e-Edition

by Barbara Johnson, Ph.D.

The die cut valentine cards of the 1920's-1930's represent some of the most charming and heartwarming of all valentines prized by collectors. After World War I, valentine exchanges were popularly practiced between children, although adults still continued exchanging mature and sedate Art Deco themed cards. Since the valentine sending public was overwhelmingly juvenile, card makers increased their varieties of youthful and fanciful subjects that would appeal to school children. The majority of die cut valentine cards of this period targeted the young. Valentine makers created cards with subjects about children, comic book characters, exotic and domestic animals and pets. The die cuts differ from contemporary mechanical valentine counterparts in that their designs do not depend on the poses of the subject's motion activity. This makes the die cut subjects more diverse and interesting.

Collectors must find the best reference materials available to properly date and identify their valentines. Identifying die cut valentines from the early to mid twentieth century can be challenging. The early die cuts of the 1900's-1910's show children easily recognizable in period hair, hats, and garments. The quaint language of the verses are reflective of the time period. Some of the best German chromolithograph die cuts feature details of cupids and children during this era. They appear again through the 1920's, after the Great War was over.

During World War I the newer American greeting card makers printed cards on flat paper with little or no gloss or shine. The Germans had been flooding the American market with richly-colored chromolithographed valentines for decades before World War I and then the decade following. This made it hard, no doubt, for American makers to compete with a superior and well-established German printing industry.

Still, the die cut cards continued on, despite American business protectionism during the period. Imports into the United States had to be clearly marked with the country of origin by the year 1930, due to a protective American tariff. This explains why it was, more than likely, that most but not all valentines before that date are marked, "Germany," or "Printed in Germany," while those after 1930 say "Made in Germany," or "Made in U.S.A." Many American and British firms would have their valentines printed in Germany, although they were of American or British design origin. There are sender or owner dated cards that are the exceptions to these generalizations.

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