Why sweets for the sweet?

I’ve been thinking a lot about why we give sweets for Valentine’s day. There’s a lot written about possible historical precedents and, of course, the commercialization of the holiday by Big Candy, but why do we keep doing it? We all know that taste and smell trigger strong emotional ties (don’t get me started about Proust and madeleines), but I think it’s simpler than that. I think giving a loved one something sweet is just giving them the opportunity to experience simple pleasure. It’s a way to express, without words, that you care about them so much you want to give them a moment of sweetness, of enjoyment, of happiness. From Allioop Baking Company, if you are celebrating with your partner, with your family, with friends or by yourself, we wish you sweetness and happiness this February.