Cupid Approved, from the South Peel Weekly, Feb 12, 1960

Valentine’s Day, celebrated on February 14, has roots that stretch back to ancient times, combining elements of both Roman and Christian traditions. Saint Valentine’s Day is a day for celebrating love, the universal language that connects humanity. Love is at the core of everything we do, it gives meaning to our lives, motivates our actions and binds us together. It is an integral aspect of our humanity, from the creation of the Earth by God to the little things we do each day: the meals we prepare with love, the plants we nurture in our gardens and the care we show for our families. Most of our actions, whether big or small, are governed by love. Valentine’s Day, a time to honour this powerful force, was celebrated in special ways during the late 1960s in the South Peel, particularly in 1960’s.

In the late 1960s, Valentine’s Day was a widely recognized occasion in the South Peel, celebrated with a blend of traditional and emerging modern customs.

Home Advertising, The South Peel Weekly, Feb 7, 1968

Valentine's Day

During this time, people expressed their love through handwritten letters, eagerly waiting for the mailman to bring Valentine’s cards and messages. In this pre-email era, the anticipation of waiting for the mailman on Valentine’s Day was a cherished part of the celebration. It was a time to express love in personal, handwritten messages, often carefully chosen to convey deep feelings.

It was a time of heartfelt exchanges and local businesses also took advantage by offering products to enhance the celebration. Retailers also capitalized on the occasion by offering special sales or promotions for Valentine’s Day gifts, making it a significant event in the local shopping calendar. Special Valentine’s-themed advertisements filled local newspapers like the South Peel Weekly, where businesses would feature their products alongside the promise of romantic gifts for loved ones. Restaurants also promoted special Valentine’s menus for couples, offering the perfect backdrop for a romantic evening out.

Flowers, from The South Peel Weekly, Feb 12, 1969

Shops like Stavebank Florist in Port Credit sold and delivered flowers and plants, symbols of love and affection, making them a perfect gift for Valentine’s Day. Hooper’s Ltd. Pharmacy sold Valentine’s candies, sweet treats representing the sweetness of love, while Norman Earle sold dishwashers, a practical gift meant to spend less time in the kitchen and more time to enjoy with their loved ones, highlighting a growing trend of convenience in modern life.

Couples in the South Peel and historic Mississauga also marked this day with romantic gestures. The 1960s saw a rise in dining out for special occasions and Valentine’s Day was no exception. Restaurants in Mississauga and nearby towns would offer special menus. Romantic dinners were also held at St. Mary Catholic Church Hall, starting at 12:15 pm, where a free babysitting service was offered for little ones, allowing couples to enjoy their special time together. Whilst A&W promoted their "2 Mama Burgers" for drive-in enjoyment, offering a fun and casual way for couples to celebrate the day.

Valentine Special, from The South Peel Weekly, Feb 14, 1968

This day was also highlighted by The Parsons, Taylor & Nigh Realtors by promoting their homes during Valentine’s Day, symbolizing the idea of love and stability with a place to call home for couples. From Mississauga to other town in south peel, businesses sold Valentine’s Day cards, chocolates, flowers, and small tokens of affection, turning this day into both a personal celebration and a commercial event.

Valentine Luncheon, from The South Peel Weekly, Feb 7, 1968

Each event had a special treat, like a delicious soufflé for Valentine’s Day, raspberry ribbon dessert, and pineapple meringue bars all homemade with love. Special foods show that love is not only expressed through words or gifts but also through shared experiences, like enjoying a meal together.

The 1960s were a period marked by profound cultural and social transformation. The rise of youth culture and the counterculture movement meant that the way people celebrated Valentine’s Day, was evolving. In the South Peel Region, the traditional norms of romantic love were increasingly blending with newer, more open-minded views on relationships and affection. However, Valentine’s Day in this region was not solely about exchanging gifts; it was also a time to honour the universal language of love, a bond that transcended all boundaries and connected people on a deeper, shared level.

Wishing everyone a Happy Valentine’s Day! May your day be filled with love.

“Love recognizes no barriers. It jumps hurdles, leaps fences, penetrates walls to arrive at its destination full of hope." – Maya Angelou.