In the 20th century, Valentine's Day became more commercialized

See a collection of Valentine's Day cards from the past century

Hallmark helped popularize (and commercialize) the holiday in the early 20th century, largely through its greeting cards. This digital collection includes cards from the 1910s through the 2000s, allowing you to see how the holiday—and our popular understanding of romance—has evolved. Below is a card from the 1930s.

Reforms reducing postage rates helped popularize Valentine's Day cards

In 1845, Congress voted to slash postage rates, paving the way for larger swaths of the American public to send and receive mail. This convenience was capitalized on by paper and stationery sellers who sought to profit from the holiday. Esther Howland's New England Valentine Company was the first major commercial producer of valentines in the US, but Hallmark followed a few decades later.

Esther Howland built a Valentine's Day card empire in 19th-century New England

In 1849, Howland launched her card business, the New England Valentine Company, in her home, staffing an assembly line with her friends, who'd piece together the intricate valentines. The cards were elaborately decorated, with silk, lace, and romantic verse. Howland's annual sales eventually grew to $100K and helped popularize the holiday in the US.

The average person celebrating Valentine's Day spends $189

That might include dinner, flowers, or something even more romantic. The most popular gift is candy, with 56% of people celebrating the holiday by purchasing sweets. That's about $2.5B in sales.

Conversation candy hearts were originally message-free medicinal lozenges

In 1847, a Boston pharmacist invented a machine that automated the production of his pharmacy's medicinal lozenges and then formed the New England Confectionery Company, which later became part of the company now known as NECCO. By the late 1800s, they were producing cookies with Valentine-themed messages and eventually brought the romantic messages to their smaller lozenges, which they later called Sweethearts.

The first commercial Christmas card was created in 1843

Overwhelmed by the task of writing many holiday letters, Sir Henry Cole commissioned artist JC Horsley to design a festive card he could send to friends and family in 1843—creating and popularizing the first mass-produced Christmas card.

Dalí partnered with Hallmark to design surreal Christmas cards

Dalí pursued commercial work throughout his career. In 1948, Hallmark released a set of Christmas cards designed by the artist. A decade later, he created images for additional holidays, including Valentine's Day, Easter, and Mother's Day.

The dark origins of Valentine's Day.

The holiday began as a feast to celebrate the decapitation of a third-century Christian martyr, or perhaps two. So how did it become all about love?

Mall Santas became a widespread tradition beginning in the 1900s

Santa Claus and commercialism are inextricable. In the early 1900s, department stores started putting “live” Santa Claus displays in their windows to help sell goods.

19th-century 'vinegar valentines' sometimes mocked recipients

In Victorian England, cards were sent to paramours and crushes, but they were also sometimes sent to people the sender disliked and would belittle them for their occupations or appearances. It was also expected that anyone who received a Valentine's Day card would send one in return, so there was a subgenre of responses, including rejections for unwanted suitors.

The first chocolate Advent calendar appeared in 1958

Chocolate Advent calendars began in 1958, when German companies first paired the traditional countdown with small pieces of chocolate behind each door. The idea spread slowly at first, but eventually became one of the most popular Advent calendar formats worldwide.

Singles' Day was created as a response to Valentine's Day

Inspired by people feeling left out by Valentine's Day, the Chinese holiday celebrates the unattached. It takes place Nov. 11, sometimes referred to as "Double 11," and has become a major shopping day, with over $202B spent on that day in 2024.

Advertisers emphasized Cupid's childlike qualities to appeal to a younger demographic

Cupid is the Roman god of desire, and was often depicted in ancient mythology as both childlike and violent. In the 1800s, however, American advertisers eager to appeal to a younger demographic leaned into the less threatening versioning, portraying him as a cherubic child.

The American middle class started imitating high-society weddings in an attempt to establish its status around the 1920s

Marshall Field's, a retailer based out of Chicago, published the first bridal registry in 1924. Brides magazine—which was geared to women creating elaborate wedding celebrations—debuted in 1934. This article dives into more of the wedding-industrial complex's history.

The history of Mother's Day in the US

Mother’s Day is a holiday honoring motherhood that is observed in different forms throughout the world. Learn about the origins of the official holiday in the US with this in-depth breakdown of the holiday, from the 19th-century women's movement to the commercialization of Mother's Day sales.

Read about the history of gift cards

The first retailer to sell gift cards was Neiman Marcus, but Blockbuster popularized them by selling them via in-store displays in 1994. Starbucks then started selling gift cards that could be reloaded in 2001.

Commercial air travel made international vacations more commonplace

Long-distance commercial flights became more common in the 1980s, allowing tourists to travel internationally more easily. For those who could afford it, travel by airplane allowed them to see everything the world had to offer, harkening back to the philosophy of the Grand Tour.

The bond market dates back to the 1100s in Venice

In the early 1800s, bonds were used to fund US railroads and canals in Great Britain. “Liberty Bonds” were sold during both World Wars in the 20th century. Learning about the early and modern history of bonds can offer a glimpse into how the modern bond market came to be.

