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It’s February again, and along with the chilly mornings and the frequent rainstorms, come the barrage of Valentine’s Day reminders. At the grocery store, the drug store, the elementary schools, and perhaps even your own office, the Valentine’s Day decorations are everywhere. Each year I hear people planning their Valentine’s Day surprises and treats for their loved ones. I also hear people, my own husband included, lamenting the commercial holiday that gives us one more reason that we’re supposed to spend money. On that note, I thought I’d do a little research and trace the origins of this “Lover’s Holiday.” Valentine’s Day was named after an early Christian martyr by the name of Valentine. As is the case with many holidays, its origins are grounded in the church. In the High Middle Ages (1000-1300 AD) Valentine’s Day became associated with the notion of courtly love. What started as handwritten notes and letters evolved into handmade cards, and in the 1800s mass produced cards began to come into favor. In the second half of the twentieth century the cards came to be accompanied by gifts such as chocolates and flowers. In the 1980s the diamond industry began promoting diamond jewelry as the perfect gift to show one’s love. Today, it seems that as with any other gift-giving occasion, anything goes.
Though cards remain extremely popular, the U.S. Greeting Card
Association estimates that approximately 1 billion Valentine’s are sent
each year, gifts of flowers, chocolates and jewelry remain popular as
well. The National Retail Federation expects the average consumer to
spend $122.98 on Valentine gifts. They also report that six out of ten
people will be celebrating this year. These statistics are good news
for local merchants who look forward to the Valentine season. Lois
Gallagher, of The Chocolate Shoppe in Downtown Auburn, says she enjoys
helping people plan their Valentine’s Day surprises. This year
Gallagher will be partnering with Kristina Hodge of Cattail Flowers,
also Downtown, to make shopping a bit easier for their customers.
Gallagher will be making chocolates available for purchase at Cattail
Flowers, and Hodge will be providing roses for purchase at the
Chocolate Shoppe. In this way they hope to assist their customers with
stress-free Valentine shopping. Now I would be remiss if I
failed to mention that jewelry is always a popular Valentine’s Day gift
as well. As the Merchandise Manager at Roper’s Jewelers, I know a bit
about this topic. Heart shaped jewelry, from colored gemstones to
diamonds, even the classic heart shaped locket are always favorites
this time of year. Although this holiday is known as a lover’s
holiday, it is also a great time to show your love for anyone special
in your life. That could be a friend, family member, or your own
children. Whatever you choose to do this Valentine’s Day, do it with
love and do it from the heart. Peggy Seitzinger is the merchandise manager for Roper’s Jewelers in Auburn.
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