For Lori Schwartz, a happy mom with a decade of wedded bliss under her belt, the greeting card featuring a bloodied, ripped out heart was perfect.

"It's Valentine's Day, so here's a card with a heart inside," it read. "I'd tell you whose it is, but the less you know, the better."

"My husband and I never get nice cards for each other. We're not into sentiments," Schwartz said while perusing an aisle of "anti- Valentine's Day" cards at an American Greetings Corp. store. "I expect to get something just as bad, but I may have one upped him this year."

Sensing a growing trend — and more potential customers — American Greetings has started a new line of expressions for lovers who'd rather be big goofs than big flirts. There are cards for singles not struck by Cupid's arrow and those with general disdain for Feb. 14, too.