A friend of mine recently labeled my job with the greeting
card company my “grocery” job, since every time I mention it, I say it’s what I
must do to keep groceries in the house. And, of course, Christmas is the
busiest of our busy seasons, so I’ve been trekking out through fields of snow
these last few days. Not going to Grandma’s house, but rather to the big-box
store that demands daily attention leading up to the big day.
One would think the greeting card industry would take a
well-deserved break after Christmas. After all, thousands of cards were placed
in the racks, the shelves were overflowing with wrapping paper and holiday-themed
tissue paper, gift bags by the score were hung with care. A few days rest
after the hustle and bustle would seem to be warranted, no?
Absolutely not! For on December 26, in every store across
this country, it’s Valentine’s Day! There are only 45 days to capture the
attention of someone who is on a quest for the perfect card to express their
feelings towards their loved ones. Never mind that Valentine’s Day is known
industry-wide as the Last Minute Holiday, with most sales being made two days
before the actual event. Never mind that we in the card business need a break
from red. On December 26, I’ll not be saying Happy New Year, but rather, Happy
Valentine’s Day. 
