For many the mention of February immediately brings thoughts of Valentine’s Day, Valentine cards, whether to send them, and to whom.
A Hallmark History
For many Americans, Hallmark has become synonymous with Valentines. Founded by 18-year-old Joyce Clyde Hall in 1910, Hallmark Cards is the largest manufacturer of greeting cards in the U.S. They got into the Valentine act in 1913, and began producing their own designs in 1916.
Hallmark offers approximately 1,400 Valentine designs in their catalogue. Valentines are their second biggest seller, after Christmas cards. Before Valentine cards, there were Valentine love letters.
Saint Valentine
The Catholic Church has sainted at least three men named Valentine or Valentinus, two executed on February 14 of different years. I prefer the Saint Valentine who was a 3rd-century Roman priest executed for performing secret weddings in defiance of the emperor’s orders. (Claudius II believed that unmarried men made better soldiers because they had nothing to lose, so he outlawed marriage for young men.) Legend says this St. Valentine wrote a farewell note to his jailer’s daughter, signing it “Love, from your Valentine.”
Writing Valentines
Subsequently, the imprisoned Duke Charles of Orleans wrote the earliest existing Valentine love letter to his wife in 1415. Then followed, in 1477, love letters from Margery Brews to her future husband, John Paston, which contain the first known use of the term “Valentine” in written English.
People exchanged formal messages of affection in the 1500s. Sending handmade cards was popular throughout the 1700s and continued through the 1800s. Europeans exchanged love notes, often decorated with lace and ribbons.
In 1797 London, printed Valentine’s Day cards, to be hand-colored by the buyer, appeared. They featured hearts (the traditional seat of emotions), flowers, Cupids (the Roman god of love), and lace. Because popular science of the day held that the avian mating season began in mid-February, many cards also featured birds as a symbol of the day.
Mass-produced Valentine’s Day cards debuted in America in the 1840s, created by Esther Howland of Worcester, Massachusetts. In 1879, she joined Edward Taft to create the New England Valentine Company. In 1881 George C. Whitney bought their company and combined it with the Whitney Valentine Company. Around 1900, German manufacturers introduced “mechanical” Valentines that folded out to create three-dimensional scenes, which came to dominate the market.
Not Just for Lovers
Today, the holiday has expanded beyond romantic partners to expressions of affection among relatives and friends. Even schoolchildren exchange Valentines now.
The latter is a relatively new development. As best I could find, around the 1950s school children began exchanging Valentine’s Day cards in large numbers in the United States. It has since become a popular school tradition. When I was in elementary school, each student brought a cardboard shoe box, cut a slit in the top, decorated it, and hoped to find cards from classmates, the more the better.
My Funny Valentine
A current Hallmark ad reads, “Shop Valentine cards for all the people you love— spouses, boyfriends, girlfriends, and best friends. Find funny Valentines…”

And bid you now “Skidoo,”
Because I love another –
There is no chance for you!
Unlike Valentines for classmates, humorous Valentine’s Day cards are nothing new. “Vinegar Valentines” originated in the Victorian era (the last 65 years before 1900) as mocking or comic Valentines. These cards were often insulting and could be sent to anyone the sender disliked, including landlords, salespeople, employers, and adversaries. The tone ranged from gentle to aggressive. They typically insulted a recipient’s physical appearance, character traits, or lack of a romantic partner. They sometimes mocked specific professions. These “comic” Valentines often included grotesque drawings that caricatured common stereotypes. As with all things Valentine, they have evolved.
Valentines by the Numbers
To the annoyance of many, Valentine’s Day has become highly commercialized. According to an article in Business Insider, Hallmark is among nine companies that turned Valentine’s Day into a national economic engine. (Others include sellers of jewelry, flowers, and chocolate.) According to the National Retail Federation (NRF), Americans were expected to spend approximately $25.8 billion on Valentine’s Day in 2024. Though not all that money goes for cards, according to a 2023 National Retail Association survey, 40% of Americans planned to send cards.
Valentine’s Day is popular in at least 24 countries. Worldwide, the Greeting Card Association estimates that about one billion Valentine’s Day cards are sent each year. Guatemalans celebrate many varieties of love on Valentine’s Day, exchanging cards with friends and family. Many Germans exchange heart-shaped gingerbread cookies. The Japanese split the celebration into two days: women give Valentines to men on February 14th, and men return the favor on March 14th.
In the Philippines, February 14 is the most common wedding anniversary, and mass weddings of hundreds of couples are common on that day. Are cards for these celebrations two-fers, wedding and Valentine? Heads up, Hallmark!
Bottom Line: Giving Valentines may be a centuries-old tradition, but it’s still going strong!