How to...

The tradition of sending of a Valentine card to a loved one has been a popular since the 15th century. The first pre-printed Valentine cards appeared in the UK in the 1700s, when the new national postal service provided an affordable method by which to send a card. The custom travelled to America in the 1800s, and Hallmark cards would appear on the scene in 1910 and the rest, as they say, is history. Today this annual celebration of love and romance has become big business and February 14th is a key date in the marketing calendar of many brands. Initially a western tradition, the concept of Valentine’s day has spread into Asia and the Middle East, and an estimated total of 1 billion Valentine cards are sent each year. The greetings card industry is the obvious main benefactor, but there are other, sometimes unlikely companies that have been known to turn the romantic mood to their advantage. Love is a universal concept, with most of us looking for it, enjoying it or recovering from the loss of it. This means that it can be adapted, with a little ingenuity, by most brands for most consumers. Sex may well sell, but for one day each year, brands and consumers can both get a little bit soppy. Large padded cards with teddy bears are optional. (Image courtesy of nattu on Flickr)