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I don't think it necessarily signifies anything, other than more business opportunities.
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Yes it does. Valentine's day is to celebrate a Christian Saint (and patron saint of lovers) - St Valentine. In other words, to mullahs it could be seen as a 'kaffir' ritual celebrating the deeds of an infidel. Anyhow, it's only in the last 100 years or so that the day has lost its meaning by being totally overtaken by marketing nazis.