When does a kiss count as a stamp?

MONTREAL — A postal company in the Netherlands has launched a sweet deal for St. Valentine’s Day.

On Feb. 13, people in Holland can send a letter to a loved one — but instead of a postage stamp, it can be sent with a kiss.

Just apply lipstick, kiss the envelope where a stamp ought to go and send it off.

A spokesperson at PostNL told the Dutch news website NU.nl that the aim of the initiative was to encourage more people to send real letters.

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“We believe a card on the doormat is still the most personal way to let someone know you’re thinking of them.”

“On Valentine’s Day, we want to give everyone the opportunity to be loved and to surprise family and friends.”

Kissed cards and letters need to be sent to a destination within the Netherlands on Friday, Feb. 13 by 5 p.m.