CB12-FF.02 

 Jan. 4, 2012 

Valentine’s Day 2012: Feb. 14 

Expressing one’s love to another is a celebrated custom on Valentine’s Day; whereby 

sweethearts and family members present gifts to one another, such as cards, candy, flowers and 

other symbols of affection. Opinions differ as to who was the original Valentine, but the most 

popular theory is that he was a clergyman who was executed for secretly marrying couples in 

ancient Rome. In A.D. 496, Pope Gelasius I declared Feb. 14 as Valentine Day. Esther 

Howland, a native of Massachusetts, is given credit for selling the first mass-produced valentine 

cards in the 1840s. The spirit continues today with even young children exchanging valentine’s 

cards with their fellow classmates. 

Candy 

1,177 

Number of U.S. manufacturing establishments that produced chocolate and cocoa products in 

2009, employing 34,252 people. California led the nation in the number of chocolate and cocoa 

manufacturing establishments, with 135, followed by Pennsylvania, with 111. 

Source: U.S. Census Bureau, County Business Patterns: 2009, NAICS code (31132) and 

(31133), <http://www.census.gov/econ/cbp/> 

409 

Number of U.S. establishments that manufactured nonchocolate confectionary products in 2009. 

These establishments employed 16,974 people. California led the nation in this category, with 

45 establishments. 

Source: U.S. Census Bureau, County Business Patterns: 2009, NAICS code (31134) 

<http://www.census.gov/econ/cbp/> 

$12.6 billion 

Total value of shipments in 2009 for firms producing chocolate and cocoa products. 

Nonchocolate confectionery product manufacturing, meanwhile, was a $7.4 billion industry. 

Source: U.S. Census Bureau, 2009 Annual Survey of Manufactures 

<http://factfinder.census.gov/servlet/IBQTable?_bm=y&-_skip=0&-

ds_name=AM0931VS101&-_lang=en> 

Follow @uscensusbureau on Twitter, Facebook, Flickr, YouTube and Ustream 
 

 

3,386 

Number of confectionery and nut stores in the United States in 2009. 

Source: U.S. Census Bureau, County Business Patterns, NAICS code (445292),
 

<http://censtats.census.gov/cgi-bin/cbpnaic/cbpdetl.pl>
 

24.7 pounds 

Per capita consumption of candy by Americans in 2010. 

Source: U.S. Census Bureau, Current Industrial Reports, Confectionery: 2010 

<http://www.census.gov/manufacturing/cir/historical_data/ma311d/index.html>
 

Flowers 

$375 million 

The combined wholesale value of domestically produced cut flowers in 2010 for all 

flower-producing operations with $100,000 or more in sales. Among states, California was the 

leading producer, alone accounting for more than three-quarters of this amount ($286 million). 

Source: USDA National Agricultural Statistics Service 

http://usda.mannlib.cornell.edu/MannUsda/viewDocumentInfo.do?documentID=1072, 

<http://usda01.library.cornell.edu/usda/current/FlorCrop/FlorCrop-04-21-

2011_new_format.pdf> 

$17 million 

The combined wholesale value of domestically produced cut roses in 2010 for all operations with 

$100,000 or more in sales. 

Source: USDA National Agricultural Statistics Service 

http://usda.mannlib.cornell.edu/MannUsda/viewDocumentInfo.do?documentID=1072, 

<http://usda01.library.cornell.edu/usda/current/FlorCrop/FlorCrop-04-21-

2011_new_format.pdf>
 

17,124 

The number of florists nationwide in 2009. These businesses employed 75,855 people. 

Source: U.S. Census Bureau, County Business Patterns, NAICS code (453110) 

<http://censtats.census.gov/cgi-bin/cbpnaic/cbpdetl.pl> 

Jewelry 

24,973 

Number of jewelry stores in the United States in 2009. Jewelry stores offer engagement, 

wedding and other rings to couples of all ages. In February 2011, these stores sold $2.27 billion 

in merchandise. 
 

 

 

Source: U.S. Census Bureau, County Business Patterns, NAICS code (448310), 

<http://censtats.census.gov/cgi-bin/cbpnaic/cbpdetl.pl> and Monthly Retail Trade and Food 

Services <http://www.census.gov/retail> 

The merchandise at these locations could well have been produced at one of the nation’s 

1,547 jewelry manufacturing establishments. 

Source: U.S. Census Bureau, County Business Patterns, NAICS code (339911), 

<http://censtats.census.gov/cgi-bin/cbpnaic/cbpdetl.pl> 

“Please Be Mine” 

2.1 million 

The number of marriages that took place in the United States in 2009. That breaks down to 

nearly 5,800 a day. 

Source: National Center for Health Statistics, <http://www.cdc.gov/nchs/products/nvsr.htm>,
 

< http://www.cdc.gov/nchs/data/nvsr/nvsr58/nvsr58_25.htm#tableA>
 

108,150 

The number of marriages performed in Nevada during 2009. So many couples tie the knot in the 

Silver State that it ranked fifth nationally in marriages, even though its total population that year 

among states was 35th. (California ranked first in marriages.) 

Source: National Center for Health Statistics, <http://www.cdc.gov/nchs/products/nvsr.htm>, 

<http://www.cdc.gov/nchs/data/nvsr/nvsr58/nvsr58_25.htm#tableA and population estimates, 

<http://www.census.gov/popest/states/NST-pop-chg.html> 

28.7 and 26.5 years 

Median age at first marriage in 2011 for men and women, respectively. 

