The Christian world celebrates Saint Valentine's day on February 14th. Roman soldiers, who were not allowed to marry, would approach Valentine to officiate at their nuptials - hence the association of St. Valentine's day with lovers. In Jewish tradition, the festival of love is celebrated on the 16th of Av, which falls in the summer in the northern hemisphere.
In both Christian and Jewish circles it is customary to express one's love by means of flowers. The Israeli flower growers' union estimates that it will export some 60 million blooms to Europe in advance of Valentine's day. In Holland, Germany, Switzerland and Italy, the demand is mainly for red flowers, while in Britain, the pure white rose is the most sought after. No matter the season, flowers are always appropriate, for love is perennial.