Every February 14, millions of people in the United States and in various countries around the world celebrate Valentine's Day. This is the reason to give souvenirs and many growing families and agricultural entrepreneurs in Latin America are rubbing their hands, because millions of flowers grown in our countries are sold during this time.

Speaking to Procolombia, Colombia's export promotion agency, the president of Asocolflores, Augusto Solano, explained that "Colombia is the second largest flower exporter in the world. Floriculture is one of the most important sources of formal work in the Colombian countryside and a logistical example of international trade in our agricultural sector. This sector has been a key catalyst in the opening of international markets by positioning Colombia as a supplier of quality flowers, diversity and good social and environmental practices".

It is estimated that more than 250 million roses alone are sold during the celebration and that Colombia alone exports more than 700 million stems during the season.

Despite the positive economic impact, many people in the region claim that this is an American celebration and that it should not be celebrated in Latin American countries, because the real date of the saint is in September, when many countries commemorate the day of Love and Friendship.

How true is this legend?

The holiday has its roots in ancient Rome. It is associated with St. Valentine, a Christian priest who, according to legend, secretly married couples in times when Emperor Claudius II had banned marriages for young soldiers. Valentine was executed on February 14, 269, and later canonized by the Catholic Church. Modern celebrations were consolidated in the 19th century with the commercialization of cards and gifts.

Thus, St. Valentine's Day is actually celebrated on February 14 to remember the saint's martyrdom. This tradition has expanded thanks to the cultural influence of the United States. The commercial strategies of major brands have promoted the holiday in Spanish-speaking countries, encouraging the consumption of flowers, chocolates and special experiences. In some regions, the day has been adopted as a matter of course, while in others there are alternative celebrations with a long tradition of their own.

What happens in September?

Several Latin American countries celebrate the Day of Love and Friendship in September. In Colombia, for example, the date is commemorated on the third Saturday of that month, a decision promoted in the 1960s to avoid coincidence with the school season and improve sales at a time of year with less commercial activity. In other countries such as Bolivia, it is celebrated on September 21 along with the beginning of spring.

The debate over whether celebrating Valentine's Day in February represents a cultural imposition is not new. Opponents argue that accepting the date is a form of cultural colonialism that displaces local traditions. They also criticize the commercial approach of the holiday, which transforms love into a mass consumer product. But the reality is that February 14 is embedded in Western tradition as the date of St. Valentine's death.

On the contrary, as in Colombia, the celebration in September is tied to commercial reasons.

The impact of social networks has been decisive in the expansion of Valentine's Day in Latin America. Platforms such as Instagram and TikTok have reinforced the visibility of the celebration, especially influencing young people. Older generations, on the other hand, tend to maintain an attachment to the traditional dates of their countries.

Brands have also taken advantage of this trend, designing marketing strategies that position February 14 as a key date for commerce. Restaurants, gift stores and entertainment companies have contributed to the consolidation of the holiday in various markets.

The reality in many Latin American countries is that both dates coexist and are also key for commercial activity. While some people celebrate in February influenced by U.S. culture, others maintain the September tradition. In many cases, couples find in both dates an opportunity to strengthen their relationship.

Beyond the discussion about cultural imposition or local tradition, the truth is that love and friendship continue to be universal values. Whether in February or September, the celebration of the bonds of affection continues to be a necessity for all cultures.

Happy Valentine's Day.