It's interesting to see how something change over time. The celebrations of St Valentine that started in the 5th century had nothing to do with romance. No one knows who he was or what he did either, there were several Valentines. It was in the 14th century France and Britain that the Saint's day started to be connected to romance. It was in the 1960's that the tradition reached Sweden in a larger scale, and that was because of commercialism. However, it was in the 1990's that the Valentine's Day market truly boomed. Today about 50% of the population celebrate it Me, I'm so not buying anything just so that the stores can make more money on this day.