Every February 14, millions of people around the world exchange chocolates, flowers, and sentimental cards in the name of love and romance. But beneath the sugar-coated facade of Valentine’s Day lies a history steeped in blood, ancient pagan rituals, and a modern capitalist machine that thrives on selling love as a commodity. What started as a festival of fertility and later morphed into a Christianised celebration of a mysterious martyr named Valentine has now become a billion-dollar industry that preys on consumers’ emotions and wallets.
Long before Valentine’s Day was associated with love letters and candlelit dinners, the ancient Romans celebrated a festival called Lupercalia on or around February 14. The origins of this springtime festival lie with the Etruscans and Sabines, later adopted by the Romans, as a ritual designed to cleanse the city of evil spirits, enhance health and fertility, and honor the gods Lupercus (a wolf deity) and Faunus (the god of agriculture).
The celebration was anything but romantic by today’s standards. Half-naked men dressed as wolves would roam the streets, striking women with strips of bloody goat hide to increase their fertility. These women believed that being hit multiple times would improve their chances of conceiving. In a macabre matchmaking tradition, men would draw women’s names from a jar, pairing up for the duration of the festival or even longer if the chemistry was right.
Despite its brutality, Lupercalia remained popular even into the Christian era, which likely influenced the later transformation of the festival into a more socially acceptable observance.
While many believe Valentine’s Day is named after a single saint, history suggests that the identity of Saint Valentine is murky at best. Several early Christian martyrs bore the name Valentinus, and their stories intertwine to create the legend we recognise today.
One version recounts that a man named Valentinus was imprisoned for aiding persecuted Christians in Rome. Before his execution, he allegedly healed the blind daughter of his jailer, Julia, and sent her a note signed “Your Valentine.” Another tale tells of a Valentine who defied Emperor Claudius II’s decree forbidding soldiers to marry, secretly conducting Christian weddings before being beheaded. A third version mentions Valentine of Terni, a bishop executed for his faith.
Despite these narratives, the Catholic Church itself removed St. Valentine from the General Roman Calendar in 1969 due to the lack of verifiable historical evidence. Yet the legend persists, proving that a compelling story, even one likely fabricated, can be a powerful marketing tool.
By the Middle Ages, Valentine’s Day had begun its slow transition from martyrdom to romance. Central Europeans believed that birds started mating around February 14, symbolising new beginnings and love. This idea found its way into Geoffrey Chaucer’s 1382 poem Parlement of Foules, linking the day to romance for the first time.
Soon, European nobility began exchanging love notes, often hiring poets to compose flowery verses. By the 16th century, wealthy individuals sent elaborate handmade cards. Shakespeare later referenced Valentine’s Day in Hamlet, reinforcing its association with love.
The real turning point in the evolution of Valentine’s Day came in the 19th and 20th centuries. Improved printing technology allowed for mass-produced cards, making it easier for people to express emotions they might not otherwise articulate. The tradition took off, with 400,000 cards sent in the UK alone by 1841.
The commercialisation exploded in 1913 when Hallmark produced its first Valentine’s Day cards, signaling the beginning of a corporate-driven holiday. What was once a personal and heartfelt exchange turned into an industry designed to capitalise on sentimentality.
Today, Valentine’s Day is one of the most profitable holidays of the year. The National Retail Federation reports that Americans spend an estimated $18 billion annually on cards, flowers, jewelry, and other gifts. The diamond industry jumped on the bandwagon in the 1980s, aggressively marketing expensive jewelry as the ultimate expression of love.
A holiday that once involved handwritten notes and simple gestures has been hijacked by consumerism. Chocolates, often mass-produced and overpriced, flood the market. Flowers double in price. Cheaply made teddy bears fill store shelves. The sentiment remains, but the sincerity has been swallowed by capitalism.
The over-commercialisation of Valentine’s Day has led to several counter-movements. Singles Awareness Day (February 15) celebrates those not in romantic relationships. The Women’s Memorial March in Vancouver honors missing and murdered women. V-Day campaigns aim to end violence against women and girls. These observances serve as a reminder that love should be about more than just material gifts.
Earlier in 2024, on February 14, which is celebrated as Valentine’s Day, the Animal Welfare Board of India urged people to celebrate ‘Cow Hug Day’ to honor the ‘Vedic tradition’ and recognise the immense benefits associated with cows.
In a statement, the Animal Welfare Board emphasised that the cow was the backbone of Indian culture and the rural economy, sustaining lives and representing cattle wealth and biodiversity. It was referred to as “Kamdhenu” and “Gaumata” due to its nourishing nature, similar to a mother, providing various riches to humanity.
The Board expressed concerns that Vedic traditions were on the verge of “extinction” due to the increasing influence of “Western culture.” It stated, “The dazzle of western civilisation has made our physical culture and heritage almost forgotten.”
According to the Animal Welfare Board, hugging cows would bring emotional enrichment and enhance “individual and collective happiness” due to the animal’s immense benefits.
The statement urged all cow lovers to observe February 14 as ‘Cow Hug Day’ to acknowledge the significance of the mother cow and embrace positivity and happiness. It also mentioned that the statement was issued with the approval of the competent authority and under the direction of the Department of Animal Husbandry and Dairying, Ministry of Fisheries, Animal Husbandry, and Dairying.
Following the announcement, Uttar Pradesh Animal Husbandry Minister Dharampal Singh also encouraged people to celebrate ‘Cow Hug Day’ instead of Valentine’s Day on February 14.
The Minister remarked, “On one hand, Valentine’s Day will be celebrated all over the world on February 14, while on the other hand, the Animal Welfare Society of India has provided an alternative for those who have concerns about Valentine’s Day. They can celebrate Cow Hug Day if they wish.”
He further noted that many people in India opposed the celebration of Valentine’s Day, and for them, the government had declared this day as an alternative.
Additionally, he stated, “The cow is the mother of the world and is the only animal whose urine and dung serve medicinal purposes. Many diseases can be cured with just its touch, which is why I would like people to celebrate Cow Hug Day instead of Valentine’s Day on February 14.” Moreover, the Minister expressed his belief that Valentine’s Day should not be celebrated, asserting that society should distance itself from elements that promote “perversion.”
