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The 8th-century Gelasian Sacramentary recorded the celebration of the Feast of Saint Valentine on February 14.[10][11] The day became associated with romantic love in the 14th and 15th centuries when notions of courtly love flourished, apparently by association with the "lovebirds" of early spring. In 18th-century England, it grew into an occasion for couples to express their love for each other by presenting flowers, offering confectionery, and sending greeting cards (known as "valentines"). Valentine's Day symbols that are used today include the heart-shaped outline, doves, and the figure of the winged Cupid. In the 19th century, handmade cards gave way to mass-produced greetings.[12] In Italy, 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 to ward off epilepsy (called Saint Valentine's Malady).[13]

There is an additional embellishment to The Golden Legend, which according to Henry Ansgar Kelly, was added in the 18th century and widely repeated.[35] 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."[35] The expression "From your Valentine" was later adopted by modern Valentine letters.[36] This legend has been published by both American Greetings and The History Channel.[37]

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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.[46][47]

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".[66]

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.[70] In 1835, 60,000 Valentine cards were sent by post in the United Kingdom, despite postage being expensive.[71]

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.[72] 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.[73] Production increased, "Cupid's Manufactory" as Charles Dickens termed it, with over 3,000 women employed in manufacturing.[72] 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.[74] The collection appears in Seddon's book Victorian Valentines (1996).[75]

A writer in Graham's American Monthly observed in 1849, "Saint Valentine's Day ... is becoming, nay it has become, a national holyday."[81] 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."[82] Since 2001, the Greeting Card Association has been giving an annual "Esther Howland Award for a Greeting Card Visionary".[77]

Since the 19th century, handmade cards have given way to mass-produced greeting cards.[12] 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.[83] The mid-19th century Valentine's Day trade was a harbinger of further commercialized holidays in the U.S. to follow.[84]

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.[76] The average valentine's spending has increased every year in the U.S, from $108 a person in 2010 to $131 in 2013.[87]

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. Valentine's Day is considered by some to be a Hallmark holiday due to its commercialization.[88]

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',[citation needed] 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 is usually too close to Brazilian Carnival, which can fall anywhere from early February to early March and lasts almost a week.[99]

Valentine's Day was first celebrated in Bangladesh by Shafik Rehman, a journalist and editor of Jaijaidin in 1993. He was acquainted with Western culture by studying in London.[108] He highlighted Valentine's Day to the Bangladeshi people through Jaijaidin newspaper. Rehman is called the "father of Valentine's Day in Bangladesh".[109] On this day, people in various bonds including lovers, friends, husbands and wives, mothers and children, students and teachers express their love for each other with flowers, chocolates, cards and other gifts. On this day, various parks and recreation centers of the country are full of people of love.[110][111] No public holiday is declared on this day in Bangladesh.

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.[118][120] The celebration has caused a sharp change on how people have been displaying their affection in public since the Middle Ages.[118]

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 proclaim love, propose marriage, and give gifts like cards or flowers.[138]

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.[141] In particular, office ladies give chocolate to their co-workers. Unlike western countries, gifts such as greeting cards,[141] candies, flowers, or dinner dates[142] are uncommon, and most of the gifts-related activity is about giving the right amount of chocolate to each person.[141] Japanese chocolate companies make half their annual sales during this time of the year.[141]

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.[126] Despite this, the celebration is becoming popular among urban youth and the florists expect to sell a great number of flowers, especially red roses. The case is the same with card publishers.[153]

In the UK, just under half of the population spends 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.[186]

Since 2009, certain practices pertaining to Valentine's Day (such as giving flowers, cards, or other gifts suggestive of Valentine's Day) are banned in Iran.[189] Iran's Law Enforcement Force prosecutes distributors of goods with symbols associated with Valentine's Day.[190] In 2021, the Prosecutor's Office of Qom, Iran, stated that it will prosecute those who disseminate and provide anti-cultural symbols like those of Valentine's Day.[191] Although Valentine's Day is not accepted or approved by any institution in Iran and has no official status, it is highly accepted among a large part of the population.[192] One of the reasons for Valentine's Day acceptance since the 2000s by the general population is the change in relations between the sexes, and because sexual relationships are no longer strictly limited to be within marriage.[193]

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