Advertisers emphasized Cupid's childlike qualities to appeal to a younger demographic

Some believe Valentine's Day evolved from the Roman holiday Lupercalia

The festival, which took place in mid-February, featured Roman priests sacrificing a goat and using its hide to lightly slap women and the land, believing it would bring fertility. Some believe that the Catholic Church repurposed the pagan holiday as a Christian one by attaching it to a saint, but scholars are not certain that this is true.

The petty ancient Roman poet Gaius Valerius Catullus

Classics with a capital "C" probably doesn't bring to mind erotically charged diss poetry. Gaius Valerius Catullus would like to change that. Instead of mythical epics, Catullus wrote poetry about his personal life as part of the 1st century BCE's "new wave" of Roman poets embracing the lyrical and everyday. The focus of his poetic work ranges from serenades to spiteful insults.

In the 20th century, Valentine's Day became more commercialized

Historian Elizabeth Nelson notes that companies sought "to turn holidays into opportunities for selling things from candy to flowers to magazine advertisements" in the 1900s. Hallmark, founded in 1911, pushed the holiday toward elementary students, who aimed to collect cards from as many classmates as possible.

Valentine's Day's namesake is unclear

Valentine, which means "powerful" or "worthy," was a popular name in the Roman Empire. Considering that, it's no surprise that there's more than one St. Valentine. In fact, three different men named Valentine were martyred on February 14, and none of them, despite some unproven legends, were ever associated with love or romance.

The dark origins of Valentine's Day.

The holiday began as a feast to celebrate the decapitation of a third-century Christian martyr, or perhaps two. So how did it become all about love?

Poet Geoffrey Chaucer inspired the modern, romantic version of Valentine's Day

In the 1380s, the "Canterbury Tales" author wrote "The Parliament of Fowls," a 700-line poem about birds that choose their mates on St. Valentine's Day. The poem argued that romantic love—for fowls and humans alike—was an ideal, and linked the holiday with that sentiment.

19th-century 'vinegar valentines' sometimes mocked recipients

In Victorian England, cards were sent to paramours and crushes, but they were also sometimes sent to people the sender disliked and would belittle them for their occupations or appearances. It was also expected that anyone who received a Valentine's Day card would send one in return, so there was a subgenre of responses, including rejections for unwanted suitors.

See a collection of Valentine's Day cards from the past century

Hallmark helped popularize (and commercialize) the holiday in the early 20th century, largely through its greeting cards. This digital collection includes cards from the 1910s through the 2000s, allowing you to see how the holiday—and our popular understanding of romance—has evolved. Below is a card from the 1930s.

Reforms reducing postage rates helped popularize Valentine's Day cards

In 1845, Congress voted to slash postage rates, paving the way for larger swaths of the American public to send and receive mail. This convenience was capitalized on by paper and stationery sellers who sought to profit from the holiday. Esther Howland's New England Valentine Company was the first major commercial producer of valentines in the US, but Hallmark followed a few decades later.

According to its creators, Virginia's famous tourism slogan, 'Virginia Is for Lovers,' contains no salacious or subtle messages.

Read a 19th-century guide to writing a Valentine's Day card

Thomas Richardson's "London Fashionable Gentleman's Valentine Writer" offers readers romantic messages they can send to the objects of their eyes—along with some chippy kiss-offs for unwanted suitors. It might be sincere, or it might be satire. Either way, it's an entertaining read. (Some readers may experience a paywall.)

Mid-century modern graphic designers like Milton Glaser and Eric Carle found success with children's books

Glaser was famous for creating the "I Heart NY" logo, the DC Comics logo, and an iconic Bob Dylan poster for CBS Records, but he naturally transitioned to illustrating children's books like "The Smallest Elephant in the World" and "If Apples had Teeth." Carle, author of "The Very Hungry Caterpillar" and "Brown Bear, Brown Bear, What Do You See?," began his career in advertising. Scholars say mid-century modern's preference for clean lines and bold colors was a natural fit for kids' books.

