Since 1850 the tradition of exchanging Valentine’s Day cards has been a part of our American culture. Valentines are a favorite of collectors of ephemera who appreciate both their sentimental and historic value. They watch for cards in mint condition with considerable age and unique topics. The subdivisions in this area of collecting are vast and varied, so for the sake of simplicity collectors view then in four main categories, divided by age.
Victorian valentines made from 1850-1880 are the earliest known examples. The majority of these were hand made from silk fabric trimmed with ribbon and die-cut paper or fabric lace. Due to their delicate nature many of these cards have fallen victim to deterioration. Hand-painted cards are a more common find. These will be flat one-sided, or made with a flap that lifted to reveal the sentiment. Early Victorian cards were made in limited number, making them difficult to find and at the high end of the value scale.
By 1880 greeting cards were being mass-produced, making them easier to find. The beautiful color lithography of these cards make them popular with collectors. Subject matter for cards from this period include birds and flowers, children and cherubs. The three basic forms available are fan shaped cards, postcards and, the most valuable cards from this era, pop-up cards made with honeycombed paper.
From 1900 to the early 1930s cards took on a more futuristic look. Modern inventions were often the topic matter with the graphics featuring telephones, airplanes and radios. Politically themed cards addressing issues like the women’s right to vote and the war effort, and those featuring Hollywood stars and fashions of the day were also popular. Avoid “penny dreadfuls.” These cheaply made, single sheet cards from the 1920s are of little interest to serious collectors, but can appear valuable to the novice due to their age. By the end of the 1930s some cards were being marked by the company that manufactured them. Names to watch for include Teich & Company and Detroit Publishing.
Mid-20th century cards, 1940-1960, are currently increasing in value. Cards from the 1940s with WWII related themes are of interest to collectors, as are 1950s cards with moving parts. Cards from the 1960s with their political themes and war-related topics are so popular that they form a subdivision all on their own. Highly collectible are valentines with Nazi or dictator themes which will often have greetings like “Quit Stalin and be my Valentine!” Also be on the lookout for any card with a “space travel” theme, those with the early Disney characters and die-cut “school exchange” cards. By the middle of the 20th century, manufacturer’s marks appeared on all cards with Hallmark and American Greetings being the most common.
Scrap-booking has long been a favorite pastime for young women and often, if you watch for them, their scrapbooks will appear at estate sales. Look carefully before you purchase, for while they may contain dozens of valentines cards, the method of adhesion to the pages may have caused deterioration or make them impossible to remove intact. On the other hand, old scrapbooks can often be found in the $10-$20 range, making them a great way to jump-start or enhance your collection.
Local antique malls usually have a few vintage valentines but your best selection will be found online. EBay, Etsy and Ruby Lane all currently features hundreds of cards from all of the previously mentioned eras. Until next time . . . Linda
Linda Kennett is a professional liquidation consultant specializing in down-sizing for seniors and may be reached at 317-258-7835 or lkennett@indy.rr.com
