And why do the stores start their seasons so early? Because stupid people will spend more money that way.
Valentine's day is pointless. Why the hell should I buy junk to my loved one in order to show I care about her, when I can do so by trying to be as good of a person as possible - daily. Valentine's day is supposed to be a day on which lovers express their love towards each other, shouldn't you do that on a daily basis?
Oh and I'm not scandinavian, but you ofcourse knew that already