The business of love

February 14: Why we celebrate Valentine’s Day

For some, Valentine's Day is an invention of the flower industry and no reason to celebrate. Others, on the other hand, look forward to it all year round, prepare small gifts for their partners, or celebrate the "day of love" with a romantic candlelit dinner. But why do we actually celebrate Valentine's Day?

It is a day of mutual appreciation and adoration: Valentine's Day on February 14, when people express their affection with a special gift – all over the world.

Until after World War II, however, Austria resembled a romantic desert on February 14. According to "florist legend," we owe Valentine's Day to a British occupation soldier. Today, it brings record sales to the candy, event, and florist industries.

When the officer insisted on a little heart to accompany his floral love message in a Graz flower shop on that day – without it, it wouldn't be a real Valentine's Day for his sweetheart – the florist drew what he wanted on a piece of cardboard with her lipstick and cut it out.

The commercial potential of this Anglo-Saxon custom was quickly recognized in this country and profitably implemented.

However, the roots of Valentine's Day on February 14 date back to ancient times. In Germany, florists declared Valentine's Day the "day of open hearts" in 1950.

According to legend, Saint Valentine gave flowers to lovers—a tradition that began in Great Britain in the 15th century and later caught on in the US through English emigrants.

Video: Are you spending Valentine's Day alone? Ten ideas for a successful singles' day!

Floral trends for Valentine's Day
Flowers are still considered the number one gift on Valentine's Day. Tulips, grape hyacinths, primroses, daffodils, anemones, and ranunculus are now in season and are already available from regional producers. And once tulips, hyacinths, and other flowers have bloomed, their bulbs can be replanted to bring joy again next year. Trendy colors for 2024 include "Sky Blue," a soft sky blue, and "Bright White," a radiant white.

Equal Pay Day falls on Valentine's Day this year
Perhaps of more interest to some people: this year's Equal Pay Day falls on Valentine's Day. From the beginning of the year until February 14, two days shorter than last year, women have to work for free symbolically when comparing their annual salary with that of men.