Valentine's Day, celebrated globally, first appeared in Sweden in 1956 through a window display by the Nordic Company. However, its roots trace back much further, originating from the Roman Empire and associated with numerous Catholic saints under the name Saint Valentine, as well as references found in medieval Anglo-Saxon texts. The tradition gradually became more popular in Sweden after merchants looked towards the United States, where personalized cards were sent for Valentine's Day.

As folklorist Tommy Kuusela explains, the 1980s marked the beginning of Valentine's Day gaining significant popularity in Sweden, and by the 1990s, it had become deeply ingrained in the cultural celebrations of many Swedes. This change reflects a broader shift in how romance and affection are expressed in modern society, often influenced by commercial interests and cross-cultural exchanges with countries like the United States.

The article also touches on some of the less favorable practices associated with Valentine’s Day, suggesting a reflection on how the celebration should be approached. Overall, it highlights both the historical significance and modern implications of this sentimental holiday in Sweden, emphasizing the importance of love while cautioning against overly commercialized expressions of affection.