Happy Valentines Day 2018, the day was first associated with romantic love in the circle of Geoffrey Chaucer in the High Middle Ages, when the tradition of courtly love flourished. In 18th-century England, it evolved into an occasion in which lovers expressed their love for each other by presenting flowers, offering confectionery, and sending greeting cards (known as "valentines"). In Europe, Saint Valentine's Keys are given to lovers "as a romantic symbol and an invitation to unlock the giver’s heart", as well as to children, in order to ward off epilepsy (called Saint Valentine's Malady). Valentine's Day symbols that are used today include the heart-shaped outline, doves, and the figure of the winged Cupid. Since the 19th century, handwritten valentines have given way to mass-produced greeting cards.
In the United States, about 190 million Valentine's Day cards are sent each year. And that figure does not include the hundreds of millions of cards school children exchange. Additionally, in recent decades Valentine's Day has become increasingly commercialized and a popular gift-giving event, with Valentine’s Day themed advertisements encouraging spending on loved ones. In fact, in the United States alone, the average valentine’s spending has increased every year, from $108 a person in 2010 to $131 in 2018.