Valentine’s Day didn’t always start with roses, prix fixe dinners, and heart shaped everything. It once began with ancient rituals, centuries of evolving storytelling, and eventually became the commercial powerhouse we now see every February. Understanding the true journey makes the holiday feel richer and a little funnier than the glossy pink aisles let on. Finding out how it all began makes it feel slightly less commercialized.

Long before Hallmark got involved, mid February was to Lupercalia. Lupercalia is a Roman festival celebrating fertility and the coming of spring. It was symbolic, chaotic, and had nothing to do with candlelight romance that we turned it into today. As Christianity spread, the festival started to fade, and the church then introduced a feast day honoring St. Valentine. St Valentine is a figure surrounded by legend and mystery. Some stories say he secretly married couples despite imperial bans. Other stories say he his jailer’s daughter before his execution. Somehow, he became the patron saint of lovers and February slowly shifted from ritual to reverence.

By the 18^th century, people in England were exchanging handwritten love notes, the earliest of Valentines. When printed cards became readily available in the 19^th century, the tradition exploded. Suddenly, expressing affection was easier, prettier, and mass producible. This is where Valentine’s Day began its transformation from a quiet cultural moment into a shared social ritual. Fast forward to today and valentines day has become a billion dollar industry. Flowers, chocolates, jewelry, pris fixe menus, stuffed animals, gift boxed curated for love, its become the holiday of doing the most for love. In 2025,  consumers were projected to spend $27.5 billion on the holiday, surpassing previous records. Retailers know exactly how to tap into our desire to celebrate love, connection, and aesthetic moments. Honestly, were all a little susceptible to the charm of a well designed heart shaped box I suppose.

So the question becomes….Is Valentine’s day too commercial? Maybe. Its also deeply human though. We love rituals. We love excuses to express affection. We love a theme. Valentine’s Day gives us all three, wrapped in pink foil and tied with a cute satin bow. The trick I think we all need to try is reclaiming it. Making it personal again. Chossing gestures that feel more like you and unique and thoughtful. Not using the marketing checklist anymore is the first step I think to the reclaim.

Personally, I still love the idea of Valentine’s Day. It gives us a chance to slow down and remind our love ones we appreciate them. We see them. We love them. Whether it’s a partner, a friend, a pet, or yourself, the sentiment is real. Even when the packaging is massed produced. For creatives like me, Valentine’s Day is a playground now. A color palette of love. A mood board of appreciation. A reason to write, draw, bake, paint, weave, or style something that feels tender and intentional. So, make it yours. Celebrate big or small. Go classic or unconventional. Buy the chocolates or make your own rituals. The history of Valentine’s Day proves one thing….This holiday has always and will always evolve. You get to decide what it becomes next.

XOXO,

Savi Monroe