In the Mood for Love

Valentine’s Day. It’s known as the Hallmark holiday. It is, after all, the second largest card-sending time of the year, with approximately 1 billion valentines sent worldwide each year, second only to Christmas, where an estimated 2.6 billion cards are mailed each season. Yet of those 1 billion cards bought and sent, women purchase nearly 85%. (Come on, men, you can do better!)

The history of Valentine’s Day is somewhat of an enigma. One myth, which we at Plum really enjoy, contends that Valentine was a Catholic Priest in Rome under Emperor Claudius II. Claudius II believed that single men made better soldiers and so he ordered for all young men not to marry. Valentine rose against this decree, defied the Emperor and continued to perform marriages. When Valentine’s actions were discovered, Claudius had him killed. Whether such a story is really true is left to be decided. There were so many catholic martyrs named Valentine that up until 1969, the Catholic Church formally recognized eleven Valentine's days. (If only that were still the case…imagine all the flowers and the cards year round!)

Despite its ancient roots, Valentine’s Day began to be popularly celebrated first in Great Brittan around the 17th century. By the middle of the 18th century, everyone, young and old, rich and poor, would give notes to loved ones. By the end of the century, printed cards began to replace written letters. The most famous card maker was Esther A. Howland, an American who produced the first mass-produced valentines in the 1840s.

While it’s quite easy to drop by Jane’s and pick up a card for your loved one(s), there are also other ways to win his or her heart. Flowers and a dinner date are always a good idea. But you can also be creative in the wild, wild west. Take an afternoon and hit the slopes. Go up north and snowshoe at Galena Lodge. Spend the evening cooking dinner together. Or, make a run to Ciro Market, buy a bottle of wine and some appetizers, light the fire and snuggle. We promise you’ll both be happy. For more dining ideas, check out our dining guide.