Journal Article

Love, custom & consumption: Valentine’s Day in England c. 1660-1830


This article represents the first dedicated study of Valentine’s Day in England over the long eighteenth century. It argues that the years from c. 1660 to 1830 were central to the refashioning of the celebration as a modern ritual. During this shift, older customs such as lotteries were superseded by new traditions such as the exchange of valentine cards, with the commercialisation of festivities fuelling a consequent boom in homemade cards. By charting how a folk tradition evolved with the rise of consumer society, the article illuminates how commercial culture can augment, challenge – and ultimately change – material practices of love.

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Holloway, Sally

Oxford Brookes departments

Department of History, Philosophy and Culture


Year of publication: 2019
Date of RADAR deposit: 2019-07-17

Creative Commons License This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License

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This RADAR resource is the Accepted Manuscript of Love, custom & consumption: Valentine’s Day in England c. 1660–1830


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