The Heart of Valentine Cards: 2009

Greeting cards, candy, flowers, perhaps a special meal – what’s not to like about
Valentine’s Day?

Nearly two-thirds of all Americans celebrate Valentine’s Day, and each year greeting
cards hold the number one ranking as the most popular Valentine’s Day gift -- ahead of
candy, flowers, an evening out, clothing or jewelry.

For 2009, U.S. consumers are expected to purchase an estimated 190 million
Valentine’s Day cards, making it the second most popular card-sending holiday after
Christmas. When children’s classroom-exchange valentines are added, an estimated 1
billion valentines will be exchanged on Saturday, February 14.
Other interesting facts about Valentine’s Day and Valentine’s Day cards:

· Love may be universal, but Valentine’s Day is widely celebrated only in the United
States, Canada, Mexico, the United Kingdom, France, Denmark, Italy and Australia.
· Nearly half of all individual valentines are sent to family members other than a
husband or wife, primarily children. Approximately one-third of Valentine’s Day cards
are purchased for a spouse or sweetheart.

· Women purchase more than 80 percent of Valentine’s Day cards, typically buying early
for family members and friends as well as their significant other.

· Unlike women, men generally purchase only one Valentine’s Day card, and tend to
shop for valentines at the last minute. Nevertheless, Valentine’s Day is the number
one holiday for greeting card purchases by American men.

· Approximately one-fourth of individual valentine cards are humorous. More adults
aged 35 and under send humorous cards than any other age bracket.

· Valentine’s Day is the leading e-card sending occasion.

· Although most individual Valentine’s Day cards express romantic feelings, today’s
cards tend to feature sentiments that are conversational in tone and straight to the
point, rather than long or flowery poetic verse.

· Hearts, roses, lace, and Cupid continue to be the most popular icons on Valentine’s
Day cards. Red is the most popular color choice for valentines, followed by pink and
white.

· The best career choice for receiving a Valentine’s Day card is elementary-school
teacher, due to the widespread tradition of classroom valentine exchanges in the U.S.