Ethnologist Juraj Zajonc explains that Valentine's Day, which is celebrated on February 14th, only became known in Slovakia in the late 20th century, particularly in the 1990s. He differentiates between the holiday for lovers and the feast day of Saint Valentine, emphasizing that the former is focused on expressions of affection rather than religious observance. The celebration has become an accepted opportunity for individuals to initiate romantic relationships, allowing for the exchange of partners during festivities.

Zajonc points out that the day was not originally intended only for singles but also provided a social framework for all, including married couples. This inclusivity marks the holiday as a flexible platform for courting and exchanges, moving beyond conventional boundaries of romance. The discussion emphasizes that Valentine's Day serves as a day of leisure and interaction, rather than being strictly limited to traditional romantic expressions.

In his research, Zajonc has authored two books on the subject, detailing the historical and cultural aspects of the day, noting the evolution of its perception in Slovak society. He also mentions unique customs associated with Valentine's Day, such as the significance of gifts like gloves in British tradition, which adds depth to the understanding of how different societies celebrate love and relationships.