However, while some rejoice in the day's celebrations, others like Pakistan's main religious party, Jamaat-i-Islami (JI), staged a huge protest against Valentine's Day on Tuesday in Peshawar, denouncing it as un-Islamic and calling for a "day of modesty" instead.

Just stopping short of banning coverage of the day, the Pakistan Electronic Media Regulator Authority (PEMRA) circulated a letter saying it received complaints that celebrating the day was not in accordance with "our religious and cultural ethos".

But some youngsters dismiss Valentine's Day as being un-Islamic saying that it is about love, which is also relevant to Muslims.

In keeping with the day's sentiments, red roses and heart-shaped balloons could be seen everywhere in Islamabad on Thursday with roadside flower stalls linining many of the capital's streets. 

Copyright Business Recorder, 2013