Up to anything on Thursday? Valentine’s Day may be ignored by many, but for millions of couples worldwide, it’s a time to tell someone you care and offer flowers or chocolates, head out for lunch, book a romantic dinner or write poetry in a card and maybe even send it from a secret admirer (without being creepy).

There are many people too who turn Ebenezer Scrooge and mutter “bah humbug”. But we know Valentine’s Day is more than just a Hallmark holiday, and we think it’s time more people took a moment to share their feelings. We also think it’s also the perfect opportunity to get out and support South Australia’s small businesses, from the florists working tirelessly to make exquisite bouquets to our chocolatiers, café owners, restaurateurs, bars and newsagents.

Valentine’s Day is a massive commercial celebration in places such as the US, where Americans collectively spent US$19.6 billion (AU$27.3b) on the day alone last year. In Australia, the Commonwealth Bank estimated we collectively spent $23 million in 2017 on dinner, drinks, flowers and more.

Despite massive amounts of money being spent, a lot of people are unaware that Valentine’s Day pre-dates commercialism and even Catholicism. Did you know Valentine’s Day originated in ancient Rome, stemming from the mid-February Pagan festival Lupercalia? The festival celebrated fertility and purification and involved people partnering off, without going into too much detail.

In 496, Pope Gelasius declared the festival immoral, and later nominated 14 February as the feast of St Valentine, the patron of lovers. Valentine was likely to have been a priest executed for marrying lovers in secret, but multiple versions of the story exist.

The first Valentine’s Day card was thought to have been sent by a French nobleman in 1415, later evolving into cards and commercialisation.   

At Business SA, we’re hoping a recognition of how the celebration started will stop the cynicism and get people to embrace the spirit of the day. We’re hoping people will make the effort to tell their loved ones how important they are with a card, flowers, a chocolate or two, a bottle of champagne and a dinner out.

If your favourite café or restaurant is booked, try the quieter one down the road that would benefit from a little extra trade. Support the corner florist who lives for Valentine’s Day and knowing they’re putting a smile on someone’s dial. Buy a card from the little gift shop in your local strip, or even a book at one of the few remaining good book stores if you’re not romantically inclined. And if it’s a warm night, even fish and chips on the beach would be more than fine.

Let’s support traders in South Australia as you tell someone you love them, and Valentine’s Day is the perfect excuse.

This article was originally published in the South Australian Business Journal on Tuesday 12 February 2019.