• by Sarah Mahoney  @mahoney_sarah, February 13, 2007

Admit it. All those diamond-earring ads on TV make some people you know cry, and others choke on venomous tales about their ex. And this year, a few companies are showing some extra love to Valentine-averse.

American Greetings, the Cleveland-based card marketer, is selling 10 different "Anti-Valentine's Day" cards, aimed straight at everyone who will spend this Wednesday at odds with Cupid. "Don't worry, you won't be alone forever," says one, with a picture of a young woman on the front of the card. Inside, the same woman is surrounded by dozens of cats.

Another shows a vintage photo of a young boy holding a handmade Valentine, which says, "The next day, little Timmy has his heart broken." Inside is a sentiment that sums up the holiday for plenty of people: "Valentine's Day Sucks."

The Wm. Wrigley Jr. Co. is jumping on the bandwagon with its new Dark Chocolate Dipped Mints, "embracing the bruised, blackened and broken hearted with a message that communicates what many people think yet are too polite to say," the company said.

Until Feb. 14, consumers in New York, Chicago and Miami can browse at the "Altoids Curious & Original Chocolate Shoppe," sample the new mints, get a free coffee, and browse through postcards that say things like "Here's a little something to say, 'Let's stay together for the kids'" and "Another day closer 'til death does us apart."

Online, consumers can go to www.sayitwithaltoids.com, and personalize e-cards with messages like, "I slept with your girlfriend," "I don't think I can be with someone who doesn't floss" or "It's you. Not me."

And even among its traditional Valentine's cards, American Greetings is working hard to shake off the doily dust. Images include tattoo-inspired cards, kissing armadillos, and happy rhinos.

Hallmark is also expecting humor and causal cards to sell well this year, but believes its top trend will be musical cards. ("Ring of Fire" and "Wild Thing" are expected to be top sellers, the company predicts.)

True, most people will celebrate, and in a big way.

In all, 190 million Valentines will be purchased, says an American Greetings spokeswoman--not including the class Valentines kids give out at school. And they'll do some serious spending. This year, the National Retail Federation predicts Valentine's Day spending will top $16.9 billion, or about $120 per person.

But that doesn't mean they like it.

In fact, a new study from NPD shows that only one in four think of the day as a strictly romantic holiday. About 30% believe it's a great day to show appreciation for your sweetie, but 26% say it's too commercial, and another 19% write it off as "just a Hallmark holiday." Meanwhile, 14% say it's "silly."

Then, of course, there are the cowards: 8% of the respondents in the NPD poll said they celebrate because "If I don't, I'll get in trouble."