Happy Valentine's Day everyone!
When I was young Valentine's Day was not my favorite holiday at school at all: it was actually quite a dreary day every year: I was waiting for the card from my beloved Valentine, but for some reason never got one. I secretly hoped that maybe if I use this day to reveal my feelings I would get a mutual response, but that never happened either. I could not understand why people need to celebrate that at all! Where all these chocolates, endless cards, flowers and pink balloons come from and what is their purpose?
Now I am in a relationship and have nothing to worry about anymore (no more tears and disappointments! phew!), so we happily celebrate the occasion. However, I am wondering where this tradition originated from.
According to Roman legend, during the third century, Valentinus was imprisoned for his Christian beliefs and sentenced to death. While jailed, 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, Feb. 14, 269 A.D.
Hundreds of years later in fifth century Rome, people honored Juno, the pagan goddess of love and marriage, on Feb. 14. During the celebration, men would draw women’s names and court them for marriage.
Around 498 A.D., Pope Gelasius declared Feb. 14 as St. Valentine’s Day to honor the martyr Valentinus and to end the pagan celebration.
In 1849, Esther Howland of Worcester, Mass., published the first American valentine.
How Valentine's Day Began and Evolved
The roots of Valentine's Day are cited by some sources to lie in the ancient Roman festival Lupercalia, largely because it took place annually on February 15 -- the day after what is today the observed date of Valentine's Day -- and involved some very primitive forms of courtship and matchmaking. But it was also ancient Rome that saw the famous execution of a St. Valentine on February 14, around 278 A.D. According to legend, he wrote a letter on the night before his execution to his jailer's daughter, whom he had befriended, and signed it, "From Your Valentine."
Over two centuries later, Pope Gelasius ordered that Lupercalia be replaced with the February 14 observation of St. Valentine's Day. That set the tone, some believe, for the day's forthcoming tradition of exchanging "love messages," perhaps in remembrance of St. Valentine's farewell letter.
The Romans are also credited with constructing the idea of Cupid - a god of love often depicted with arrows that, as the legend goes, inflict love upon those who are hit by them. The Roman version of Cupid was adapted from Eros, a god of passion and fertility in Greek mythology. It seems that no one is quite sure when cupid became associated with Valentine's Day, but the fact that both have origins in ancient Roman culture suggests that there may have been some very early overlap between the two.
Shakespeare (and Chaucer) in Love
When NPR's Arnie Seipel set out to explore the history of Valentine's Day, he found that it first became romanticized by classic authors like William Shakespeare in the late 16th century, and Geoffrey Chaucer in the 1300s.
Dartmouth English professor Peter Travis cites Chaucer's epic poem The Parliament of Fowls, which was one of the first literary references to St. Valentine's Day, or "Seynt Valentynes day," as Chaucer spelled it. One such mention is made, Travis explains, alongside the line, "Now welcom somer, with thy sonne sonne, That hast this wintres weders over-shake." In other words, when we celebrate love in the coldest depths of winter -- in February, for instance -- it's so heartwarming that it makes summer feel less far away.
Some literary historians credit Shakespeare for the permeation of love into popular culture with his composition of "Sonnet 18" -- said to be written between 1593-1601 -- a.k.a., "Shall I compare thee to a summer's day?" It's unclear when or how this particular work became associated with Valentine's Day, but like Chaucer, Shakespeare compares love to the seasons.
"While summer days may fade and fall into" colder months, writes Shakespeare analyst Lee Jamieson, "his love is eternal."
Of course, Saint Valentine's day is alluded to outright in Hamlet -- written between 1599-1601 -- when the character Ophelia recites a song about a young lady's experience with the holiday, which includes lyrics like, "Tomorrow is Saint Valentine's day," and, "To be your Valentine."
The 17th Century and Beyond
By the 1700s, it's said that Valentine's Day made its way from Europe to the United States, which aligns with the establishment of the North American colonies between 1607-1770. It became traditional, according to HISTORY.com, "for friends and lovers of all social classes to exchange small tokens of affection or handwritten notes." That was more common in England, however, where the Industrial Revolution began earlier and eventually included the production of "fancy valentines [that] were extremely expensive to import."
It's said that one American woman, Esther Howland, was so intrigued when she received her first English valentine greeting in 1847, that she became infatuated with the idea of manufacturing them in the U.S. She was an early entrepreneur, and instinctively believed that there could be an American market for these formal, English-style greetings. After procuring materials like high-quality paper and lace from her father, a stationer, she created what many credit as the earliest American Valentine's Day greeting cards.
Today, Howland is still honored with the nickname "Mother of the American Valentine," with many citing her work as the start of a multi-million-dollar industry. But it didn't happen overnight -- let's take a look at how her work paved the way.
