!Why is Valentine's Day celebrated on June 12th?! Contrary to what many people imagine, the origin of Valentine's Day has nothing to do with love. In fact, the date was put on the calendar because of a successful advertising campaign. In 1948, João Doria, owner of the Standart Propaganda agency, was hired by the Clipper department store to boost sales in June, a traditionally weak month for commerce. Inspired by Valentine's Day, celebrated in the United States and other countries, Doria developed an advertising campaign for June with slogans such as "It's not just with kisses that you can prove love!" and "Don't forget: love is paid for with love". The strategy impacted the sector at the time and a special date was established for couples to celebrate their love. On the other hand, the choice of June 12th is a result of the Catholic festivals of Saint Anthony, famous as the matchmaker saint, which take place on June 13th.