Sweetest Day Grows in Popularity and Celebrants

Contact: Megan Ferington or Frank Cirillo, 216.252.4938
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Cleveland, Ohio (October 2007) – Once thought of as a “Great Lakes” holiday, Sweetest Day is slowly spreading across the nation as more people are celebrating the occasion every year. In addition to its growth outside of the Midwest, many consumers are also taking the opportunity to recognize all of the special people in their lives on the holiday, and not just using it as a romantic occasion.

Though it did officially get its start in the Great Lakes region, and is still most popular in Ohio, Michigan and Illinois, many are taking the tradition of celebrating Sweetest Day with them as they move out of these areas. In fact, in 2006 Texas, California and Florida were among the top ten states in terms of overall sales for Sweetest Day. Trend experts estimate sales to show continued improvement again this Sweetest Day, celebrated on Saturday, Oct. 20.

In addition to its movement across the country, consumers have said that they want to recognize more relationships on the holiday. In response to this, American Greetings has increased its offering of Sweetest Day cards for family and friends. The company has also introduced new cards for those “just flirting,” in a “new relationship” and those specifically called out for a boyfriend or girlfriend.

Origins of the holiday

A Cleveland, Ohio candy company employee actually established Sweetest Day in 1922. Seeking to bring a little happiness to the lives of those less fortunate, Herbert Birch Kingston, and a handful of others, distributed candy and small gifts to orphans, shut-ins and others to show them that someone cared.

In time, the Sweetest Day idea of spreading cheer to the underprivileged was broadened to include everyone from family members and sweethearts to friends and co-workers.

The new collection of cards celebrating Sweetest Day can be found at participating drug chains, grocery stores and super centers nationwide, as well as in American Greetings and Carlton Cards retail stores. Visit www.americangreetings.com/retailers for store locations.