The findings have suggested a continuing decline in the popularity of February 14, as traditional domestic holidays take precedence
Only a quarter of Russians consider Valentine’s Day a real holiday, according to a new survey by the All-Russian Public Opinion Research Center (VTsIOM). This marks a decline over the last 15 years, reflecting a shift toward traditional domestic holidays and values.
Valentine’s Day, which is celebrated annually on February 14, began as a Christian feast honoring St. Valentine and evolved into a global celebration of love.
In the early 2000s, nearly half of Russians embraced the day. Now, however, 71% of respondents to the survey say they do not celebrate it at all, the survey suggested.
Men and women share similar attitudes, with only 27% of men and 26% of women recognizing the holiday. The decline is most pronounced among the older demographics. Young people aged 18-24 remain the most enthusiastic, while only 15% of those aged 45-59 are interested.
Russians are split on the holiday’s meaning, with 45% seeing it as an occasion to express love, while 43% dismiss it as a commercial ploy to boost sales.
Education plays a role in shaping views. Up to 87% of those with lower education levels are more likely to see the day as meaningful. Those with higher education are more skeptical – 49% see it as commercial, while only 39% view it as romantic. Financial status also influences opinion: half of lower-income respondents believe the holiday is profit-driven, compared to 34% who consider it a celebration of love.
The waning enthusiasm for Valentine’s Day may stem from a stronger embrace of Russian traditions. Other national holidays enjoy widespread support. New Year’s Day is nearly universal, with 96% celebrating it, and Victory Day marking the defeat of Nazi Germany in World War II on May 9 garnered a similar level at around 95%, according to a 2022 survey by the Public Opinion Foundation (FOM). Valentine’s Day ranks far lower at only 27%.
The Russian Orthodox Church has also voiced its disapproval of the holiday, calling it “alien to Russia.” Religious leaders criticize its association with extramarital relationships and see it as a deviation from family values.
In response, Russia has been promoting an alternative celebration of love and commitment. Since 2008, the country has observed the Day of Family, Love, and Faithfulness on July 8, honoring the Orthodox saints Peter and Fevronia, the patrons of marriage and family.
