Hallmark became the largest producer of Valentine's Day cards. The Kansas City company entered the greeting-card business in 1913, when founder Joyce Hall began selling cards, and Valentine's designs became an important part of its product range.
The modern Valentine's card grew from handmade European tokens into a mass-market product during the 19th century. Improved printing, cheaper paper, and nationwide retail distribution allowed companies such as Hallmark to offer cards in many styles and price ranges.
Hallmark is often called a “Hallmark holiday” symbol because its cards and advertising helped commercialize celebrations, but it did not invent Valentine's Day. American Greetings, Gibson, and Norcross were also major card makers; American Greetings is generally described as Hallmark's principal rival and the world's second-largest greeting-card producer.