It's time for heart-shaped gifts and kisses…but Russians are divided on whether to take St. Valentine’s Day seriously. For many it is more of a peculiar foreign import than of a holiday for love.

Russian starlet Electra met her Romeo at an audition for her music video. Anton turned out to be not just a perfect boy for the role, but also a perfect boyfriend. Now he pampers his lady with handmade gifts on a regular basis and went all out for their first St. Valentine's Day. It took him two weeks to write a letter in the style of a 17th century manuscript.

“I boiled and then soaked the paper in black tea. I crumpled it. Then I ironed and steamed it until wrinkles appeared on the surface. Finally I wrote the script with a fountain pen,” explains Electra’s boyfriend Anton Maerov.

Anton's patience stole Electra's heart. She says Valentine’s Day has always been celebrated in her family.

“Even when I didn't have Anton in my life, I was happy for my family – that my mom and dad are together and are in love. I've always thought of this holiday as the day of love not only between two, but also between all people on Earth,” Electra says.

A day for love, or for orgies?

Not everyone shares the excitement of the day.

Artist Mikhalna sings for a different audience. Her songs are about the heavy burden of Russian women, and men who drink a lot. Mikhalna says she’s still single because she is realistic. Valentine’s Day is not meant for her.

“The crowd instinct – this is what I don't like about this day because love is an intimate feeling. It is something between two people. And when the whole country merges in one big ecstasy, to me this looks more like an orgy,” Mikhalna says.

Probably those who benefit most from what Mikhalna calls ‘an orgy’ are retailer, as young customers in Russia spend an average of $US 50 to 100 on presents on the day.