Valentine’s Day Cards

A look at 100 years of valentines

Can you believe that nearly one billion Valentine’s Day cards are exchanged each year? That means that February 14th is the second-largest holiday for giving greeting cards (after Christmas). Hallmark alone creates more than 1,400 varieties! Sent to express love and friendship, Valentine’s Day messages gained popularity in the early 1900s and have changed quite a bit throughout the decades. Let’s take a look at 100 years of love and design.

1900s-1910s

Even though cards were first commercially printed in the late 1700s, valentines gained mass popularity during the early 20th century, and had a romantic Victorian look. Postcards that were hand-painted, printed, and embossed were most favored. Cupid, romantic couples, cute animals, and young children were common motifs during this era.

1920s-1930s

The eclectic Art Deco period resulted in valentines with delicate line drawings and elegant fonts. Hearts and flowers were prominently featured on cards of the era, which were typically die-cut, and reflected the swinging Jazz Age—think flappers, cute bobs, and dancing.

1940s-1950s

During the mid-century, Valentine’s Day cards looked painterly and featured handwritten messages that humorously played on words. Children were often the star of these all-American cards that captured an innocent era by featuring kids, dogs, baseball, and plenty of big red hearts.

1960s-1970s

Greeting card companies like Hallmark mass produced more styles than ever, which led to more diversity, including collage and psychedelic styles. Valentines reflected the changing times in America and were often color saturated with more cartoon-like illustrations. Fast food restaurants such as McDonald’s and Burger King began distributing valentines to kids as well.

1980s-1990s

Everyone from Mickey Mouse to monsters and superheroes made appearances on Valentine’s Day cards during this time. Licensing allowed card makers to use images and characters from pop culture and valentines became extremely popular not only as love notes, but for students to trade with one another in school. Computers meant that cards departed from a handmade look and took on a more graphic look.

2000s-2010s

Modern valentines tend to highlight bold type, bright color, interesting fonts, and embellishments such as glitter, felt, and appliques. Letterpress has become hugely popular and many cards are eco-friendly, using soy inks and recycled papers. Photos are being used more than ever before and sites such as Tiny Prints and Kodak Gallery allow people to customize their valentines in a flash.

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