'Roses are red, violets are blue' has a long, twisting history

The earliest known use of the phrase, a stock romance form used in greeting cards, is in Edmund Spenser's "The Faery Queen" from 1590 (excerpt below). By 1785, Joseph Ritson updated the verse and connected it to Valentine's Day, creating a cliché that's still used today.

Conversation candy hearts were originally message-free medicinal lozenges

In 1847, a Boston pharmacist invented a machine that automated the production of his pharmacy's medicinal lozenges and then formed the New England Confectionery Company, which later became part of the company now known as NECCO. By the late 1800s, they were producing cookies with Valentine-themed messages and eventually brought the romantic messages to their smaller lozenges, which they later called Sweethearts.

The 1960s through 1980s are generally considered the ‘Golden Age of Advertising’

This time period spawned some of history’s most well-known ad campaigns, from "I Heart NY" to Nike’s “Just Do It” campaign. In this video from the 4As (the American Association of Advertising Agencies), advertising executive Jerry Della Femina reflects on the most creative ads of the era.

Lord Byron was Romanticism's chief heartthrob

A prolific and often controversial figure in life and death, Lord Byron helped shape romanticism and left an enduring literary legacy, including creating the archetype of the Byronic hero. But Byron was more than just an artist—he was also a romantic era celebrity and predecessor to the modern rock star.

The 1960s through 1980s is generally considered the ‘Golden Age of Advertising’

This time period spawned some of history’s most well-known ad campaigns, from "I Heart NY" to Nike’s “Just Do It” campaign. In this video from the 4As (the American Association of Advertising Agencies), advertising executive Jerry Della Femina reflects on the most creative ads of the era.

Two Americans solidified the modern conception of Santa Claus in the 1800s

Clement Clarke Moore’s 1823 poem, now known as “The Night Before Christmas,” envisioned Santa riding a sleigh pulled by reindeer, making nighttime visits to provide gifts. Thomas Nast’s Harper’s Weekly illustrations in the 1860s–1880s established his distinctive appearance—large, bearded, and clad in an (often) red suit.

The story of Sporus, the castrated boy who married Emperor Nero

Ancient Romans’ views of homosexuality are quite different from Western understandings. Nero was an emperor is infamous for his cruelty, and appears to have heaped that cruelty upon Sporus, a boy he fell for and married in a public ceremony. As a slave, Sporus was held captive at the whims of Nero and subject to the class-based rules on same-sex relationships in ancient times.

The average person celebrating Valentine's Day spends $189

That might include dinner, flowers, or something even more romantic. The most popular gift is candy, with 56% of people celebrating the holiday by purchasing sweets. That's about $2.5B in sales.

Check out Valentine's Day traditions from around the world

Valentine's Day is a holiday all about romance, but the way that's expressed differs depending on where the celebration takes place. This list breaks down some interesting takes on the holiday from across the globe, including mass weddings in the Philippines and Japan's gender-specific chocolate exchanges.

A medievalist explains how romantic love emerged as a cultural concept

Many long-form stories written in English were originally considered "romances," a term derived from the Old French word for "the speech of the people." But changes in medieval culture, triggered by a number of 12th-century church reforms, led to a new interest in what we now consider romantic love, including a new view of marriage as a pursuit of love rather than a transaction. Those new perspectives were then reflected in the period's popular stories, including stories in Chaucer's "Canterbury Tales."

Romanticism challenged neoclassicalism

Neoclassical artists believed in the promise of the Enlightenment—that logic was a cure-all for society’s problems—and sought to apply a similar rationality to their artwork. That meant straightforward, realistic work that portrayed historical scenes as close to real life as possible without any visible evidence of the artist’s handiwork.

