Survey reveals unromantic side of Valentine’s Day
Friends and family members included in celebrations among growing groups

Cleveland, Ohio (Feb. 2, 2006)-- To get to the heart of how people plan to celebrate Valentine’s Day this year, American Greetings surveyed nearly 3,000 consumers. The results indicate that Americans are planning to “feel the love” in many ways – and with many people -- this holiday. Here are a few of the key findings:

• It’s A Family Affair - Valentine’s Day isn’t just for lovers. The survey revealed that the holiday has evolved into a day to also express affection and appreciation to family and friends. Spouses and significant others still receive the highest percentage of valentines, but family and friends are a close second.

• It’s a Girl Thing - About half of all women, who traditionally take the lead on buying most of the cards for their households, said they would also send valentines to their female friends and children. The survey showed parents and grandchildren will also receive a significant number of valentines.

• Paper Cards or E-cards - Most consumers (nearly 70 percent of all women and 60 percent of men) said they plan to send both paper cards and electronic greetings this Valentine’s Day. The overwhelming majority of both women (95 percent) and men (93 percent) will send valentines this year.

• Men, the “Sensitive” Sex - Most men responding to the survey revealed they have a sensitive side. More than 60 percent of all the guys said it’s personally important for them to receive a valentine.

• Celebrities with Sex Appeal - Men named Angelina Jolie as the celebrity they would most like to send a valentine to (23 percent) and receive a valentine from (25 percent). Jennifer Aniston came in a close second, with 21 percent of the guys wanting to send her a valentine and 19 percent wanting to receive a valentine from her.

• Oprah Popular with Both Men and Women - More women said they’d like to give and receive valentines from Oprah than from Brad Pitt, underscoring the notion that Valentine’s Day is a great time for woman-to-woman connections. While most people think of Oprah’s audience as primarily female, the survey shows her appeal crosses gender lines. Oprah tied for third with Nicole Kidman and Terri Hatcher as the celebrity men would most like to send a valentine to.

• Top Ways People Plan to Celebrate - With Valentine’s Day falling on a Tuesday this year, many will celebrate the weekend before the holiday. The top Valentine’s Day plans in order are:
  1. Giving Valentine’s Day cards to loved ones
  2. Dinner
  3. Spending time with family/friends/spouse
  4. Giving gifts/candy/flowers

Overall, the survey revealed that giving and receiving valentines is a tradition that is important to everyone. What started in childhood as a way to express friendship and even the occasional crush has evolved into a timeless celebration of love and appreciation for all relationships.

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.