From the Middle Ages onwards, Valentine's Day really became a festival associated with courtly love. In the 14th century, the custom of sending sweet bills to loved ones spread to England.
Then, in the 18th century, Valentine's Day became a more commercial holiday. Greeting cards and gifts became more popular.
Today, Valentine's Day is celebrated all over the world, with different traditions in each country and sometimes on different dates. Couples exchange gifts and greeting cards, florists are raided and restaurants are usually fully booked.