Valentine’s Day is a holiday beloved across the United States. In the 21st century, Americans have turned it into a cultural event with a strong commercial aspect. In the 20th century, however, the holiday was just beginning to gain momentum, and all it took to celebrate was a single card. Today, let’s look back at how Valentine’s Day was celebrated in Houston during the last century. More on houstonka.com.
The Tradition of Exchanging Cards
The people of Houston began celebrating Valentine’s Day at the start of the 20th century. Early celebrations centered around exchanging cards, followed later by gifts of flowers and sweets. The tradition of giving valentines quickly became popular among students and schoolchildren. Historians note that it was influenced in part by European immigrants who had settled in Houston. American media also played an important role in promoting the custom.
Between 1900 and the 1930s, Houston began experiencing rapid industrial growth. With the city’s booming oil industry, residents had more disposable income beyond basic necessities. This economic growth also shaped leisure culture. Local shops and restaurants began promoting Valentine’s Day, offering romantic settings along with gifts, flowers, and greeting cards.
Growing Popularity of the Holiday
World War II brought some changes to Houston’s social life, but once the war ended, the number of holiday events grew significantly. People sought out citywide celebrations, valued each day more, and embraced the festive spirit. By the 1950s, Valentine’s Day had become increasingly popular, expanding beyond schools into public and cultural centers. Around this time, major stores launched their first advertising campaigns with Valentine’s specials, offering flowers, candy, and discounts.
By the 1960s, Houston was hosting Valentine’s dances and parties where young people could celebrate in halls decorated with red and pink themes.
Over time, Valentine’s Day only gained traction. By the end of the 20th century, it had become the most commercial holiday of the year. For example, during the 1980s, Americans spent more than $10 billion on February 14 alone. Shops, restaurants, florists, and movie theaters earned a large portion of their annual revenue during the month of February.
In Houston, the number of themed events grew as well, from beauty contests and concerts to romantic plays and family-friendly festivities. Schools kept the tradition of exchanging cards alive, with handmade valentines, craft workshops, and holiday fairs becoming increasingly popular.
According to surveys from the 1990s, about 70% of Houston residents celebrated Valentine’s Day — a higher percentage than in many other U.S. cities. Romantic dinners in Houston restaurants also grew in popularity, increasing by 35% compared to 1950. Sales of flowers, chocolates, and jewelry rose steadily each February, growing at an annual rate of 12–15%.
Throughout the 20th century, roses were the most popular Valentine’s Day flower in Houston, symbolizing love and passion. Sales of roses surged by 40% ahead of the holiday, with red roses in particular being the top choice. Prices varied by decade: in the 1920s, a single rose cost about $0.10–$0.15, in the 1950s around $0.25–$0.35, and by the 1980s prices had climbed to between $0.50 and $1.00 depending on the season and variety.
Valentine’s Day in Houston became more than just a holiday; it reflected the city’s growth, prosperity, and cultural vibrancy throughout the century.
We hope this look back was both informative and enjoyable. Do you enjoy celebrating Valentine’s Day?