Walk into any drugstore the week before February 14th and you'll witness a fascinating ritual: women crowding the card aisle, carefully reading every possible option, while men... well, where are the men?

Here's the thing: 85% of all Valentine's Day cards are purchased by women. Yes, on a holiday ostensibly celebrating romantic love between partners, women are doing nearly all the heavy lifting when it comes to cards.

It's Not Just Romantic Cards

Before you assume this is all about girlfriends and wives buying cards for forgetful partners, consider this: women are also buying cards for their kids, parents, friends, teachers, coworkers, and basically anyone they've ever met. Valentine's Day has evolved far beyond romantic love.

The greeting card industry has caught on. Modern Valentine's card sections include:

Galentine's Day cards for female friendships
Classroom valentines for kids to exchange
Cards for pets (yes, really)
Funny anti-Valentine cards for singles
Family-oriented cards for parents and children

Women aren't just buying more cards—they're buying different types of cards, treating Valentine's Day as an opportunity to celebrate multiple relationships, not just romantic ones.

The Last-Minute Male Shopper

That remaining 15%? A significant chunk happens in the final 48 hours before Valentine's Day. Retail workers report that male shoppers tend to arrive on February 13th or 14th, grab the first acceptable card, and sprint to the checkout.

Meanwhile, many women start browsing in late January, return multiple times to reconsider options, and often purchase cards weeks in advance. It's not just a gender difference in shopping habits—it's a difference in how the holiday itself is perceived and prioritized.

A Billion-Dollar Gender Gap

This 85/15 split translates to serious money. Americans purchase approximately 145 million Valentine's Day cards annually, making it the second-largest card-giving occasion after Christmas. Women's purchasing power drives the industry's creative decisions, marketing strategies, and even which holidays get expanded card sections.

The greeting card companies aren't complaining—they've simply adapted by creating more cards that appeal to female buyers celebrating a wider range of relationships. The result? Valentine's Day has transformed from a couples-only event into a broader celebration of affection in all its forms.

So this February 14th, take a moment to appreciate the woman who remembered to buy cards for everyone. She's single-handedly keeping an entire industry afloat.

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