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Sweetest Day now largely involves giving small presents such as greeting cards, candy, and flowers to loved ones. While it is not as large or widely observed as Valentine’s Day, it is still celebrated in parts of the United States, despite persistent allegations of being a “Hallmark holiday.”

Retail Confectioners International describes it as “much more important for candymakers in some regions than in others (Detroit, Cleveland and Buffalo being the biggest Sweetest Day cities)”. In 2006, Hallmark marketed 151 greeting card designs for Sweetest Day.

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