"Valentine's Day", celebrated on February 14, is one of the holidays obviously promoted worldwide and which generates an increasing volume of sales of products and services. Its expansion in the world is due to globalization and increased American and Western European influence in the world. It can be said that it is a world-class holiday, known in most countries of the world, but not as appreciated in all and without having the same tradition in all countries (in some countries it is taken up

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... elatively recently). It is not known exactly who Saint Valentine is, remembered on February 14, but this aspect may matter less at present. It is noted that currently the holiday is popular primarily in English-speaking countries, but also in other countries (on several continents). Some countries had their own holidays, at least partially close in meaning to "Valentine's Day", but they also adopted Valentine's Day. "Valentine's Day" is not accepted in all countries; there are countries or areas that have banned this holiday or in which its impact is insignificant. On the occasion of "Valentine's Day", specific aspects of buying and consuming behavior can be identified. Although there are differences between countries in this respect, similarities can also be found; for example, it can be said that it is the day of flowers and chocolate worldwide.