A Hallmark Holiday

With Valentine's Day right around the corner, and the economy continuing to look gloomy, the traditional fancy restaurant dinner, roses and jewelry are now on lots of people's "way too extravagant" list. So American Greetings and Hallmark are preparing for Valentine's Day, recession style.

More than 191 million Valentine's Day cards are exchanged each year (and that doesn't even include the kind kids pass out in school).

"In times of economic uncertainty, we see people being reminded of what's most important in life," says Rochelle Lulow, creative director of the Cleveland-based American Greetings. "That means focusing their efforts on nurturing their relationships with friends and family. Valentine's Day is all about reaching out and telling someone that you love them."

Based on research that found consumers want cards that differentiate the various stages of romance--from the frisky beginnings to the schmaltzy ever-afters--the company has introduced a 26-card line called Lovematters. "We've learned that it really is the little things that define a relationship. Gestures don't have to be grand or expensive, but they do need to be genuine and heartfelt," she says. "Couples today strive to celebrate their relationships in unique ways, and we tried to capture that."

Here's an idea: forget the stereotypical roses and cupid-cutout cards, which, honestly, don't take much imagination and certainly don't express true feelings. And instead do something that says, "I want us to spend time together, just the two of us, having fun, being playful, and remembering how much we actually enjoy one another."

Yep. Give your love a Valentine's Surprise and you'll both be happier than Snoopy with a big old heart in his hands.