From Saints to Sweethearts: Why Americans Can’t Quit Valentine’s Day

Marla Martenson
Jan 26
4 min read

Updated: Jan 31

Whether you’re scribbling love notes, dodging candy hearts like emotional landmines, or planning a cozy solo movie night with popcorn and fuzzy socks—Valentine’s Day has a way of sneaking into your calendar and your feelings.

But how did we get here? Why is February 14th practically dipped in chocolate and wrapped in red ribbon? Let’s rewind a bit… like, way back.

A Rebel in Robes—The Real Saint Valentine

Before we had boxes of truffles and oversized teddy bears, we had Valentine—a 3rd-century Roman priest with a rebellious streak and a soft spot for love.

The story goes like this: Emperor Claudius II, convinced that single men made better soldiers, banned marriages. (Yes, seriously.) Valentine, a believer in Christian marriage and the power of love, secretly married couples anyway.

Of course, this made him Public Enemy No. 1. He was arrested, and while imprisoned, he allegedly befriended the jailer’s daughter—and just before his execution, wrote her a note signed “From your Valentine.” (Be still, our love-struck hearts.)

His sentence? A three-part execution: beaten, stoned, and finally beheaded on February 14, around 269–270 AD.

To make things more mystifying, early records suggest there might have been more than one Saint Valentine—a priest in Rome, a bishop in Terni—but their stories overlap in such dreamy (and dramatic) ways that history kind of blended them into one.

Though the romantic flair was added centuries later, Saint Valentine remains a symbol of devotion, bravery, and standing up for love in the face of injustice.

How America Fell in Love with Love

Fast-forward a millennium or so, and Valentine’s Day starts to take a softer turn.

Enter Esther Howland, a 19th-century American entrepreneur with a passion for frilly lace and romantic gestures. She’s the one who made mass-produced Valentine cards a thing, complete with ribbons, cherubs, and enough glitter to blind your crush.

From there, the love train just kept rolling:

Chocolate companies jumped in.
Florists got busy.
Hallmark practically built an empire on it.

Industrialization made it easy to mass-produce romance—and Americans were here for it.

So Why Are Americans So Obsessed with Valentine’s Day?

A few reasons:

We’re romantics at heart. From Hollywood to pop music, love stories are everywhere. Valentine’s Day gives us all a chance to live in that dreamy world, even for a moment.
We love a celebration. Any excuse to dress up, give gifts, or eat chocolate is a win, right?
We’re deeply shaped by tradition and marketing. Once a holiday hits the mainstream, especially with a commercial boost, it becomes part of the culture.

And honestly? There’s something sweet about having a dedicated day to say what we often forget to: “I love you.”

But Isn’t It All Just a Commercial Trap?

Look, no one’s denying that Valentine’s Day has been commercialized into a pink-and-red spectacle. But at its core, it’s still about love—and that’s pretty powerful.

In recent years, the holiday has expanded beyond romantic couples:

Galentine’s Day celebrates friendship.
Self-love days have become a thing (yes to bath bombs and solo dates!).
Families, kids, coworkers—even pets—get Valentine’s now.

So maybe it’s not about what you buy, but what you share.

No Pressure, Cupid

Valentine’s Day might have started with a martyr and turned into a marketing juggernaut, but at its heart (okay, last pun), it’s about connection.

Whether you’re celebrating romantic love, friendship, or just showing yourself some kindness, it’s a reminder that love—real love—is still worth celebrating.

So go ahead: write the card, hug your people, or treat yourself to something sweet. Valentine would be proud.

Dive into the the Valentine's Vibe and order my short story (on Kindle) Amateur Night:

If you are looking for a short story with lots of laughs, Amateur Night is for you.

In the relationship tango called “Compromise,” Marla has bent over backwards a few times too many. Though her Latin husband is a passionate lover, his anger has a fiery side as well. He had promised a special Valentine’s Day, but on the morning of the celebration, Marla’s resentment spews. The vivid memory of a certain February 14th before she married revisits her like the ghost of St. Valentine. What seems hilarious now was torture at the time, yet the misery of “Amateur Night” teaches Marla some new moves in the tango.

Let's keep the love connection going....✨ Join my newsletter for magic, stories, and tools to support your healing and growth. It’s like a love letter to the part of you learning to choose yourself again and again. And get a FREE guided High-Frequency guided meditation.

✨ I’d also love to connect with you on POPCALL—a new app where you can reach me directly. Whether you’re looking for laser coaching, energy healing, or just someone to hold space and really listen, POPCALL makes it easy.

You can message me via: