Love, Custom & Consumption

This article represents the first dedicated study of Valentine’s Day in England over the long eighteenth century. It argues that the years from c. 1660 to 1830 were central to the refashioning of the celebration as a modern ritual. During this shift, older customs such as lotteries were superseded by new traditions such as the exchange of valentine cards, with the commercialisation of festivities fuelling a consequent boom in homemade cards. By charting how a folk tradition evolved with the rise of consumer society, the article illuminates how commercial culture can augment, challenge – and ultimately change – material practices of love

Boom · Consumption (sociology · Media studies · Social science · Sociology · Culinary Culture and Tourism · Engineering · Folklore, Mythology, and Literature Studies · Historical Economic and Social Studies · History