Valentine's Day

Valentine's Day, also known as Saint Valentine's Day or the Feast of Saint Valentine, takes place on February 14 every year. It began as a Christian feast day honoring one or two early Christian martyrs named Saint Valentine and has since evolved into a huge cultural, religious, and commercial celebration of romance and love in many parts of the world, thanks to later folk traditions.

Pope Gelasius, I created the Feast of Saint Valentine in AD 496 to be observed on February 14 in honor of Saint Valentine of Rome, who died on that date in AD 269. In the 14th and 15th centuries, when concepts of courtly love flourished, the day became associated with romantic love, owing to its relationship with the lovebirds of early spring. It evolved into an occasion on which couples celebrated their love for one another by giving flowers, offering candy, and sending greeting cards in 18th-century England known as "valentines."

The heart-shaped outline, doves, and figure of the winged Cupid are still used today as Valentine's Day symbols. Handwritten valentines have been replaced by mass-produced greeting cards since the nineteenth century.

Saint Valentine's Keys are presented to lovers as a romantic symbol and an invitation to unlock the giver's heart, as well as to youngsters to prevent epilepsy known as Saint Valentine's Malady in Italy. While modern Anglo-American practices connecting the day with romantic love have marginalized European folk traditions associated with Saint Valentine and St. Valentine's Day, there are still some links connecting the saint with the arrival of spring. Every year, the amount of money spent on Valentine's Day sales increases. Many believe it is now rivaling the holiday and Christmas seasons. Some businesses believe that if they don't sell candy, cards, or jewelry, they can't participate in and take advantage of Valentine's Day sales. But that's not true. More and more people are finding that the truly romantic gifts are the ones that fit just right—the ones that make loved ones smile because it is something special that fits their personality.

What many people are shopping for is a special and unique gift to reflect how the person they love is also one-of-a-kind. It's easy for shoppers to find flowers and candy and jewelry. Sellers of those products have their Valentine's Day advertising campaign in place months in advance. For them, it's often just letting their customers know where they are located and promoting things like same-day delivery. But for business owners and stores offering more unique Valentine's Day gift options.

Here are two equally unique tips for advertising:

• For a limited time, such as the Valentine's Day season, add the option of personalizing your products. Personalized picture frames, mugs, and key chains are pretty common. But what about a personalized hammer from the local hardware store? offering the option of a personalized phone case. Personalized reusable grocery bags. You are in business because your company is selling a product that meets people's needs. Turn your practical items for sale into personalized tools that can be used every day, reminding the recipient of how special they are long after the chocolate is all eaten and the flowers have wilted.

• With purchases made around Valentine's Day, include a booklet of romantic vouchers as well as coupons to be given with the gift. Make the romantic vouchers customizable by name and include certificates for a home-cooked meal, a back rub, time spent doing favorite activities, a car wash, etc. You can also consider giving the buyer the option of two booklets, one designed for a female recipient and the other for a male recipient.