Will You Be My Valentine? The Tradition of Valentine’s Cards

Nobody’s quite sure which St Valentine is the one who has inspired the tradition of celebrating love on 14th February. There are two candidates: they were both martyred in Rome about three centuries apart and they both have the same feast day. At some point between the collapse of the Roman Empire and now, that day became the day to celebrate the love between lovers. The tradition of sending Valentine’s cards is more recent and tells its own fascinating story.

The Eighteenth Century

Handmade Valentine’s cards survive from this period and they bear a remarkable similarity to their mass-produced successors. Decorated with symbols of love such as the heart and the rose, they contain short poems beseeching the recipient to be the sender’s Valentine. By the Eighteenth Century, printing was a growing industry and although it didn’t occur to anyone to make pre-printed cards, pamphlets were produced that contained instructions for making your own.

The Nineteenth Century

The creation of a national post service and the introduction of stamps led to an explosion in the number of cards sent. The Victorians loved sending cards: the postcard, the Christmas card and the first mass produced Valentine’s cards appeared in this era. As an antidote to all these saccharine declarations of affection, the Victorians also invented the “Vinegar Valentine”. As the name suggests, these were meant to leave a sour taste in the mouths of the recipients. These cards were disguised as Valentine’s cards but opened to reveal vulgar poems mocking appearance. (So it turns out, trolling predates the internet by 150 years.)

The Twentieth Century

The commercialisation of Valentine’s Day really kicked in when the tradition spread across the Atlantic. The American card manufacturer Hallmark saw an opportunity to expand sales in the slow period between Christmas and Easter and ramped up their production of Valentine’s cards. At the same time, the flower, chocolate and jewellery markets got in on the game and Valentine’s Day changed from being about simple written declarations of love to the commercial event that it is today.  

The Future

Neither the e-card or the Facebook update pose any serious threat to the Valentine’s card market. When it comes to romance, people still appreciate the handwritten note that kicked off the trend for Valentine’s cards three centuries ago.

At Colour Print, we can take care of all your quality lithographic and digital printing needs. Contact us on 01603 488001. 

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