Jack Valentine
19 January 2026
JACK VALENTINE
Jack Valentine
by Mel March
Here in Norwich and Norfolk, we have our own take on this romantic celebration- we give Valentine’s an extra day and the tradition of gift giving for EVERYONE.
Valentine’s Eve and Jack Valentine are about love spanning the generations, a bit of naughtiness and celebrating a day ahead of everyone else! As a couple if you’re planning a Valentine’s stay, then Norwich is the city to adopt our unique take on Valentine’s- celebrate on Valentine’s Eve, February 13th! (Can you get more romantic?)
Valentine’s Breaks | Spend Valentine’s in Norwich
JACK VALENTINE
Victorian era
In Victorian times, a mythical character born from the unique tradition of Norfolk’s own Valentine’s Eve became a household legend. Like some of Britain’s best folklore, the origins of this unusual character, Jack Valentine, are completely unknown, yet to this day we celebrate the antics of Norfolk’s playful, cheeky chappie- who is sometimes a little bit naughty.
It’s a mystery, and Jack Valentine is as mysterious as they come. No-one knows what he looks like or where he comes from. He’s a man who lives in perpetuity in people’s minds to imagine and re-imagine him exactly as they wish. A character who resides in fictional family tradition celebrated every year on Valentine’s Eve. Yes, 13th February. In Norwich we like to ‘do different’.
You hear a knock at twilight, it’s Valentine’s Eve. Shouting excitedly, children trip over themselves to be the first to the door, hoping to catch a glimpse of the elusive Jack Valentine. In the blink of an eye, he’s quick, and again- he’s gone.
Distracted by doorstep gifts, no time for disappointment, they grab greedily, except the gifts dance away each time they get close. He’s at it again, mischievous, naughty- Jack teasing and taunting. Then they work it out, they pounce on the string, and the gifts remain in their little hands- rewarded finally for their efforts. What will they unwrap? Is it a treat or a curse? Pieces of coal, tasty homemade biscuits or packets of sweets- surely the best gift of all?
The twist in this story is Jack Valentine doesn’t just deliver romantic gifts to star crossed lovers, he delivers gifts for all the family, so every generation from great grandpa to giggling infant can join in the fun.
Possibly the reason this tradition is still followed today.
Want to Follow the Story…
In Victorian times, elaborate Valentine’s cards were sent to loved ones on 13th February Credit: Norfolk Museums Service
Next time you’re visiting Norwich, pay a visit to the Museum of Norwich on Bridewell Alley (adults from £8.20, children from £6.90, Tuesday – Saturday). Inside, you’ll discover their lovely collection of Victorian Valentine’s cards and more cheeky tales of Jack Valentine’s antics.
In Victorian times Valentine’s Eve was bigger than Christmas. Shop windows packed with glittering gifts, newspapers filled with advertisements- extra staff taken on to keep up with demand.
Times are different today but there are still lots of fabulous shops in Norwich- many independents, selling Valentine’s Eve gifts for every age. From locally made sweets and small baked treats to Norfolk cheese, wine, beer, hand-crafted jewellery and so much more. Head over to Jarrolds, Atwin, Dipples, Sonkai, the Royal Arcade, Sir Toby’s Beers and Norwich Market for some great inspiration, you may even be lucky and find a Victorian original in places such as Loose’s Emporium or Tombland Bookshop in the Cathedral Quarter.
