< 1 min read

As 3.1 Million Brits now identify as LGBT, the Sainsbury’s grocery chain has launched same-sex Valentine’s Day 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.

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.

Sainsbury'sA selection of the cards will be stocked in nearly 500 stores across the UK and feature illustrations of two men and two women with the words ‘You + Me’.

The Director of Commercial for Sainsbury’s James Brown said the move was part of longstanding for the LGBT community and as part of their vision to be the most inclusive retailer where people love to work and shop.

“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,” said Mr. Brown.

Last Updated on Feb 9, 2017

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