Today, in fact, one of the many
holidays (and I use the term loosely) now used by large
corporations of
greetings card makers (and probably
Cadbury's) to make a huge amount of
money in as little
time as possible.
I appreciate that it may have had significance in the past but now, along with so many other Saints Days and holidays, its significance has paled under the attempts to mass market it.
Has been seen in a cynical light in The Simpsons in an episode about Love Day. The stores were wanting to make a new "holiday" to make extra cash between Christmas and Easter, or some other two holidays, and so they invented Love Day. Struck a chord when I saw it. How many people are fed up with seeing fluffy teddy bears and red heart-shaped boxes of chocolates. I don't want a teddy, and I don't want chocolates. I'm trying to lose weight, not put it on!
But, really, like so many other "hallmark days" there is no way it's going to stop until the general public stop purchasing all the tat. If they carry on buying it, the companies will continue to provide.