Then & Now: Valentine’s Day cards

Exchanging valentine cards on Valentine’s Day is a custom that began in the 16th century and continues today.

Esther Howland, whose father owned a stationery store in Massachusetts, is known as the “Mother of the American Valentine.” In 1849, she designed a line of Valentine’s Day cards that were assembled in her home by women she hired, and their work grew in popularity.

In 1913, the company that would become Hallmark Cards began mass-producing valentines, and eventually, it became a tradition to exchange Valentine’s Day cards in the classroom.

We’ve gathered images of valentines throughout the years from Siouxland Heritage Museums, our own closets and what’s being handed out today to share with you on this day of love.

Here’s a leather postcard from the museum’s collection. On the bottom left is handwritten “Did you ever? Altan.” It was addressed to “Miss Eudorah Hayward” and has a postmark from Newton, Iowa, in 1907.

This paper valentine in the museum’s collection was received by Lois Zebill as a child in school. It was printed in Germany and is one of the mechanical cards popular at the time. When the arms and legs are moved, the eyes also move.

This postcard in the collection reads “Though St. Valentine bring me hearts galore, ‘Tis but yours my Dear, that I’m waiting for.”

This postcard is addressed to Miss Clara Meves of Humboldt.

Here’s a set of valentines from the museum’s collection that were printed in Germany. All have paper stands on the back.

This was is “To: Rosie, From: George.”

This one is “To: Raymond, From: Clifford.”

And this one is “To: Raymond, From: Richard.”

xx

Sending valentine handkerchiefs was popular in the 1940s and 1950s. Here’s one from the museum’s collection.

These cards are from the 1940s.

Here are several classroom-exchanged valentines from the early to mid-1970s.

This one features scratch-and-sniff french fries.

McDonald’s even got into the game with a collection of valentines. Grimace just returned to glory in a Super Bowl commercial.

Licensed characters were popular too. Here’s one with Pluto from Walt Disney Productions.

Snoopy, of course, was very popular at the time.

Ziggy was a star for American Greetings. The top card has a copyright of 1977.

Here’s a Hallmark card with a copyright of 1973 with the popular Precious Moments work of artist Betsey Clark. It was delivered in the mid-1980s.

This Hallmark card is from the late 1990s or early 2000s.

Here’s a set of Disney valentines from the late 1990s.

And today, Care Bears have made a comeback and are among the popular cards.

And, of course, your teacher always get one too.