Couples choose sentimental Valentine’s Day cards over rude ones

Loved up couples have gone all sentimental this year sending rude Valentine’s Day cards down in popularity, a leading card seller said.

Moonpig, the online seller, said it has sold the highest proportion of sentimental cards since 2015 and there has been a 10 per cent swing toward the genre from the cheekier end of the spectrum.

Examples of the schmaltzy cards included ones addressed “to the best thing to happen in 2020” and declaring “you are my favourite human”.

The shift seems to be a result of the pandemic, with lockdowns meaning people feel closer to loved ones. 

Royal Mail research found that more than half of people believe it is more important than ever this year to send a handwritten note to the important person in your life.

Meanwhile, couples appear to be doubling down on an at-home celebration of their love and John Lewis said it has seen record sales of its Valentine’s products with people spending money they have saved from not going on holiday or for a meal.

Sales of Valentine’s hampers are up by 173 per cent at John Lewis while orders of Valentine’s flowers are up by 333 per cent at Waitrose.

Andy Pearce, chief executive of Thortful, an online card seller, said: “In contrast to Valentine’s Day last year we’re seeing less rude, crude and edgy cards being bought at thortful. 

“Our best selling cards are proving that our customers are looking for a return to kind, sentimental and tender messages this year.”

A Moonpig spokesman said: “While last year was dominated by the rise of rude humour with people enjoying some cheeky fun around Valentine’s Day, we’re now seeing a big shift to a more sentimental tone as the nation reflects on a difficult year, bringing out our caring side.”

It said rude cards were still selling well however.

Mark Street, of Royal Mail, said: “Whilst social media is a great way of keeping in touch on a day-to-day basis, this Valentine’s Day more than ever, a handwritten card, letter or note is one of the most heartfelt and romantic ways of showing the object of your affection that you care.”