BANKRATE -- Feb 10 -- American men and women will spend an average $135 each on gifts for Valentine's Day this year -- dinners and romantic outings excluded. In the Christianization of cultures, ancient celebrations were often replaced by Christian holidays. Some claim that this is the case with Valentine's Day, which falls around the time of the pagan Lupercalia festival. Lupercalia, like many great ancient rituals, included a good old-fashioned goat slaughter. The goat meat was cut into strips, dunked in sacrificial blood and then used to lightly slap women and crops, a ritual that was supposed to make them more fertile. According to legend, single women would then place their names in an urn. Bachelors of the city would draw a name out of the urn and the couple would be paired for the year.