Valentines in the Victorian Era

In our modern era of texted emojis and mass-produced greeting cards, it can be easy to forget that Valentine’s Day as a cultural practice is a relatively recent creation. While the roots of the holiday reach back to early Christian legend and even earlier folk traditions, the Valentine card we recognize today took shape most decisively in the nineteenth century, during the Victorian era.

Before the 1800s, Valentine notes were entirely handwritten. Lovers penned poems to one another, often showing off their best handwriting and literary skill. While this was undeniably romantic, it was not especially accessible. Sending letters was expensive unless they could be delivered by hand, which made long-distance courtship difficult and sometimes impossible.

The Uniform Penny Post and the Rise of the Valentine

In early nineteenth-century Britain, mailing a letter was prohibitively expensive for most people. The recipient typically paid upon delivery, with costs determined by distance and the number of pages enclosed. For many workers, this expense could exceed a full day’s wages. As a result, heartfelt correspondence was often reserved for special occasions, if it happened at all.

That changed on January 10, 1840, when Great Britain introduced the Uniform Penny Post. Letters could now be mailed anywhere in the country for a single penny. This reform transformed everyday communication. For the first time, sending a Valentine became affordable for the working and middle classes rather than limited to the wealthy.

The effects were visible almost at once. During the first Valentine’s season following the introduction of penny postage, approximately 400,000 Valentine cards were sent through the English postal system. The volume was so great that postal workers were reportedly given special allowances for refreshments to help them through the intense days leading up to February 14. By 1871, the General Post Office in London processed more than 1.2 million Valentine cards. Love, once limited by distance and expense, had found a reliable route.

Postal workers in a London post office circa 1808

Handmade Hearts and the Victorian Love of Craft

Long before commercial Valentine card factories existed, people created their own. Sometimes these were simple notes written on folded paper. Other times, they included poems or verses from songs. For those with the time and inclination, Valentines could become quite elaborate, incorporating lace paper, ribbon, scraps of colored paper, or pressed flowers.

As demand increased, production followed. Advances in printing technology made it possible to produce increasingly decorative designs. Embossing, chromolithography, and layered paper elements gave mass-produced cards the appearance of being handcrafted. Even so, many Victorians continued to personalize store bought Valentines with handwritten notes or added embellishments. The gesture mattered as much as the object itself.

Esther Howland and the American Valentine

Across the Atlantic, one woman played a defining role in shaping the American Valentine tradition. Esther Howland, often referred to as the mother of the American Valentine, was born in Worcester, Massachusetts in 1828.

After graduating from Mount Holyoke Female Seminary, Howland received an ornate Valentine from a family friend who had studied in England. She was struck not only by its beauty but by the opportunity it suggested. At the time, most American Valentines were simple and plain. Imported English cards were admired but costly.

Esther Howland, The Mother of the American Valentine.
Courtesy Collection of Worcester Historical Museum

Inspired by the layered paper lace and decorative imagery of the card she received, Howland persuaded her father, a local stationer and bookstore owner, to order supplies from New York and Europe so she could begin making her own. Using lace paper and other decorative materials sourced from England, she assembled her designs at home, paying close attention to texture, color, and detail.

Her first dozen sample cards were taken to New York and Boston by her brother. Expecting modest interest, Howland was astonished when orders totaling roughly $5,000 came back, a staggering sum for the time. Adjusted for inflation, this would equal nearly $200,000 today.

Howland soon set up a workspace in her family home, employing a small group of women to help assemble cards in what amounted to a Victorian era assembly line. She sourced fine papers, lace trim, silk, and embossed elements. Her Valentines were known for their soft color palettes and romantic imagery. She even marked each card with a small red “H” to distinguish her work. This enterprise grew into a successful business and helped establish Valentine’s Day as a widely celebrated occasion throughout the United States.

Depiction of Valentine Assembly at the Howland House

A Lasting Legacy

By the end of the Victorian era, Valentine's Day had become a fixture in both Britain and the United States. What started as private, handwritten notes between lovers had transformed into a widespread annual tradition, thanks to postal reform, advances in printing, and shifting social norms.

What stayed the same was the intent behind it. A Victorian Valentine, whether handmade or store-bought, was meant to be read, cherished, kept, and revisited.That's worth remembering now. Writing a few honest lines still means something. Picking a card that actually fits the person, or adding your own note inside, echoes what Victorians understood about thoughtfulness. And taking the time to make the exchange feel intentional rather than obligatory? That's what Valentine's Day has always been about at its core.

For thoughtful gifts that carry the romance of the Victorian era, shop our Valentine's collection.