Valentine’s Day in Provence: history, French traditions and gift ideas (2026 edition)
- virginieinprovence
- 5 days ago
- 4 min read
Like in many countries, Valentine’s Day is celebrated in France, and of course in Provence. Even if Aix-en-Provence ranks “only” eighth among the most romantic cities in France, that doesn’t stop Provençal people — and residents of Aix — from celebrating the holiday of love.
Valentine’s Day is a celebration that leaves no one indifferent: it has its followers, its traditions… but also its critics. Between romance, cultural habits, and a critical view of consumerism, this day continues to spark many discussions.
Where does Valentine’s Day come from?
Valentine’s Day, also known as the holiday of lovers, has several possible origins. I’m sharing two of the most well-known ones here.
A Christian origin
The first story dates back to the Middle Ages. At that time, the Church honored Valentine of Terni, a priest and martyr of the Roman Empire. He was known for celebrating Christian marriages that were forbidden by Emperor Claudius II, who feared that married men would be less willing to go to war. These secret marriages led to his arrest and eventual execution on February 14. In 495, Pope Gelasius I declared Valentine the patron saint of lovers.
A pagan origin
The second origin is older and pagan. In ancient times, the Romans celebrated the Lupercalia from February 13 to 15, in honor of Lupercus, the god of fertility. These festivities marked the return of light and the renewal of nature. As often happened, Christian traditions later overlaid older celebrations, giving them a new meaning.
How do you express love in French?
You can often read many things about the different ways to declare your feelings in French. In reality, the simplest — and strongest — phrase remains:
Je t’aime = I love you
The expression “Je vous aime” is used:
when addressing several people (your children, your friends),
or when using the formal “vous” with someone.
Of course, there are many other expressions, sometimes more poetic or more cliché… I’ll talk about them in a future article 😉
What gifts are given for Valentine’s Day in France in 2025?
There is no rule that requires giving a gift for Valentine’s Day. And yet, the numbers speak for themselves.
👉 In 2025, the average budget for a Valentine’s Day gift in France is estimated between €95 and €105, continuing the upward trend of recent years.
For comparison:
2023: around €51
2024: around €84
2025: around €100 (estimate)
The most common gifts remain, in order:
jewelry
lingerie
flowers
perfume
But more and more couples now prefer shared experiences: a romantic weekend, a wellness day, a nice restaurant, or simply a moment together — without the pressure to “do something big.”
A popular… but sometimes controversial celebration
In France, 99% of people are familiar with Valentine’s Day. In 2025, a little over half of the French population plans to celebrate it, with particularly strong enthusiasm among those under 35.
But the holiday also has its critics. For some, it remains above all a commercial celebration.
As a sociologist from ObSoCo points out in Le Figaro:
“8 out of 10 French people associate consumption with happiness.”
Valentine’s Day therefore raises a real debate.
👉 Is it the same in your country?
And how do we celebrate Valentine’s Day at home?
For us, Valentine’s Day is lived in a simple, gentle, pressure-free way. We don’t do anything extraordinary… and that’s exactly what we like.
Every year, we go out to dinner together. It has become our little ritual: a special moment, without phones, without urgency, just being together. We also exchange a gift, each in our own way.
Not necessarily something spectacular, but something meaningful, something that brings joy.
They’re not grand gestures, but they’re ours. In the end, Valentine’s Day for us reflects what we try to cultivate all year long: presence and simplicity.
And self-love in all of this?
Every year, the same questions come back:
Who will you spend Valentine’s Day with?
What will you do?
What will you give?
For some people, not being in a relationship at this time can be a source of pressure or discomfort: fear of judgment, comparison with others, a sense of failure…
That’s why I like to open the discussion with this essential question: what about self-love?
Author Christine Arylo, in her book Madly in Love with ME, even created International Self-Love Day, celebrated on February 13.
Self-love is built throughout a lifetime.And what if the same were true for the love we give to others?
Vocabulary around love (French / English)
L’amour : love
L’amour de soi : self-love
Je t’aime : I love you
Je vous aime : I love you (formel ou pluriel)
Un amoureux / une amoureuse : a lover
Tomber amoureux : to fall in love
Un couple : a couple
Être romantique : to be romantic
Un dîner aux chandelles : a candlelight dinner
Une escapade romantique : a romantic getaway
Offrir : to offer
Recevoir : to receive
FAQ – Valentine’s Day in Provence
Is Valentine’s Day very important in France?
It is widely known and celebrated, but everyone experiences it in their own way: some with enthusiasm, others with distance.
Do you absolutely have to give a gift?
No. More and more couples prioritize shared time over material gifts.
Is Valentine’s Day celebrated in Provence like elsewhere?
Yes, with the same cultural foundation, but often in a simpler, more friendly and warm spirit.
If you come to stay with me for a French immersion experience in Provence, I’ll help you discover the landscapes and scents, as well as the culture and gastronomy — while helping you improve your French naturally, through everyday life.
See you soon in Provence,
Virginie in Provence 🌿
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