Indeed, the 'tradition'/origin has the roots somewhere down the Roman Empire, 3rd century. Now it has been commercialized to a high degree.
My point was something like: take US holidays grade on the scale 1-10; Christmas 10, Halloween, Thanksgiving Day - 9, 4th of July, New Year - 8.... Valentine's Day - 4, Memorial Day - 2. (not all rated, obviously)
Germany - barely registers as anything; Spain, Sweden, Estonia - not a thing at all. There might be promotions, advertising, etc. but it's not an engraved thing for the decision to matter the date/proximity of Valentine's Day.
My point was something like: take US holidays grade on the scale 1-10; Christmas 10, Halloween, Thanksgiving Day - 9, 4th of July, New Year - 8.... Valentine's Day - 4, Memorial Day - 2. (not all rated, obviously)
Germany - barely registers as anything; Spain, Sweden, Estonia - not a thing at all. There might be promotions, advertising, etc. but it's not an engraved thing for the decision to matter the date/proximity of Valentine's Day.