Sweetest Day

Always observed the third Saturday of October


  • Sweetest Day is always observed on the third Saturday in October, which falls on Oct. 17 in 2015.
  • 80 percent of Hallmark's Sweetest Day cards have a “love” or “romance” theme.
  • Hallmark research indicates that Sweetest Day is more popular with younger people who prefer trendy designs and a casual or lighthearted tone. Most cards are given to spouses or significant others.
  • Hallmark first made Sweetest Day cards in the mid-1960s.

2015 Product Features

  • Hallmark offers more than 70 Sweetest Day cards. Card prices begin at $1.99.
  • Cards are available for family members as well as boyfriend, girlfriend and love relationships such as new love and love shared over the years. Many cards express appreciation and gratitude for meaningful relationships.
  • Hallmark offers a variety of gifts appropriate for Sweetest Day, including photo frames, Hallmark Gift Books and Hallmark Confections chocolates, as well as many gift wrap options.
  • Hallmark.com provides a selection of paper cards that may be personalized with photos and messages online and mailed directly to the recipient. 
  • HallmarkEcards.com also offers Sweetest Day ecards, available with a subscription.

Holiday History

Sweetest Day is an original American holiday not based on any group's religious tradition. It's simply a reminder that a thoughtful word, deed or small gift enriches the life of the recipient as well as the person giving it.

Legend has it that Sweetest Day was established around 1922 by Herbert Birch Kingston, a Cleveland, Ohio, candy company employee who wanted to bring happiness to the lives of those who often were forgotten. Kingston and others distributed candy and small gifts to orphans, people confined to their homes and others to show them that someone cared.

In the early 1930s, movie stars got into the act. Ann Pennington distributed candy to 2,200 Cleveland newspaper boys, and Theda Bara gave candy to theater-goers and patients in Cleveland hospitals.

In time, the Sweetest Day idea of spreading cheer broadened to include everyone from family members to sweethearts and coworkers to acquaintances.

Observance of Sweetest Day is still most prevalent in the Great Lakes region where the holiday originated, including Illinois, Indiana, Michigan, Ohio, and Wisconsin. But today, the once-regional celebration of Sweetest Day has spread throughout the country.

Sweetest Day celebrations are similar to Valentine’s Day in most locations, with the most popular gifts and acknowledgements being cards, flowers, chocolates and candy.

In Stores & Online

Available at Hallmark Gold Crown® stores nationwide, online at Hallmark.com and wherever Hallmark products are sold. Use the store locator on Hallmark.com to find the nearest Hallmark Gold Crown store.