The Evolution of Valentine’s Day in Socialist and Post-Socialist Times

Abstract

The paper outlines the changes in St. Valentine’s Day celebrations in Estonia from 1980 to 2014. Valentine’s Day, called also Friendship Day, reached Estonia in the late 1980s. At the time, the holiday in Western Europe and America celebrated love, engagement and marriage. However, to Estonia the holiday was introduced as a day to remember your close ones and friends. In the 1980s, the holiday spread among young people, with support from (pre)schools and teachers: cards and small gifts were prepared for friends and family.
The 21st century saw a breakthrough in media influence and commercialisation. Self-made gifts (cards, small objects) saw competition
from international commercial gifts. Valentine’s Day has also become a definite occasion for entertainment and food catering establishments
with special offers, and romantic packages for couples.
Today, Valentine’s Day stands both as a day celebrating friendship as well as being in love, and accordingly the customs are varied.