How did Esther A. Howland contribute to the commercialization of Valentine's Day in America?

Answer 1

Esther A. Howland is widely regarded as the woman who helped to commercialize Valentine's Day in America. In the mid-19th century, Valentine's Day was still a relatively minor holiday in the United States. However, Howland, inspired by a British Valentine's Day card she received from a friend, saw an opportunity to create and sell intricately designed Valentine's cards.

She began to create her own handmade Valentine's Day cards, utilizing imported lace, paper, and other decorative materials. Howland's cards were elaborate and innovative, incorporating lace, ribbons, and colorful illustrations. She sent these cards to her friends and family, who were amazed by their beauty and quickly placed orders for more.

Recognizing the potential demand for her cards, Howland started a business in 1849 called the New England Valentine Company. She hired a group of female workers to assist her in creating the cards, and the business quickly took off. Howland's cards gained popularity for their high quality and unique designs, and she became known as the "Mother of the American Valentine."

To maintain the highest standards, Howland personally reviewed every card produced, ensuring that they met her quality expectations. Through an extensive marketing campaign that included ads in newspapers, her greeting cards gained widespread attention across the country. The New England Valentine Company became immensely successful, providing cards not only for Valentine's Day but also for other holidays and events.

Esther A. Howland played a significant role in transforming Valentine's Day from a simple holiday into a commercially celebrated occasion in America. Her innovative approach to card design, production, and marketing established the groundwork for the mass production and commercialization of Valentine's Day cards that continues to this day.