South Dakota e-Labor Bulletin

January 2026, 2nd edition

Valentine's Day: How does South Dakota love thee? Let us count the ways

🏛 A tradition that’s been around forever

Valentine’s Day isn’t just about candy hearts; it’s ancient. Pope Gelasius I made February 14 official way back in A.D. 496.

Esther Howland of Massachusetts is credited with selling the first mass-produced Valentine cards in the 1840s. So, you can thank her for those aisles of pink and red cards.

💍 Love and marriage in South Dakota

As of 2024, 392,384 South Dakotans (about 53% of folks 16 and older) were married. That’s a lot of “I do’s.”

In 2024 alone, 14,000 weddings happened here; 7,011 males and 7,439 females tied the knot.

The median age for first-time grooms is 27.5, slightly younger for first-time brides at 26.2.

Among South Dakota men 15 and older, 65.6% have said “I do” at least once. For women, it’s even higher at 71.4%.

💼 Wedded bliss in the labor market

The labor force participation rate for South Dakota males is slightly higher for those who have never married (75.1%) than for those who are married (73.5%).

Marriage doesn’t as change much for women: 69.3% of never-married women work, compared to 65.9% of married women.

💝 Cupid’s economic boost

Valentine’s Day isn’t just about romance; it’s a job supporter. Here’s how your sweet gestures help keep South Dakota working:

🌹 Flowers: Those with the traditional, “roses are red, violets are blue” verse in their heads help support 249 jobs in 54 flower shops. (NAICS industry 459310)

🍽 Inviting your Valentine on a dinner date? You’re helping fuel nearly 13,000 jobs in 637 full-service restaurants. (NAICS industry 722511)

🍦 Thinking a more casual date for a quicker treat like ice cream, cookies, or a specialty coffee? 2,931 people work at 266 snack and non-alcoholic beverage bars. (NAICS industry 722515)

🍫 Candy & Specialty Foods: Does your special someone have a sweet tooth? South Dakota has 89 jobs in 10 retail establishments specializing in candy (NAICS industry 445292). Hoping for something more unique, like packaged coffee or tea, flavored or scented oils, or specialty cheeses? You could help support one of the state’s 33 other specialty food stores and their 346 employees. (NAICS industry 445298)

💎 Jewelry: Does Valentines Day mean sparkle time to you? 248 employees in 47 jewelry stores are ready to help. (NAICS industry 458310)

🏨 How about a romantic getaway? You could help spread the love to the state’s 5,846 workers in 388 hotels and motels. (NAICS industry 721110) For a more quaint alternative, there are 27 employees at nine bed and breakfast inns. (NAICS industry 721191) Feeling lucky? The state’s 12 casino hotels have 1,314 employees. (NAICS industry 721120)

💄 Beauty & Pampering: Want to appeal to your valentine’s aromatic senses? There are 342 jobs in 25 cosmetics, beauty, and perfume stores. (NAICS industry 456120) Or how about gifting a personal service like a facial, manicure, pedicure, or even a tattoo? There are 515 jobs in South Dakota’s 92 other personal care services. (NAICS industry 812199)

Marcia Hultman

Cabinet Secretary