Valentine's Day might be a modern celebration, but the tradition of exchanging heartfelt messages has roots dating back to the Middle Ages. A significant part of this history is entwined with the Victorian era, during which Valentine's Day cards became popular and the holiday's modern sentiment was established.
Victorian era, spanning the reign of Queen Victoria from 1837 to 1901, was a time of significant cultural and social change. It was an era of romance, elegance, and traditions, which greatly influenced Valentine's Day and its cards.
Early Origins of Valentine Cards
Before the Victorian era, Valentine's Day was primarily celebrated among the elite. However, with the Industrial Revolution, mass-produced goods became common, opening doors for affordable Valentine cards for the working class.
The shift from handmade to industrial production led to an explosion in the design and variety of Valentine cards. This period saw the beginning of what we now consider classic Valentine's Day symbols like hearts, Cupid, and flowers.
Handmade to Mass-Produced Cards
Initially, Valentine cards were handmade. They often included intricate lacework, silk flowers, and sometimes even perfume vials hidden inside. However, with the advent of technology, it became cheaper to print cards.
One of the first companies to produce Valentine cards on a large scale was the Raphaels in Germany. They started printing cards in the 1820s, transforming Valentine greetings from artisanal gifts to affordable products.
Legalization of Valentine Cards
In 1840, the Penny Post system was introduced in the UK, making it cheaper to send cards. This led to an influx of Valentine card sellers, particularly in London. Eventually, in the 1860s, the government legalized Valentine cards after years of heated debates.
Since then, Valentine cards have become a staple of the day, with approximately 144 million cards exchanged every year in the U.S. alone, making it the second-largest card-giving occasion after Christmas.
Victorian Influences on Valentine Card Designs
The Victorians brought a unique aesthetic to Valentine cards, drawing from their penchant for romantic literature and symbolism. They favored cards with elaborate designs, clever slogans, and sometimes, even hidden meanings.
Victorian Valentine cards often featured intricately folded paper, pop-up elements, and three-dimensional designs. They were embellished with lace, silk, and ribbons, reflecting the Victorian taste for lavish decoration.
Popular Designs of Victorian Valentine Cards
One of the most popular Victorian Valentine card designs was the bilateral card. These had a message on the inside that could be read when the card was opened, and a different message on the outer envelope when it was closed.
Another popular design was the 'Pearly' or 'Lace' card. These cards featured beautiful lace designs, often handmade, and were sometimes embellished with pearls or other gems, reflecting the Victorian queen's love for lace and her famous ' consecration to remain a virgin'.
Customs and Rituals Associated with Cards
The Victorians also associated unique customs with Valentine cards. For instance, pulling a 'valentine', where the card was exchanged secretly. The recipient would then wear the card pinned to their sleeve for the rest of the day.
Another custom was 'Valentine's Wheel'. It was a game where the name of the recipient was written on a теорие, and the Valentine's card was attached. When the card was pulled, the string unwound, revealing the recipient's name.
Today, Valentine's Day and its cards are more commercial than ever, with billions being spent annually. Yet, the tradition of expressing love through cards, a legacy of the Victorians, remains a constant. So, this Valentine's Day, while you might be sending e-cards or buying prepackaged greetings, consider the rich history behind this tradition - a history that began with the Victorians and their unique Valentine cards.