The Christianization of Rome brought about a shift in focus. The Catholic church recognized at least three different saints named Valentine, a priest who defied Roman Emperor Claudius 11 ban on marriage for young men, believing single men made better soldiers. Valentine secretly continued to wed young couples, leading to his imprisonment and eventual execution on February 14th.

Over time, Valentine's Day evolved from a religious feast honouring the martyred saint to a celebration of romantic love.

The 19th century witnessed a significant transformation of Valentine's Day. The mass production of greeting cards, often adorned with lace, ribbons and romantic verses, became increasingly popular.

These cards provided a discreet means for young lovers to express their affections in a society that often discouraged open displays of romance.

As the 20th century progressed, Valentine's Day became a firmly established commercial holiday—exchanging gifts, from chocolates and flowers to jewellery and romantic getaways.

Today, Valentine's Day is celebrated globally with a diverse range of customs and traditions. The exchange of cards and gifts remains popular, many couples opt for unique experiences, such as romantic dinners, weekend getaways, or simply spending quality time together.