Contrary to the grumblings of all those heart-day humbugs out there, Valentine’s is not some capitalist conspiracy created by purveyors of greeting cards, flowers, and candy. In fact, as far back as Roman times, love matches were made during a mid- February fertility festival. And in the fifth century Pope Gelasius officially declared February 14 Saint Valentine’s Day.

Sure, it has become a tad commercialized since then, but you can still personalize your love notes. Try creating custom candy: Use a fine grater to sand the messages off Conversation Hearts, then write your own thoughts with a food-coloring marker (such as Ateco, available at www.amazon.com, $21.50). Or make virtual hearts with your message at www.acme.com/heartmaker and e-mail them to your main squeeze. While you’re at it, instead of whispering sweet nothings, impress your sweetheart with these Valentine’s Day facts.

No one knows the real story behind Saint Valentine (at least three different saints named Valentine are recognized by the Roman Catholic church), but one legend claims that he secretly married young couples against the orders of an emperor who had banned marriage because he believed single men made better soldiers.

Today’s tradition of trading love notes on February 14 became popular in England in the 17th century.

The first box of chocolates was introduced by Richard Cadbury in 1868.

The oldest known valentine card dates back to the 1400s. Charles, duke of Orleans, sent it to his wife while he was imprisoned in the Tower of London.

So-called vinegar valentines, which carried insults like “Ugly, Fat, and Forty,” were popular in the 19th century. They were sent anonymously on the 14th.

“Be Mine,” one of the original messages on Necco’s Sweethearts candies when they debuted, still appears every year. Recent additions? “IM Me” and “Go Girl.”