Victorian-era ‘vinegar valentines’ show that trolling existed long before social media or the internet
Fortune
by Melissa Chan, The ConversationFebruary 14, 2026
AI-Generated Deep Dive Summary
Victorian-era "vinegar valentines" offer a fascinating glimpse into how trolling existed long before social media or the internet. These cruel and mocking Valentine’s Day cards were designed to shock, offend, and upset recipients, often anonymously. Unlike traditional valentines, which celebrated love and romance, vinegar valentines targeted individuals’ flaws, vices, or societal pretensions with biting humor—or worse. This dark side of Valentine's culture highlights how even in the 19th century, people used anonymous communication to vent frustrations, sometimes with dangerous consequences. The story of William Chance, who shot his estranged wife after receiving a vinegar valentine, underscores just how volatile these cards could make relationships.
The practice of sending vinegar valentines emerged during the Victorian era’s “Valentine mania,” when both Britain and the U.S. saw an explosion in Valentine-related culture. These cards were often mass-produced by factories alongside more romantic ones, with even high-profile firms like Raphael Tuck & Sons cashing in on the trend. The anonymous nature of these cards allowed senders to attack vulnerable individuals—whether they were seen as pretentious, obnoxious, or simply disliked. This reflects how vinegar valentines served as a tool for enforcing social norms through humor, often at the expense of those already marginalized.
For readers interested in business and consumer culture, the rise of vinegar valentines offers insights into early marketing strategies during “Valentine mania.” As industrialization made card production more affordable, companies capitalized on both positive and negative expressions of Valentine’s Day sentiments. The success of these mocking cards also shows how consumers were drawn to products that allowed them to express their frustrations anonymously—a trend that continues today in anonymous online communication. Ultimately, vinegar valentines reveal the darker side of consumer culture and how even centuries ago, people found ways to troll each other, proving that trolling is not a modern invention but a deeply rooted human behavior.
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Originally published on Fortune on 2/14/2026