Salvador Dalí designed the Chupa Chups lollipop logo

The ubiquitous lollipop design actually comes from the mind of Salvador Dalí. Dalí had no problem creating commercial work for the right price and agreed to create the eye-catching logo. Dalí's skill for attracting attention explains why the logo is placed on top rather than the side.

A detailed analysis of romance novel covers through history

A lot has changed in the romance genre over time, a fact that's clearest in the way that the books are marketed to consumers. This interactive data visualization surveyed decades of romance book jackets, finding that raunchy, realistic paintings of scantily clad models have largely been replaced by vibrantly colored illustrations, often with the characters drawn as cartoons.

The names of the 12 months are (mostly) derived from the Romans

January is named after two-faced Janus, February stems from a festival known as Februa, March comes from the god of war, Mars, and so on. Learn the origins and see ancient statues or art for the inspiration for each name of the month.

Father Christmas was originally associated with decadent parties

The English figure of Father Christmas is another component of the character that would become Santa Claus. Father Christmas was depicted as eating and drinking to excess until the more austere Victorian era. He morphed into a figure dedicated to children and charity, eventually blending into the modern Santa Claus.

'Pac-Man' was the rare early video game aimed at both men and women

The early arcade games were mainly aimed at boys and young men, with a focus on sports and violence. Toru Iwatani was interested in appealing to a wider audience and created "Pac-Man," released in Japan in 1980.

'The consumer isn't a moron, she's your wife' is among David Ogilvy's most memorable pieces of advertising advice.

In one of Ogilvy’s most well-known ads, he put an eyepatch on the ad’s star for ‘story appeal’

A 1951 campaign for men’s clothing brand Hathaway’s shirts featuring a distinguished man … wearing an eyepatch. Ogilvy has said he added it for “story appeal,” the idea that an ad should make viewers want to know the full story. The campaign ran for more than a decade. Ogilvy explains story appeal and more of his creative principles in this video.

The siren archetype, a tempestuous woman who lures men to their death, which was popularized by Homer's 'Odyssey,' inspired a 2020s social media trend.

Six 'Vestal Virgins' kept the fire burning at Vesta's temple in Rome

Ancient Rome's Vestal Virgins were priestesses of the goddess Vesta and keepers of her eternal flame, tasked with keeping the sacred torch lit as a symbol of Rome's endurance. Children from well-connected aristocratic families would be selected for the role for decades of their lives.

In 2004, he starred in a Victoria's Secret ad

You read that right. By 2004, Dylan was already known as a wild card, but even his most ardent devotees were confused by the sight of their artistic hero, by then in his 60s, appearing in a lingerie commercial. Was it a cynical cash grab or just another example of Dylan’s never-ending meta-commentary on stardom?

Esther Howland built a Valentine's Day card empire in 19th-century New England

In 1849, Howland launched her card business, the New England Valentine Company, in her home, staffing an assembly line with her friends, who'd piece together the intricate valentines. The cards were elaborately decorated, with silk, lace, and romantic verse. Howland's annual sales eventually grew to $100K and helped popularize the holiday in the US.

Parents and romantic partners naturally touch at speeds optimizing nerve activation

A small observational research study shows that when parents are asked to caress their infants and volunteers are asked to caress their partners, both groups spontaneously stroke their loved ones at velocities that, on average, fell within the optimal range to stimulate the C-tactile afferent nerve receptors. This wasn't the case when volunteers were asked to do the same with an artificial arm, which they stroked much faster.

Mini-portraits were shared as love tokens in Elizabethan England

Art historians are identifying previously unknown works by Nicholas Hilliard, Elizabeth I's court painter, whose thumb-sized watercolors on vellum served as love tokens, diplomatic currency, and status symbols. They were believed to be passed secretly between courtiers and monarchs.

After World War I, consumerism began to usurp frugality as a foundational value in American life and culture.

