"How do I love thee?" Let me count the valentines

Two studies are described in which attitudes and behaviors related to Valentine’s Day were assessed. Participants completed a questionnaire on or near Valentine’s Day 1990 (Study l) and 1991 (Study 2). Females and feminine individuals regardless of sex were significantly more likely than males and less feminine individuals to indicate that Valentine’s Day was important to them, reported giving as well as receiving more valentines, and were also more likely to have purposely worn red for Valentine’s Day. For women and more feminine individuals, Valentine’s Day may represent a time to show appreciation to friends and family for whom one cares.