It is traditionally one of the busiest days of the year for the hospitality industry.
But the owners of a café in Wells have taken the unusual decision to declare the venue a St Valentine free zone on February 14. Sarah Higham, manager of BANG! In Wells, said: 'There will be no roses, chocolates or sloppy love songs being shoved down people's throats. We talked about what we should do for Valentine's Day and the owner Johanna came up with the idea of having a Valentine's free zone.
'We just feel that Valentine's Day is not for everyone – whether it's people who are not in a relationship or people who have lost someone – it can be a sad time.
'This strikes a chord with me. My mum's birthday is on Valentine's Day and we wouldn't go out for it because the prices would be put up everywhere and it was all geared towards couples. Dad died in 2001. Mum lost the love of her life, so Valentine's Day is always a sad day for her.
'I also think, like New Year's Eve, it is the whole idea of forced enjoyment. I am very much in love and happily married, but we don't go for big displays of affection in public.
'I feel, if you are in love with someone, you should show them affection every day.'
BANG! In Wells, at the top of Staithe Street, opened in May last year.
On St Valentine's Day, the café will be open as normal, with its usual menu.
Joanna and Chris Tennant bought the business, which was previously called Cappuccino Bar. Mr Tennant is the son of the late, flamboyant Scottish aristocrat Lord Glenconner.
Lord Glenconner owned land in the West Indies.
He bought Mustique, a parched island in the Grenadines, for £45,000 and made it into a holiday destination for the rich and famous.
The Wells cafe was given its name from the fact that Lord Glenconner owned a restaurant in St Lucia called Bang Between the Pitons, located between two volcanic peaks, known as the Pitons.
One commentator wrote that Bang Between the Pitons was the only place in the world where you could find Princess Margaret and a member of Led Zeppelin eating bananas and Mars Bar sandwiches.
•What do you think of Valentine's Day? Email adam.lazzari@archant.co.uk
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