Every 14th February has been celebrated as lover’s day-Valentine’s day. The celebration is named after Saint Valentine, a Christian martyr who lived in Rome during the 3rd century AD. Stories have it that during the reign of Emperor Claudius II (c. 268-270 AD), Rome was at war, and the emperor believed that single men made better soldiers. He banned marriage to keep men focused on fighting.
Saint Valentine, a Catholic priest, defied the emperor’s decree and continued to perform secret marriages for young couples. When Emperor Claudius II discovered this, he had Valentine imprisoned and eventually executed on February 14th.
While in prison, Valentine is said to have befriended his jailer’s daughter, Julia, who was blind. According to legend, Valentine prayed for her and miraculously restored her sight. Before his execution, he wrote a letter to Julia, signing it “From your Valentine,” which is believed to be the origin of the modern-day expression. Over time, Valentine’s Day evolved into a celebration of love and romance. In the 5th century, Pope Gelasius I declared February 14th as St. Valentine’s Day to honor the martyr. The holiday gained popularity in the Middle Ages, and by the 17th century, it had become a day for exchanging love letters and gifts.
Meanwhile, some historians believe that Valentine’s Day might be connected to the ancient Roman festival of Lupercalia, celebrated from February 13th to 15th. Lupercalia was a fertility festival honoring the god of fertility, Faunus, and the Roman founders, Romulus and Remus. The festival involved rituals, sacrifices, and matchmaking, which might have influenced the modern celebration of love and romance.
Today, Valentine’s Day is celebrated worldwide, with people expressing love and affection through gifts, cards, and gestures. Whether you’re romantic, sentimental, or just love the excuse to indulge in chocolates and flowers, Valentine’s Day is a special day to celebrate love in all its forms!
And so, from curated love notes and viral hashtags to instant gift deliveries at the tap of a screen, social media and e-commerce are transforming Valentine’s Day into a digital-first celebration of romance, connection, and commerce.
In Nigeria, research firm SBM Intelligence had observed a steady growth in Valentine’s spending, despite prevailing economic challenges. Manufacturers and sellers increasingly leverage the excitement of the season to roll out creative campaigns. Beyond traditional cards and restaurant dates, items such as perfumes, fashion accessories, smartphones, flowers and curated gift boxes are gaining momentum and available at just a scroll and tap away.
Analysts noted the steady rise in Valentine’s Day spending, with a significant share of transactions now conducted online and enabled by the digital finance and fintech boom. They link the surge in spending to the growing popularity of Valentine’s Day within a technology-driven marketplace that has made the celebration more competitive, accessible and highly personalised.
Chief Executive Officer of PricePointe Wholesale Club, Tayo Williams, said the growing attention drawn by online marketplaces and social media platforms was not only reshaping the occasion, but also redefining its meaning and purpose.
“The online market space and social media landscape have made Valentine’s Day more stylish and visible, shifting it from what was once largely private and limited to card exchanges or quiet moments into a highly publicized affair,” Williams said.
According to him, technology has democratised Valentine’s celebrations, while also commercialising them in unprecedented ways.
“With tech tools comes a highly publicised, commercial, and often performative Valentine’s celebration. Online sellers understand this and have creatively rebranded the day as ‘Friendship Day’ or ‘Self-Love Day’ to sell more products. It is now less about intimacy and more about visibility and consumption,” he noted.
Sharing similar views, Founder of Aggital Works, Oghoghozino Otefia, said Valentine’s Day has evolved from a single day of emotional/romantic expression into a full digital sales season, with social media acting as the ignition point.
Over time, he explained, the occasion has been transformed by platforms that amplify trends, shape consumer expectations and extend the celebration beyond February 14.
Interestingly, celebrants appear receptive to the attention and trends driven by new media. Increasingly, Nigerians look to social media and e-commerce platforms to decide what gifts to buy and how to celebrate their loved ones.
Social Media Manager at Jiji Nigeria, Peace Iliyilade, said the proliferation of digital platforms has significantly popularised Valentine’s Day, influencing spending patterns and gift choices year after year.
“With the growth of e-commerce platforms and social media tools, Valentine’s Day has become more visible and trend-driven. These platforms shape spending decisions, open people’s eyes to new gift ideas that ultimately help foster bonds and expressions of love,” Iliyilade said.
She added that social media now provides clues on who to celebrate, where to celebrate and how to celebrate the occasion.
“Many people get gift ideas from what they see on platforms like Instagram, TikTok, Facebook and X. Online marketplaces such as Jiji, Amazon and Jumia have also become go-to destinations for Valentine’s shopping. Influencer content increasingly shapes what people consider a ‘good’ Valentine’s gift, surprise or experience,” she said.