A Brief Timeline of Valentine's Day Marketing
Charles II of Sweden begins communicating with flowers, by assigning a different message to each type. This tradition allegedly assigned love and romance to the red rose, setting the stage for this flower to be exchanged during the later, commercialized era of Valentine's Day. However, it remains unclear if a specific brand is responsible for first marketing flowers as part of Valentine's Day gift-giving.
In England, where Valentine's Day had by now already been celebrated with the exchange of gifts and cards for many years, the Cadbury chocolate company sells the first heart-shaped box of chocolates.
In Massachusetts, Howland produces a dozen sample Valentine's Day cards and sends them off with her brother to distribute during a sales trip for their father's company -- S.A. Howland & Sons -- hoping to earn $200. Instead, he returns with 25X that amount, indicating a much higher-than-expected demand.
The first print advertisement for Howland's cards appears in the Worcester Spy.
Conversation candies are developed, when Daniel Chase -- brother of New England Confectionery Company (NECCO) founder Oliver Chase -- uses vegetable dye to print words onto confections.
Howland incorporates her booming card business as the New England Valentine Company, operating out of her home via an assembly line that was largely comprised of her friends.
The New England Valentine Company moves operations from Howland's home to a Main Street factory in Worcester, Massachusetts. That same year, the company publishes the Valentine Verse Book, which contained 131 "verses" that people could cut out and paste inside of cards that came without a greeting -- or those with a greeting that the buyer didn't like.
1880 - 1881
Howland sells the New England Valentine Company to the George C. Whitney Company.
Whitney has acquired at least 10 competitors, including Berlin and Jones, which had become New York City's "largest manufacturer of Valentines." Ten years later, the company moves to large-scale headquarters on Worcester's Union Street.
The Hershey Chocolate Company is founded, bringing what was previously "a European luxury product" to the U.S.
Conversation candies become heart-shaped.
American Greetings is founded, eventually becoming one of Whitney's chief competitors.
The Hershey Chocolate Company introduces Kisses candy.
That January, a massive fire destroys much of Whitney's headquarters. However, most of the Valentine's Day products had already been shipped for the season, having little impact on that particular holiday.
That same year, Hallmark is founded. Meanwhile, 1910 also saw the creation of Florists' Telegraph Delivery -- today known as FTD -- which pioneered the remote ordering and delivery of flowers, providing a way to send them to far-away loved ones.
Hallmark produces its first Valentine's Day card.
The De Beers diamond company launches its "A Diamond is Forever" campaign, sending the message that gifting high-end jewelry can be used as an expression of love.
Hershey's begins packaging Kisses candies in pink and red foil specifically for Valentine's Day.
Valentine's Day begins to go digital. On February 14, 2005, YouTube -- which originated as an online dating site -- makes its debut. Co-founder Steve Chen still credits its invention as the brainchild of "three guys on Valentine's Day that had nothing to do."
Ride sharing company Uber rolls out "Romance On Demand," allowing users to send flowers on Valentine's Day via the app. This initiative would continue to progress, with on-demand skywriting becoming available the following year.
NetBase, a social media analytics platform, releases a Valentine's Day Sentiment Analysis, measuring how people engage with and discuss the holiday on social media. In total, it measured nine million mentions of Valentine's Day, with the vast majority of them mentioning a specific brand -- Netflix. The top hashtag was #happyvalentinesday.
Some stats for you to consider:
* Approximately 145 million Valentine’s Day cards are exchanged industry-wide (not including packaged kids’ valentines for classroom exchanges), making Valentine’s Day the second-largest holiday for giving greetings cards.
* According to the National Retail Federation, the average person celebrating Valentine’s Day spent $143 in 2018.
* Those celebrating plan to spend $3.9 billion on jewelry (given by 18 percent), $3.5 billion on an evening out (34 percent), $2.1 billion on clothing (18 percent), $1.9 billion on flowers (35 percent), $1.8 billion on candy (52 percent), $1.3 billion on gift cards (15 percent) and $933 million on greeting cards (44 percent). Gifts of experience such as tickets to an event or a trip to a spa are wanted by 40 percent and planned to be given by 25 percent.
* Even among those who don’t plan to celebrate Valentine’s Day as such, 11 percent plan to treat themselves to gifts like clothing or jewelry and 9 percent plan to get together with other single friends or family.
Like so many other holidays, Valentine's Day has experienced a transition into pop culture that has shaped the way it's perceived, discussed, and celebrated. Sure, it's often accused of being nothing more than a money-making marketing holiday -- just look at these numbers compiled by HISTORY.com. But next time you hear someone label Valentine's Day as "Hallmark holiday," you'll have a wealth of historical information to respond with.