Card-sales Spike Expected for Valentine’s Day

About 160 million greeting cards will be purchased for Valentine’s Day this year, according to the Greeting Card Association.

The GCA is optimistic that the number of greeting cards purchased for Valentine’s Day will be slightly greater than last year, since more cards tend to be exchanged when Valentine’s Day is celebrated during the week, as it will be this year with Feb. 14 falling on a Monday.

Valentine’s Day cards are available in a wide range of price points, from 99¢ for a simply printed, unembellished greeting card to $9.99 or more for one with special treatments such as embossing, die-cutting, foil-printing, hand-detailing or light and sound enhancements. The average Valentine’s Day card likely falls within the $2.75 to $2.95 price range.

Because of their affordable price points, Valentine’s Day cards are not as affected by the economy, and these cards are often given in addition to or even in lieu of a gift. Additionally, there are designs available to suit every taste, from traditional to contemporary. Still, hearts and flowers continue to be dominant motifs, and red and pink remain the most popular colors on Valentine's Day cards. Valentine's Day is the second most-popular card-sending occasion in the U.S., following Christmas.

The White Plains, N.Y.-based Greeting Card Association represents greeting card and stationery publishers, as well as suppliers to the industry.