Like many places around the world, Swedes celebrate Valentine’s Day today, on February 14th. Called ‘Alla Hjärtans Dag’ – All Hearts’ Day – it is a newish tradition that started around 50 years ago, but didn’t really gain traction until the 1990’s.
American influence and commercialization are often cited as the reasons for this. I also think that it’s a timing issue – the month of February is an otherwise boring time of year in Sweden. A little celebration is a small distraction from the tedium.
In Sweden, Valentine’s wishes are not only limited to love interests, but also extended to children, friends and even school teachers.
Romantically, the most common Valentine’s gifts are flowers, and treating your loved one to a nice dinner, in a restaurant or at home. Approximately 10 million red roses are sold around this day, which is huge considering the population is also 10 million.
Heart-shaped candy is also popular, and in Sweden the most common is ‘jelly hearts’. Sales of chocolate and candy apparently increase by 90% every year around Valentine’s Day.
So, I might not have flowers or chocolates to give you, but I’d like to wish each of you a Happy Valentine’s Day. I appreciate that you want to read my writing, and in return I send you some loving energy. I hope you have love and affection in your life and that, now most Covid restrictions are lifted, you can celebrate with a long, warm hug!