of Black Friday, these events illustrate how consumer culture and tradition intertwine, profoundly shaping how we experience holidays today.
At its core, holidays and brands exist in a cycle of mutual influence: collective behavior creates demand, brands amplify traditions, and new expectations continuously emerge.
And just like that, our personal and social moments in the 21st century continue to evolve in a symbiosis between the personal and the commercial.
Author: Ana Armeanu, February 2025