Source: U.S. Census Bureau, Families and Living Arrangements: 2011, 

<http://www.census.gov/population/socdemo/hh-fam/ms2.xls>, Table MS-2 

53.1% 

The overall percentage of adults who reported being married. 

Source: U.S. Census Bureau, Families and Living Arrangements: 2011,
 

<http://www.census.gov/population/www/socdemo/hh-fam/cps2011.html> Table A1 

69% 

Percentage of people 15 and older in 2011 who had been married at some point in their lives — 

either currently or formerly. 

Source: U.S. Census Bureau, Families and Living Arrangements: 2011,
 

<http://www.census.gov/population/www/socdemo/hh-fam/cps2011.html> Table A1 
 

 

 

 

 

 

 

74.5%
 Among women who married for the first time between 1990 and 1994, the percentage who 

marked their 10th anniversary. This compares with 83 percent of women who married for the 

first time between 1960 and 1964. 

Source: U.S. Census Bureau, Number, Timing, and Duration of Marriages and Divorces: 2009, 

<http://www.census.gov/prod/2011pubs/p70-125.pdf>, Table 4 

6.2%
 As of 2009, the percentage of currently married women who had been married for at least 50 

years. A little more than half of currently married women had been married for at least 15 years. 

Source: U.S. Census Bureau, Number, Timing, and Duration of Marriages and Divorces: 2009 

<http://www.census.gov/prod/2011pubs/p70-125.pdf>, Table 9 

Looking for Love 

393
 The number of dating service establishments nationwide as of 2007. These establishments, which 

include Internet dating services, employed 3,125 people and pulled in $928 million in revenue. 

Source: U.S. Census Bureau, 2007 Economic Census 

<http://factfinder.census.gov/servlet/DatasetMainPageServlet?_program=ECN&_submenuId=& 

_lang=en&_ts=> 

Try Looking Here . . . 

Romantic-sounding places to spend Valentine’s Day: 

Rose City, Texas Rose City, Mich. South Heart, N.D. 

Loveland, Colo. Darling, Minn. Loveland, Ohio 

Romeo, Colo. Sacred Heart, Minn. Loveland Park, Ohio 

Lovejoy, Ga. Heart Butte, Mont. Love County, Okla. 

Loves Park, Ill. Valentine, Neb. Loveland, Okla. 

Lovington, Ill. Lovelock, Nev. Lovelady, Texas 

Romeoville, Ill. Loving, N.M. Loving County, Texas 

Rosemont, Ill. Lovington, N.M. Valentine, Texas 

Romeo, Mich. Love Valley, N.C. Rose Hill Acres, Texas 

Rosemont, Md. 

Source: U.S. Census Bureau, American FactFinder <http://factfinder2.census.gov> 
 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Giving Love a Second Chance 

19% 

Percentage of people married twice as of 2010. Five percent have married three or more times. 

By comparison, 75 percent of people who have ever been married have made only one trip down 

the aisle. 

Source: 2010 American Community Survey 

<http://factfinder2.census.gov/faces/tableservices/jsf/pages/productview.xhtml?pid=ACS_10_1Y
 

R_B12505&prodType=table> 

8 

Median length, in years, of first marriages that ended in divorce. 

Source: Number, Timing, and Duration of Marriages and Divorces: 2009 

<http://www.census.gov/prod/2011pubs/p70-125.pdf>, Table 8 

3.8 and 3.7 

The median time in years between divorce and a second marriage for men and women, 

respectively.
 

Source: Number, Timing, and Duration of Marriages and Divorces: 2009 

<http://www.census.gov/prod/2011pubs/p70-125.pdf>, Table 8 

9% and 8% 

Among people 15 and older in 2009, the percentage of men and women, respectively, who had 

married twice and were still married.
 

Source for the data in this section, unless otherwise noted: Number, Timing, and Duration of 

Marriages and Divorces: 2009 <http://www.census.gov/prod/2011pubs/p70-125.pdf> 

Following is a list of observances typically covered by the Census Bureau’s Facts for Features series: 

Black History Month (February) 

Super Bowl 

Valentine’s Day (Feb. 14) 

Women’s History Month (March) 

Irish-American Heritage Month (March)/ 

 St. Patrick’s Day (March 17) 

Asian/Pacific American Heritage Month (May) 

Older Americans Month (May) 

Cinco de Mayo (May 5) 

Mother’s Day 

Hurricane Season Begins (June 1) 

Father’s Day 

The Fourth of July (July 4) 

Anniversary of Americans with Disabilities Act (July 26) 

Back to School (August) 

 Labor Day 

Grandparents Day 

Hispanic Heritage Month (Sept. 15-Oct. 15) 

Unmarried and Single Americans Week 

Halloween (Oct. 31)

American Indian/Alaska Native Heritage Month 

 (November) 

Veterans Day (Nov. 11) 

Thanksgiving Day 

The Holiday Season (December) 

Editor’s note: The preceding data were collected from a variety of sources and may be subject to sampling 

variability and other sources of error. Facts for Features are customarily released about two months before an 

observance in order to accommodate magazine production timelines. Questions or comments should be directed to 

the Census Bureau’s Public Information Office: telephone: 301-763-3030; fax: 301-763-3762; or e-mail: 

<pio@census.gov>.