Valentine’s Day is just around the corner, and whether you love or hate it, there’s no doubt that it’s one of the most widely celebrated holidays in America. While the first known Valentine’s Day card was printed in 1849 in Worcester, Massachusetts, the first commercially printed Valentine was released in 1913. Because of this, and to limit the scope of the history a bit to keep this short and sweet, I’ll be focusing on how Americans may have celebrated Valentine’s Day for the past 100 years.*

A Valentine’s Day card from around the 1920s

1920s: The 1920s was the era of Prohibition, jazz, and new customs (especially for women!) Most Valentine’s Day dates were probably free of liquor, unless they were willing to head to a speakeasy, which sounds pretty romantic if you ask me. Perhaps a couple would have gone dancing, or ice skating if they lived in a colder climate. If they were more progressive, they could have headed out to enjoy a dinner with trendy dishes such as Oysters Rockefeller, which were all the rage at the time. Maybe they’d even head out to seeing a moving picture, such as The Kid (1921) starring Charlie Chaplin. And just like us, they likely would have exchanged cards and gifts (you’ll notice this is a running theme through the decades1)

1930s: The 1930s was the first time that men and women were going out for meals in each other’s company as a date (i.e. just the two of them—how scandalous!) on a wide scale. Before this, it was considered quite risqué to go out one-on-one with someone of the opposite sex, so not only was it groundbreaking, but very romantic and much more of an event than it would be today. Couples would have likely enjoyed a meal with multiple courses and a wine pairing for each, followed by dessert and cocktails!

An example of a Word War II Valentine’s Day card

1940s: The US was in the midst of World War II for the first half of the decade, so many couples were separated. This didn’t stop the celebrations, though—women back home would have sent photos and cards to their sweethearts on the frontlines.

1950s: The end of the war and the emergence of new modern conveniences began to change the dating scene in the 1950s. Couples could swing through a drive-in theater to see romance films with Hollywood’s biggest stars, like Funny Face (1957) starring Audrey Hepburn and Fred Astair! This iconic film was released on February 13th, so I think we can be certain is was a V-day hit. Couples also may have headed to a dance, since the 1940s and 1950s were the height of swing dancing! Perfect excuse for a little PDA.

1960s: The Swingin’ Sixties are here! Couples would have exchanged cards and gifts, just like in previous decades. This is when we see the rise of the gifts we’re used to seeing now, like heart-shaped boxes of chocolate and teddy bears. Lovers certainly could have hit the town for dinner, dancing, and/or a film, and then come home and snuggled up in front of the TV together to watch one of the Valentine’s Day special programs that were emerging at this time, such as “The Addams Family” Valentine’s Day special episode, or Jacqueline Kennedy’s televised Valentine’s Day tour of the White House.

Some Burger King “Love Labels” stickers from the 1970s

1970s: Valentine’s Day in the 1970s certainly would have been groovy. Couples were likely to hit the dance floor at a disco (or a roller disco—even better!) or share a romantic fondue dinner. Then they could head home for a night of love on their waterbed—what could be more 70s than that?

1980s: Dinner and a movie is always a solid option for Valentine’s Day, but few times would it be better than in the 1980s! This was one of the best decades for movies, especially for the romantic comedy, a Valentine’s Day staple today. Perhaps two tickets to Mannequin (1987)? Who doesn’t love a young Kim Catrall?!

1990s: In the 90s you could go with the classic dinner, movie (Sleepless in Seattle, anyone?) and box of chocolates, or you could get a bit more creative! Making a mixtape for your sweetheart was considered the height of romance, and with the amazing music of the 90s and the wider availability of it at a lower cost than ever, how could you not? Scrapbooking was also gaining popularity as it was an affordable way to give a sweet, deeply personal gift. I don’t know about you, but I’d take a scrapbook full of photos and a custom mix tape over some chocolate any day!

Only 90s kids remember the era of Valentine’s card boxes, amirite?

2000s: Anybody around for Valentine’s Day in the 2000s knows that, like the 1980s, it was the golden age of the romcom. Couples would hit the theaters to see one, like How To Lose a Guy in 10 Days (2003) starring Kate Hudson and Matthew McConaughey, two of Hollywood’s hottest actors at the time. Then, if you were lucky, you’d get the most coveted gifts and be the envy of your friends—an oversized stuffed animal and a necklace that was either A) your significant other’s name, or B) half of a heart pendant (they wore the other half, of course.)

2010s: The release of the star-studded 2010 film Valentine’s Day really set the tone for the decade. Times were good, love was in the air, and people weren’t afraid to show that they were really a bunch of hopeless romantics. With the advent of social media, gift-giving became extravagant, with expensive jewelry, gourmet dinners, large floral displays, and even luxury vacations. But not all couples celebrated this way—it was also the rise of the date night in. Order some takeout or cook a romantic dinner together, eating by candlelight in the comfort of your own home. Whether people opted to go out for a concert, dance, dinner, movie, or stayed in to celebrate their own way, it wasn’t unusual to pull out all the stops to impress your beloved and make them feel adored.

Safe to say that Valentine’s Day in the age of COVID19 has been…unusual ( via LittleLegelDesigns)

2020s: The new decade has been strange to say the least. Valentine’s Day 2020 was business as usual for many, but this year many are celebrating in isolation since COVID-19 shut everything down in March 2020. Restaurants, theaters, bars, dance halls, and concert venues are largely closed, meaning couples have to celebrate from home. Celebrating is an even bigger challenge for couples that don’t live together. But romance isn’t dead, and people are surely going to be getting creative this year to keep their spark alive! Whether you’re single or coupled, it’s important to unwind and show some love to yourself and those who are special to you. Let us know—how are you celebrating Valentine’s Day in 2021?

*Note that a lot of this is speculative, based on what was considered a normal date at the time, as well as what movies were actually showing during Valentine’s Day. Surprising as it may be, I was unable to find exact Valentine’s Day celebrations from everyday people in the historical record. But these speculations are educated guesses, so they’re hopefully not too far off from what actually happened. Take this with a grain of salt and remember it’s all for fun!

A Century of Love: How Americans Celebrated Valentine’s Day 1920-2020

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