Find the Right Meaning and Keep it Casual, Cupid

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Hallmark research says Valentine messages are evolving.

Hallmark Valentine

People want to express love for their significant other in a way that can only come from them and can only be about their specific relationship,” said Cat Skorupski, Hallmark writer.

When looking for a Hallmark Valentine’s card, men and women alike are searching for a message that fits their relationship. According to Hallmark’s research one common thread that runs true for both men and women is the need to show the one they love that they understand what makes their relationship unique.

There are as many ideas of love as there are cupids – guys or girls – searching for those words sure to please and describe their special relationship. “People want to express love for their significant other in a way that can only come from them and can only be about their specific relationship,” said Cat Skorupski, Hallmark writer.

With more than 1,400 beautiful and unique Valentine’s Day greetings available this year, finding just the right message and sentiment to reflect those important relationships is easier than ever. The messages in this year’s line range from passionate love to sassy and flirty and from hilarious humor to warm heartfelt sentiments.

“As writers, we draw from our personal relationships to find words to illustrate the uniqueness of each connection. From my parents, who have been married close to 50 years, to my husband, who has shown me what love can be, and even my kids who have completely re-defined everything in my life, each relationship is unique and we draw from ours to help consumers find the right message to convey theirs,” Skorupski added.

The message has evolved
Although men might feel a little pressure to find a way to signify the distinctiveness of their personal relationships this Valentine’s Day, they may be relieved to know that women are not looking for fancy, ceremonial declarations of love.

“The use of language is a lot less formal now than it was say 50 years ago,” said Skorupski. “People talk differently, people relate in a more casual language and cards have really picked up on that. Speak from the heart and be authentic when writing out a Valentine, and it’s sure to turn out just right.”

New initiative inspires action
At Valentine’s Day, Hallmark has launched a new greeting card commercial showcasing people telling those close to them what they need to hear. Viewers are encouraged to go to facebook.com/TellThem and make a vow to tell someone in their lives what they need to hear this Valentine’s Day and every day.

Valentine’s Day Cards are available at Hallmark Gold Crown® stores and participating Hallmark retailers nationwide. Use the store locator on Hallmark.com to find the nearest Hallmark Gold Crown store. Hallmark Valentine’s Day greeting card prices begin at just 99 cents.

Visit http://corporate.hallmark.com/newsroom for more information. You can also follow Hallmark on Facebook at http://www.facebook.com/Hallmark and on Twitter at http://www.twitter.com/hallmarkpr.

About Hallmark Cards, Inc.
Hallmark makes the world a more caring place by helping people express what’s in their hearts and spend time together – a privilege few other companies in the world enjoy. Hallmark greeting cards and other products are found in more than 40,000 retail outlets in the U.S., including the network of flagship Hallmark Gold Crown® stores. The brand also reaches people online at Hallmark.com and on television through Hallmark Hall of Fame original movies and cable’s top-rated Hallmark Channel. Worldwide, Hallmark offers products in more than 30 languages available in 100 countries. This privately held company is based in Kansas City, Mo., and is led by the third generation of the founding Hall family. Visit http://corporate.hallmark.com for more details.

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Jaci Twidwell
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