Valentine's Day celebration is a recent phenomenon in India but has caught the fancy of people to a great extent. Though some see it as a western import and hesitate to celebrate, there exist a large and growing number of those who love the feeling behind the beautiful and romantic festival. Especially to the Indian youth February 14 signifies love - a day when people express their affection for others. Just as several other countries, people in India too celebrate the Valentine's Day by exchanging cards and gifts.
Euphoria of Valentine's Day festival can be experienced weeks before the festival. Television, radio and print media start creating hype about the festival by covering all facets of it. Gift marketers and card companies launch a rigorous campaign to lure the youngsters. Card and gift shops are interestingly decorated with symbols of Valentine's Day including roses, cupid and heart shaped balloons. Shopping malls in metropolitan cities organize fun-filled competitions and distribute discount coupons to lure the consumers.
On February 14, the Valentine's Day restaurants, discos, Cineplex, pubs and pizza parlors see a particularly busy time as couples celebrate the day in togetherness. Many boys and girls even propose to their sweetheart on this romantic day. People also express love to their friends, teachers, siblings and parents. Popular Valentine's Day gifts exchanged in India include chocolates, fresh flowers, cards, soft toys and candies. These are also clubbed with several other gifts to pamper sweethearts.