The Business of Valentine’s Day

Cleveland, Ohio (January 2007) – Consumers often have varying views of Valentine’s Day depending on their relationship status and experience. Some await February 14th in eager anticipation, while others loathe the day and all that it represents. Luckily for both sides, the trend spotters at American Greetings have found that Valentine’s Day traditions truly span the spectrum now that the holiday has taken on multiple meanings in recent years. Though the romantic side still remains strong, Valentine’s Day is also a celebration of all kinds of love, including fun flirtations, friendship and family ties, and it’s even a time to celebrate the single life.

Here are some helpful pieces of information compiled by the experts at American Greetings that provide insight into the many sides of Valentine’s Day:

Cards galore – According to the Greeting Card Association, 25 percent of all seasonal cards sent each year are valentines, making Valentine’s Day the second most popular card-sending occasion in the Unites States. Approximately 190 million Valentine’s Day cards are exchanged annually, not including classroom valentines sent between children at school. American Greetings offers more than 2,500 designs to celebrate a romance, commemorate a friendship or show gratitude to important people in your life.
A tangible reminder of emotions – More than 60 percent of consumers plan to purchase at least one valentine this year, according to the National Retail Federation. In fact, the Greeting Card Association reports that nine out of 10 Americans say they look forward to receiving valentines because of the personal and tangible connection they make. New valentines from American Greetings feature special design touches, like rivets, fabric and delicate patterns, to enhance the keepsake quality of the cards.
Bling, bling – The busy season for jewelers starts around Christmas and continues through February 14 as love is definitely in the air for many couples during this special time of the year. According to the Diamond Information Center, more than 2.3 million couples become engaged each year, and 10 percent of the engagements happen on Valentine’s Day.
Keeping it real – Through talking with consumers about their valentine preferences, American Greetings found that many people like cards that have conversational messages and real-life references. Some of the newest Valentine’s Day cards feature copy that mimics the tone and language of everyday interactions between couples. One such card uses offbeat casual wording and retro-inspired design elements to express flirtatious attraction. It reads, “ I dig you” on the front. “You dig?” is the simple inside message.
Stop and smell the roses – In addition to greeting cards and chocolate, Valentine’s Day is also the number one holiday for fresh flower purchases, according to the Society of American Florists. Red roses, appropriate for signifying love, are the most popular flowers sent on February 14.
Love is a funny thing – Valentine’s Day has a funny side too, so humorous cards are especially popular for many consumers. According to the Greeting Card Association, about one-fourth of all Valentine’s Day cards exchanged are humorous, and adults 35 and under send more humorous cards than any other age group. The tradition of giving two cards, one heartfelt and one funny, is increasingly popular as people often want to express both sides of their personality and relationship.
Celebrate within a larger network – According to the Greeting Card Association, family members other than husbands and wives receive more than half of all valentines sent, and children are the most popular family recipients. One humorous example of a card perfect for a son with a sense of humor shows a drawing of a curious young boy holding a heart shaped box of chocolates. The card reads, “Happy Valentine’s Day to a son who’s loved for his wit, charm and intelligence.” The inside greeting adds, “Oh, and weirdness – don’t forget weirdness.”
Love, sweet love – Some celebrators may get a toothache from the second most popular Valentine’s Day gift: candy. It should come as little surprise that the most popular candy sent on the holiday is chocolate, as more than 36 million heart-shaped boxes of chocolate are sold each year.
Valentines for children – The tradition of sending and receiving classroom valentines is often a child’s first experience with greeting cards, but even though they might be novices, kids often have distinct ideas of what they want to send to their friends. Licensed valentines with kids’ favorite characters from TV, books and movies are always in high demand, as are activity cards with paper dolls, stickers and games.
Non-traditional symbols of love – A stroll through the American Greetings card aisle proves it’s more than just hearts and Cupids this year. Artists have incorporated symbols and images not typically associated with romance, like armadillos, rhinos, lampshades and toothbrushes, to communicate emotions at every relationship stage. For example, one card designed for a couple that’s newly dating simply shows two tangled paper clips on the front. The simple inside message reads, “Glad we hooked up. Happy Valentine’s Day.”
Men vs. women – Men are more likely to make last minute purchases for Valentine’s Day while women tend to shop early, as much as two weeks before the holiday. Women buy more than 85 percent of all valentines purchased as they usually send cards to multiple people, including friends, co-workers and family members. Men, on the other hand, only account for 15 percent of all Valentine’s Day card purchases, but their card purchases are on the rise, a possible reflection of the increasing social acceptance of men expressing their feelings.
Will that be paper or electronic? – While paper Valentine’s Day cards are still the number one gift overall for the holiday, more people send e-cards on Valentine’s Day than any other holiday all year. Many consumers enjoy the instantaneous connection of e-cards, and an estimated 10 million e-valentines will be sent this year, with as many as 500,000 sent per hour during peak times via the American Greetings family of web sites. Many consumers like to send a funny e-card to a wide circle of friends and family and then follow up with a more sincere paper card for their closest loved ones.

American Greetings Valentine’s Day cards and other products are available at participating drug chains, grocery stores and super centers nationwide, as well as in American Greetings and Carlton Cards retail stores.

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 $1.8 billion. For more information on the Corporation, visit http://corporate.americangreetings.com.