Romance or repulsion? How Salopians really feel about Valentine's Day in 2024

But whether you adore it or hate it, Valentine’s Day is widely regarded as the ultimate day of romance.

We went down to Wellington town centre to see how people feel about the big day in 2024.

Roger Davis, 72, might be the most qualified cupid in all of the town, as he's been running the market's flower stall, Quality Flowers and Cards, for 35 years.

The stall was heaving with romance, buckets full of roses and adoration-expressing helium-filled balloons. The 'wife' section of the card stand had been completely emptied.

Despite the decor, according to Roger, Wellington wasn't the most romantic of towns.

"In the market, we've got a lot of older customers," Roger explains, "so Valentine's Day isn't a big deal. But where there's a lot of younger people and everyone's all loved up they're buying this, that and the other."

Despite helping romance blossom for decades, Roger says he doesn't pay much attention to February 14.

"I ignore all the events myself," he said. "My wife wouldn't thank me for flowers after working in them for 50 years. She's sick of the sight of them!"

With dozens of independent businesses lining the high street and market hall, you don't have to look far to find romance in the town's retailers.

Many of the businesses are run by loved-up couples, including Odd Pals in the market's food court.

The street food stall is run by Matt Palin, 30, and Wioleta Odrakiewicz, 24. Two years ago they welcomed their first child, son, River. They've now been together for four years.

"I like Valentine's Day, I really enjoy it," Matt said.

Wioleta agreed: "Before I met Matt I thought it was an absolute waste of time, but now it's just something to put a bit of effort into. It's something to do together.

"To have an actual day of the year that you can make something big and special, I think it's nice."

To celebrate, Matt plans to whip up a romantic breakfast in bed. The pair often exchange keepsakes, with Wioleta partial to a scrapbook.

"Gifts are a luxury and people can't afford that at the moment," Matt explained.

"Especially for people like us - first-time business, open less than a year. So it's the smaller things you've got to do, it's the things that don't cost as much but they're the thoughtful things - anyone can go and buy someone something nice. But they're not always the most thoughtful of things."

Across the way from Odd Pals, the Indian and Chinese street food stall, Red Dragon, is also run by a couple, Freddy Singh, 55 and his wife, Anu Kaur, 50. The pair celebrated 21 years of marriage on February 12 - a date determined by Valentine's Day.

"He [Freddy] was always working in the hospitality industry," Anu explained, "I said he should have chosen the 14th but he said he definitely didn't want Valentine's Day because it would always be busy, and he didn't want to be busy on our anniversary.

"He wanted to always celebrate that separately - it was sweet."

Outside of the bustling market hall, another recent addition to Wellington's centre, The Book-ends, is also run by a creative couple.

Mercy and Richard Smartt opened the micro-bookshop and performance space in July last year.

To celebrate the month of romancing, they will be hosting a musical and literary voyage through love, inspired by the CS Lewis classic, The Four Loves.

Richard, 41, said he believes the mass market culture of Valentine's Day is changing, with many looking to personalise romance.

He said: "The idea of getting a Hallmark card and flowers has maybe given way to people wanting things that are more personalised and customised.

"We have a million niches now, and the internet gives you access to so many different subcultures - to just come and cookie-cutter an expression of love might not do it anymore for many people."

The event, 4 Loves and 1 Mic, is being held on Friday, February 23 at the store on Duke Street. More information is available on the Facebook page @thebookendslive.