What started it was those silly Christmas Eve boxes. When I was younger we got Christmas Eve pj’s and that was it, but now people do full on boxes full of presents, more presents Christmas . Then it expanded over to Easter, people get Easter boxes which are full of presents, then all their eggs. This year I seen someone do a Valentine’s Day box for their children!!! And gave them loads of presents! Their just milking it. I’ve never gifted my child anything for Valentine’s Day