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Valentine’s Day: the economic value of romantic tradition

By Sameer Hosany, Professor of Marketing, Royal Holloway University of London

We may never know if St Valentine, a martyr beheaded for officiating the forbidden weddings of persecuted Christians, was keen on chocolate and flowers. But we do know that millions of people around the world will be using those very items to celebrate his name on February 14.

In the UK, it is estimated that 60% of the population will celebrate Valentine’s Day this year, each spending around £52 on gifts…

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