Valentine’s Day: A History of Love, Goats, and Too Much Commercialism

Let’s be real: Valentine’s Day is stupid. It’s become meaningless—a day where stores try to guilt-trip you into spending money on overpriced chocolates, flowers, and cliché cards that nobody really needs.

And if you’re single? Ugh. I’ll admit it—I hated Valentine’s Day growing up in Ireland. Over there (and in the UK), cards were a big part of the tradition. At school, everyone else seemed to get one… except me. Nothing. Not a single one. It was brutal. Meanwhile, in the US, they’ve taken Valentine’s Day to a whole new level of commercialism—flowers, chocolates, and even jewellery. Switzerland? You’re not quite there yet—no cards in schools, thankfully—but it’s creeping in.

(And to our American community: we still love you, even if you’ve turned Valentine’s Day into an Olympic event for gift-giving. You do you.)

So yeah, Valentine’s Day and I didn’t exactly get off to the best start.

But before we tell you how we’re doing something different this year, let’s dig into how this whole mess even started.

Where Did Valentine’s Day Even Come From?

Would you believe it all started with goat sacrifices? Yep, back in ancient Rome, there was this festival called Lupercalia in mid-February, full of fertility rituals and matchmaking. Not exactly the stuff of romance.

Then, enter St. Valentine, a priest who secretly married couples because Emperor Claudius II had banned marriages. (Apparently, single men made better soldiers.) Valentine was eventually executed on February 14th, turning him into a martyr for love.

By the Middle Ages, poets like Geoffrey Chaucer had turned Valentine’s Day into a celebration of romance. And then, somewhere along the way, businesses got involved, and now it’s all about selling you stuff you don’t need.

Why We’re Not Fans of Modern Valentine’s Day

Valentine’s Day today is less about love and more about sales. It’s an excuse for stores to profit off your relationships, whether romantic or not. And honestly? It’s lost its meaning.

So when we talked about selling Valentine’s brownies this year, Thomas said, “Absolutely not.” The last thing we want is to turn KULA into just another brand cashing in on the holiday. Instead, we decided to do something cooler—something that’s actually about connection, joy, and kindness.

Let’s Celebrate All the People Who Matter

Here’s an idea: what if Valentine’s Day wasn’t just about romance? What if it was about celebrating everyone who makes your life better? Your best friend, your sibling, your colleague, your parent, or even your neighbour who always checks in on you.

This year, we’re flipping Valentine’s Day on its head and making it about real connections. Let’s forget the cheesy cards and focus on spreading joy to the people who actually matter.

The KULA Valentine’s Giveaway: Free Brownies for Your People

Instead of selling you brownies, we’re giving away 14 (14th February 😉) boxes—for free.

Here’s how to get involved:

1️⃣ Follow Us on Instagram or Facebook
Make sure you’re following @kulagiving to join the fun.

2️⃣ Nominate Someone Special
Go to our Valentine’s Giveaway post and tag someone in the comments. Tell us why they’re awesome and deserve a little treat this Valentine’s Day.

3️⃣ Not on Social Media?
Don’t worry—Thomas isn’t either. Honestly, try running a small business that relies on social media when your partner has no clue how it works. Just email us at hoi@kula-giving.ch with your name, your nominee’s name, and why they deserve a little treat. 

4️⃣ We’ll Spread the Love
We’ll pick 14 people to receive a box of our Valentine’s brownies, delivered right to their door. If your nominee is chosen, we’ll follow up to get their contact details.

Let’s Make Valentine’s Day Cool Again

Valentine’s Day doesn’t have to be about heart-shaped nonsense or overpriced everything. Let’s make it about celebrating the real connections in our lives—the people who make us laugh, support us, and make life brighter.

So, who’s your person? Nominate them and let’s turn Valentine’s Day into a day that’s actually worth celebrating.

💛 Brownies, kindness, and zero pressure,
The KULA Team