Sainsbury’s is spreading the love on Valentine’s Day (Tuesday, February 14) as it launches same-sex cards for the first time.
The supermarket chain said: ‘The new range addresses growing demand for more diverse greeting cards and provides all of our smitten customers the opportunity to choose the perfect card for their partner.
‘The range meets growing demand for a more diverse selection of greeting cards as 3.1 million Britons now identify themselves as LGBT (lesbian, gay, bisexual, and transgender).’
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.
James Brown, director of commercial of Sainsbury’s Argos commented: “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.”
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. Last year, the total UK retail spend for Valentine’s Day reached nearly £1 billion, a £15 million increase from 2015.
Sainsbury’s has long supported the LGBT community. Last year, over 2000 Sainsbury’s colleagues attended 28 Pride events across the UK. The grocery chain has a LGBT network of nearly 600 members including colleagues, stakeholders and organisations that come together regularly to share experiences and contribute ideas to support LGBT colleagues.