Valentine's Day is a time to celebrate romance and love and kissy-face fealty. But the origins of this festival of candy and cupids are actually dark, bloody — and a bit muddled.

A drawing depicts the death of St. Valentine — one of them, anyway. The Romans executed two men by that name on Feb. 14 of different years in the 3rd century A.D.
Hulton Archive/Getty Images
Though no one has pinpointed the exact origin of the holiday, one good place to start is ancient Rome, where men hit on women by, well, hitting them.

Those Wild And Crazy Romans

How Chocolate Became A Sweet (But Not So Innocent) Consort To Valentine's Day
THE SALT

How Chocolate Became A Sweet (But Not So Innocent) Consort To Valentine's Day
From Feb. 13 to 15, the Romans celebrated the feast of Lupercalia. The men sacrificed a goat and a dog, then whipped women with the hides of the animals they had just slain.

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The Roman romantics "were drunk. They were naked," says Noel Lenski, a historian at the University of Colorado at Boulder. Young women would actually line up for the men to hit them, Lenski says. They believed this would make them fertile.

Shakespeare In Love

As the years went on, the holiday grew sweeter. Chaucer and Shakespeare romanticized it in their work, and it gained popularity throughout Britain and the rest of Europe. Handmade paper cards became the tokens-du-jour in the Middle Ages.

Be Mine? Nope. SweetHeart Candies Hard To Find This Valentine's Day
BUSINESS
Be Mine? Nope. SweetHeart Candies Hard To Find This Valentine's Day
Eventually, the tradition made its way to the New World. The industrial revolution ushered in factory-made cards in the 19th century. And in 1913, Hallmark Cards of Kansas City, Mo., began mass producing valentines. February has not been the same since.

Today, the holiday is big business: According to market research firm IBIS World, Valentine's Day sales reached $17.6 billion last year; this year's sales are expected to total $18.6 billion.