Marketing Valentine’s Day Cards

Did you have a Valentine this year?

Historians say the history of Valentine’s Day dates back to ancient Rome and the pagan festival of Lupercalia.

Today, there are countless Valentine’s Day variations, from Palentine’s and Galentine’s to Love Your Pet Day and Singles Awareness Day.

The holiday has evolved over the centuries, reflecting shifting perspectives and priorities of the societies that celebrated it.

By the Victorian era, it served as a kind of matchmaking exercise that helped young couples navigate the courting process that came before marriage.

It was entrepreneur Esther Howland (today dubbed the Mother of the American Valentine) who first popularized mass-produced Valentine’s Day cards in the United States, importing fancy fabrics and materials.

Cards for Everyone

After Hallmark was founded in 1911, the company took Valentine’s Day card- and gift-giving traditions to the next level.

Specifically, it saw opportunities to expand the occasion beyond romance to a broader form of respect and friendship.

Per UNLV history professor Elizabeth Nelson:

“Hallmark played a big role in marketing it to elementary students, shifting the focus to the competitive collecting of the most valentines rather than a single sincere one.”

The tradition found new fans by incorporating beloved characters in Valentine’s Day cards – in fact Walt Disney himself signed a licensing agreement with Hallmark to put Mickey and Minnie Mouse on cards.

Few celebrations are static. Most expand and shift their focus to reach broader audiences and create more ways for brands to join the conversation.