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Will stock rise on Valentine’s Day?

Terence Tai-Leung Chong (Department of Economics, The Chinese University of Hong Kong, Hong Kong, China)
Siqi Hou (Department of Economics, The Chinese University of Hong Kong, Hong Kong, China)

Review of Behavioral Finance

ISSN: 1940-5979

Article publication date: 27 May 2021




This study is a pioneer in the academic literature to investigate the relationship between Valentine’s Day and stock market returns of major economies around the world.


Specific control variables for Valentine's Day are introduced to eliminate the potential influence of other effects.


The findings indicate that stock returns are higher on the days when Valentine's Day is approaching than on other days for most cases, showing “the Valentine Effect” in the stock market.


Unlike other holiday effects in the previous literature, the Valentine's Day effect cannot be explained by many conventional theories, such as tax-loss selling and the inventory adjustment hypothesis.



Tai-Leung Chong, T. and Hou, S. (2021), "Will stock rise on Valentine’s Day?", Review of Behavioral Finance, Vol. ahead-of-print No. ahead-of-print.



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