The Business of Valentine’s Day

Cleveland, Ohio (January 2006) – According to trend spotters at American Greetings, Valentine’s Day has developed a “split personality.” While traditionally known as romantic holiday, Valentine’s Day has also evolved into an occasion for expressing appreciation to a broader circle of family and friends.

Experts at American Greetings compiled the following helpful bits of information on the heartfelt holiday that provide insight into the business of saying, “I love you.”

Cards galore - According to the Greeting Card Association, 25 percent of all cards sent each year are valentines, making Valentine’s Day the second most popular card-sending occasion in the United States.
By the numbers : More than 190 million valentines will be exchanged in 2006, and 45 percent of them will be hand-delivered. Whether expressing romance, friendship or appreciation, Valentine’s Day cards are consistently the most popular item purchased for the holiday. Nearly three-fourths of consumers buying at least one valentine card, according to a recent National Retail Federation survey. American Greetings offers more than 2,300 valentines this year.
Broader focus – American Greetings research shows more than 30 percent of all valentines are sent to family members. Cards for husbands, wives and sweethearts account for 45 percent of valentines, and the rest are sent to friends, co-workers and others.
Modern language trends – The newest valentines from American Greetings speak with a fresh new voice reflective of today’s lifestyles and language trends. Both “short and sweet” and longer, heartfelt copy are in vogue, but messages are more conversational and reflective of everyday “real life” than ever before.
Kid favorites - Kids are likely to receive a Valentine’s Day card this year featuring a favorite friend, such as Strawberry Shortcake, Care Bears and popular Nickelodeon and Sesame Street characters.
Love or guilt? - According to a recent American Greetings survey of 1,600 shoppers, nearly three-fourths of men plan to spend more than $3 on a valentine card for their wives, but only 61 percent of women plan to spend more than $3 for a card to their husbands. Overall, more than half of shoppers will spend more than $3 for a card.
Sweet stuff - Candy is second to cards in popularity for Valentine’s Day, with nearly 54 percent of consumers planning to buy sweets as a gift. Chocolate is the favorite, with men preferring to give or receive dark chocolate, while women favor milk chocolate, according to the Chocolate Manufacturers Association.
Young spenders – Valentine’s Day spending will top $100 per person this year. Young adults ages 18 to 24 will spend a whopping $155, the highest amount on average, with 35 to 44 year-olds next in line at $114. Most of the spending will be for spouses and significant others at an average of more than $60 per person.
Paper cards vs. e-cards: Both paper Valentine’s Day cards and e-cards are popular. Paper Valentine’ s Day cards are still going strong, and in fact, are still the #1 gift item people will purchase this Valentine’s Day. They are valued for the tangible, personal and lasting connection they make. E-cards and animated electronic greetings, like those found on www.americangreetings.com, are valued for their entertainment value and are used to make a quick “thinking of you” connection. Many consumers send both, basing their choices on the specific situation and recipient.
Female early birds - Women, who buy more than 90 percent of all Valentine’s Day cards, tend to shop early, buying selections for family members, friends, teachers and others as early as two weeks before the holiday.
Male procrastinators - Most romantic Valentine’s Day cards are purchased the week before the holiday, and men are more likely than women to wait until the last minute to purchase Valentine’s Day cards and gifts.
Real men buy cards - Valentine’s Day is still more important to women than to men, but men now purchase about 17 percent of all Valentine’s Day cards. According to American Greetings research, this percentage has been increasing slowly over the past eight years, possibly reflecting changes in social attitudes about men expressing their feelings.
Convenience-driven products: To coincide with the rise in gift card giving, American Greetings offers a line of valentines that doubles as a gift card holder. The company also specially designed greeting card tags for gifts of wine or champagne and floral bouquets. (see sample image above)

About American Greetings Corporation
American Greetings Corporation (NYSE: AM) is one of the world's largest manufacturers of social expression products. Along with greeting cards, its product lines include gift wrap, party goods, candles, stationery, calendars, educational products, ornaments and electronic greetings. American Greetings is also the creator and owner of many celebrated character properties, including Strawberry Shortcake and Care Bears. Located in Cleveland, Ohio, American Greetings generates annual net sales of approximately $2 billion. For more information on the Corporation, visit http://corporate.americangreetings.com.