Times are changing, though, and many in Saudi Arabia – where more than half the population is under the age of 35 – are embracing Valentine’s Day, whether they call it that or not. “People did not celebrate Valentine’s Day, but now many Saudis do,” said Khuloud, 36, a Saudi saleswoman who did not want to give her last name. “There is a huge demand on clothes during this time, and customers are often asking for the colour red and profits have also been huge.” The saleswomen said red lingerie was most in demand during the Valentine’s Day period. Shops also offered discounts on perfume and make-up, while gift stores put red hearts in their windows, also without mentioning Valentine’s. One shopper, Reem al-Qahtani, 22, said Saudi society was “gradually” starting to accept Valentine’s Day, even if it remained nameless for now.
