In Brazil, June was chosen to celebrate the date because it was precisely the month when sales slowed down. The 12th, in turn, is the eve of the feast of Sant’Antonio, already famous in Brazil for being the holy matchmaker.
What is the origin of Valentine’s Day in Brazil?
As the US and Europe celebrate the call Saint Valentine (or Valentine’s Day) February 14, in these parts, the date is the novel celebrated June 12 since 1948.
And the reason is purely commercial.
The idea of establishing the celebration came from publicist João Doria, father of businessman, journalist and former governor of São Paulo, João Doria Jr.
Owner of the Standart Propaganda agency, he was hired by the Salão Clipper store with the aim of improving the results of the June sales, which were still very weak.
Inspired by the success of Mother’s Day, Doria established another date for exchanging gifts during the year: Valentine’s Day.
June was chosen because it was precisely the month when sales slowed down. The 12th, in turn, is on the eve of the feast of Sant’Antonio, famous in Brazil for being the holy matchmaker.
Then combining business with pleasure, Doria created the first advertisement that would establish its date in the country.
“It’s not just kisses that show love!” said a slogan for the first Brazilian Valentine’s Day.
“Don’t forget: love pays for love,” said another.
The advertisement was considered the best of the year by the Associação Paulista de Propaganda at the time.
The date began to “catch” in Brazil the following year as more regions began to join – later, the celebration became nationwide.
Currently, Valentine’s Day is already the third best date for commerce in the country, behind only Christmas and Mother’s Day.
In 2023, the celebration is expected to displace BRL 23 billion in gifts and celebrations, according to a survey by the National Confederation of Shopkeepers (CNDL) and the Credit Protection Service (SPC Brasil).
Saint Valentine
The origin of Saint Valentine (Valentine’s Day), celebrated in the United States and Europe, is long before Valentine’s Day in Brazil. The date began to be celebrated in the 5th century.
There are a few explanations for the story, but the most famous is that Valentine was a priest in Rome who was sentenced to death in the 3rd century.
According to this account, Emperor Claudius II banned marriages in that century because he believed married men made worse soldiers – his idea was that single men, with no family responsibilities, might perform better in the military.
Valentine, however, argued that marriage was part of God’s plan and gave meaning to the world. So he broke the law and staged ceremonies in secret.
When the emperor found out, the priest was arrested and sentenced to death in 270 AD
But during his time in prison, Valentine fell in love with a jailer’s daughter.
On the day of the execution of the sentence, he sent the girl a love letter signed “from your Valentine” – which gave rise to the modern practice of sending cards to your loved one on February 14th.
It was only two centuries after the date was actually celebrated, when Pope Gelasius instituted Valentine’s Day, classifying it as a symbol of lovers.
The celebration was born when the Church transformed an ancient pagan tradition into a Christian holiday, a three-day Roman holiday called Lupercalia.
The event, which took place in mid-February, celebrated fertility. The goal was to mark the official start of spring.
But there are at least two other historical figures who disputed the title of Valentine’s Day associated with that date.
One is a bishop from a city near Rome – in the region of present-day Terni – and the other is a martyr from North Africa.
Since not much is known about these other two figures, the priest of Rome ended up becoming the best known of the patron saints of lovers.
Source: Terra
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