Romanticism changed the norms of the artworld

Romanticism’s expressiveness led to a change in the norms of portrait painting, favoring emotion, nuance, and less conventional subjects. One such example is Géricault’s portraits of mental illness, depicting patients, including a kleptomaniac and a “child snatcher,” in states of expressive emotion.

Breaking down 'clinch covers,' a defining characteristic of '80s romance novels

As romance novels became more popular in the 1980s, publishers leaned into the books' steamier content by advertising it on their covers. Eventually, one specific kind of portrait emerged: the clinch cover, which featured a muscly man, usually shirtless, holding a woman against his chest. This episode from 99% Invisible explores the history of the trend and why it's largely disappeared from modern romance novels.

In defense of the advertisement economy

Advertising is frequently reviled for how it clutters up public spaces and our everyday experiences. Nonetheless, it allows for vast amounts of goods and services to be rendered free to millions of users—and gives users the option to pay with money or time and attention.

Bumble's ill-received 2024 rebrand included ads encouraging users to stop being celibate

The ads were meant to promote a new option on the dating app that allowed men to message first in opposite-sex matches—a significant change to the app's signature "women make the first move" feature. Bumble later apologized for the ads on Instagram. Bumble shares fell 54% after the brand removed the signature feature and allowed men to message first.

The most iconic vintage ads

Looking at vintage ads can provide a deep dive into the history of how businesses communicate with their customers. This archive of some of the most iconic print and out-of-home ads of all time breaks down why each ad resonated at the time (think brutally honest copywriting, and long copy that is a pleasure to read). See ads from Porsche, Listerine, and more.

A pop culture taxonomy of the Byronic hero

The Byronic hero, a moody but ultimately noble archetype credited to Lord Byron, isn’t just a fixture of romanticism: the character type can still be found throughout popular culture. Look no further than this detailed explainer from TV Tropes, which illustrates the Byronic hero’s characteristics and appearances in different media.

Richard Cadbury invented the heart-shaped chocolate box in 1868

Richard's father, John Cadbury, founded the Cadbury Brothers chocolate company (now known simply as Cadbury) in 1824. Richard recognized the popularity of ornamental designs (especially for Valentine's Day gifts) and designed the heart-shaped box for the company's chocolates, which became a staple of the holiday.

Rockwell's Saturday Evening Post created an idealized American life

The Saturday Evening Post’s circulation exploded in the early 20th century, due in no small part to Rockwell’s iconic cover illustrations, which often portrayed idyllic portraits of American life from the not-so-distant past. This documentary explores how Rockwell’s covers played on national nostalgia, creating a vision of the country that grew to be associated with the American Dream.

Singles' Day was created as a response to Valentine's Day

Inspired by people feeling left out by Valentine's Day, the Chinese holiday celebrates the unattached. It takes place Nov. 11, sometimes referred to as "Double 11," and has become a major shopping day, with over $202B spent on that day in 2024.

The ancient Greeks and Romans viewed comets and meteors as divine omens

Both considered the appearance of a comet or its fragments as a precursor to significant events, such as the birth of a notable figure or the death of a ruler. One observed in 44 BCE was believed to be a sign of the deification of Julius Caesar after his assassination.

Pepe the Frog went from internet meme to symbol of hate

The character first appeared in 2005, in an online comic called "Boy's Club," inspiring countless memes in which his likeliness was used as a supportive shorthand. Then, people started pairing Pepe with hateful messages, morphing him into something his author never intended.

Jacques Louis David was a prime foil for the romantics

French painter Jacques Louis David was a defining figure of the neoclassical movement, using historical scenes and a polished sheen to present work that was as close to the real world as humanly possible. That made him an obvious foil for the romantics, who embraced raw feeling over accuracy.

Dalí partnered with Hallmark to design surreal Christmas cards

Dalí pursued commercial work throughout his career. In 1948, Hallmark released a set of Christmas cards designed by the artist. A decade later, he created images for additional holidays, including Valentine's Day, Easter, and Mother's Day.