Sainsbury’s is spreading the love this Valentine’s Day as it launches same-sex cards for the first time. The new range addresses growing demand for more diverse greeting cards and provides all of its smitten customers the opportunity to choose the perfect card for their partner.
A selection of the cards feature illustrations of two men and two women with the words ‘You + Me’. Prices start at £1.99 and the cards will be stocked in nearly 500 stores across the UK.
The UK greeting card industry is worth an estimated £1.7 billion and keeps growing, with Brits buying an average of 31 cards per year. About £40.2 million of that is spent on Valentine’s Day cards, the highest spend among special occasions. Last year, the total UK retail spend for Valentine’s Day reached nearly £1 billion, a £15 million increase from 2015.
James Brown, Director of Commercial, Sainsbury’s Argos: “Choosing the perfect Valentine’s Day card is a personal and sentimental experience, which is why we’re pleased to offer new same-sex cards and give all of our love-stricken customers the ability to choose the card that’s right for them.”
Sainsbury’s has long supported the LGBT community as part of its vision to be the most inclusive retailer where people love to work and shop. Last year, over 2000 Sainsbury’s colleagues attended 28 Pride events across the UK. The supermarket has an active LGBT network of nearly 600 members including colleagues, stakeholders and organisations that come together regularly to share experiences and contribute ideas to further support LGBT colleagues.
Customers will fall in love with Sainsbury’s Valentine’s Day offering this year, which consists of over 300 cards starting from 99p and 12 wrapping papers. Approximately 75 per cent of card sales come in the final week leading up to Valentine’s Day as shoppers scramble to purchase gifts for their loved ones.
 Greeting Card Association