Pop art explored the concepts of mass production and consumerism

Consumerism emerged from industrial capitalism, promoting the idea that consuming goods was linked to personal success and happiness. Artists, especially pop artists, approached this cultural phenomenon through various perspectives, some supportive of consumerism and others against. Figures like Andy Warhol embraced mass media imagery and mimicked its style, while many artists rejected the “commodification” of things by creating art that couldn’t be sold or focusing on experiences rather than objects.

Processed foods were marketed to busy wives in the 1950s

In the 1950s, they were marketed as time-saving conveniences for young families, especially those living in the rapidly expanding suburbs, who could easily find them in local supermarkets, making them a seemingly sensible alternative to fresh foods.

Watch the Super Bowl commercial that launched Discover

A Sears subsidiary, the financial services company Dean Witter, launched Discover Card through a Super Bowl commercial during Super Bowl XX.

A history of the radio jingle

As the radio became a fixture in American households, advertisers recognized the airwaves' commercial potential. Inspired by 19th-century commercially minded poems, the radio jingle was born in 1926 with the ditty "Have You Tried Wheaties?" This guide from the University of Maryland walks you through the evolution of the form, with recordings of its earliest earworms.

How 'Star Wars' turned toys into collectibles

George Lucas licensed the "Star Wars" franchise to Kenner Products, which created small figurines that became wildly popular. By the 1977 Christmas season, they were facing a shortage and sold mail-in rainchecks, effectively allowing customers to purchase figures that weren't yet produced. The strategy worked, portraying the toys as valuable collectibles whose price would appreciate.

Beads are social currency during Mardi Gras

Historians believe krewes started tossing small items, colloquially called "throws," to onlookers sometime in the 1870s or 1880s. Eventually, shiny beads became the norm and were usually given to those offering something in return. (At times, that meant free booze or the flashing of breasts.) The early strings of beads were glass, though by the 1960s most were plastic.

The business major became increasingly popular in the 1980s

Women were the primary driving force behind the increase. In 1966, slightly more than 2% of all women in college studied business—but by 1985, that percentage had increased to almost 22%.

Mid-century modern graphic designers, known for their bright colors and bold lines in advertising, also found success with children's books.

Sears sold DIY house kits starting at $600 in its famous catalog from 1908 through the 1940s, resulting in roughly 10,000 'Sears and Roebuck houses' being built.

Up to a million Girl Scouts sell about 200 million cookie boxes every spring, generating $800 million, largely because refusing a child is frowned upon

At the beginning of the 20th century, a group of young men ate standard American food—replete with food additives like borax and formaldehyde—as part of government research to better understand food safety.

The name 'Silicon Valley' arose from the founding of Shockley Semiconductor Laboratory in Fairchild Semiconductor in 1956-57, founded near Stanford University in Palo Alto

When a Paris department store hesitated to sell Estée Lauder's perfume, she 'accidentally' broke a bottle, causing the smell to spread throughout the store and shoppers to start asking to buy the scent.

The 19th-century painters of the Hudson River School were among the first American romantics, with portraits that displayed the natural beauty of the young country.

See the most iconic photos from four decades of LIFE magazine

Hear about the 250-year history of the United States Postal Service, complete with some of its strangest deliveries, important innovations, and the figures that made it an American institution.

20,000 letters to the advice columnist 'Dear Abby' provide insight into prevailing sex, religion, and LGBTQ fears, anxieties, and concerns from the 1950s onward.

While the first exchange-traded fund (a 'basket' of different assets that can be bought and sold on a stock exchange) in the US only launched in 1993, the global ETF market has grown to more than $10T in the short time since.

US consumers collectively owe more than $1T to credit card companies—almost as much as they owe in auto loans.

Jimmy Carter signed a 1978 bill that legalized home brewing, a move credited with kick-starting the craft beer industry.

The 1987 Nintendo video game 'Stadium Events' isn't known for being particularly fun, but its scarcity has made it a highly sought-after item that has sold for up to $35K at auction.

A Yale student wrote a profound essay about the consulting industry's influence on elite college students that was published in a book of her writing after she died in a post-graduation car accident.

After the Boston Tea Party, colonists switched to coffee, which became the main morning drink for revolutionaries.

'Silent' fireworks have gained more interest in recent years as a quieter celebratory option.

Fast-casual restaurant Chili's is experiencing a resurgence, with its parent company recently reporting a nearly 32% increase in sales, thanks to passionate Gen Z fans on TikTok.

Clever Hans was a 1900s horse that was believed to be able to solve math equations, tell time, and read and comprehend German, until a psychology student discovered how he got his answers.

The power and influence of the American presidency have expanded significantly over time—far beyond what the founders envisioned.

Warren Buffett's former professor Benjamin Graham is known as the 'father of value investing,' a strategy in which investors seek to buy stocks trading below their intrinsic worth.

The first horror movie is believed to be George Méliès' 1986 short 'The Haunted Castle,' which pioneered the use of special effects

Stanford built a Google Maps for the Roman Empire, revealing how much it cost to travel in the ancient world

Before humans, the Soviet Union and the United States sent animals—including apes, dogs, and cats—to space during the Space Race.

El Niño, Spanish for 'the boy,' was named after Jesus Christ because the phenomenon resembled the weather changes observed around Christmastime.