Though just a scootch late for the famous nuptials of Ellen and Portia, Hallmark has rolled out a new line of greetings, created for just such an occasion. In response to California ruling gay marriage legal, Hallmark saw a fancy card niche to be filled — one that doesn't involve shiny embossed images of a traditional bride and groom. Despite the fact that most states don't recognize gay marriage (CA and MA are the only two) several others recognize civil commitments, and when there's a ceremony, there's a cause for card.
Hallmarks says the decision to offer the greetings was not politically motivated, but rather a response to consumer demand. Their spokeswoman says, "it's our goal to be as relevant as possible to as many people as we can." Indeed they started offering "coming out" cards last year (an event that strikes me as more interesting? I did not know one gave a card for such an occasion!) The new cards contain neutral language, speaking to love rather than a specific event so they're useful for weddings or commitments. Four designs in all will be released this summer.
As 85,000 same-sex couples have become legal in one way or another since 1997 and estimates peg nearly 120,000 more will join Ellen, spelling millions in new business for wedding industries. Is this just smart marketing? Hallmark has already expanded to include cards for "sorry you can't get pregnant," and "good luck in rehab," as well as interfaith marriages — because in greetings, it's the specificity that counts?




Ben Sherman
Pedro Garcia
Hatbox
I don't really care. If this is what consumers want, whatever... fine. Who does this harm?
1I think the whole not including "marriage" is a lot bigger change than not having a man and woman on the card. A lot of the wedding cards I see now have doves, flowers, etc. in lieu of people.
Anyway, I definitely think is a great idea for Hallmark. Their business model has also been striking to me. People are willing to pay so much for cards when they often just get thrown away. Still, though, people buy $5 cards that play music.
2Its about time...thats all I have to say.
3"Still, though, people buy $5 cards that play music."
I KNOW! Isn't that insane? And then, right into the trash after collecting dust for a couple weeks. I prefer to either make crazy cards myself, or buy cards from the $.99 section, although usually there are way too many tacky ones.
4Preprinted greeting cards are so lame anyways. I'd much rather just write a personal note on my own nice stationery. Much more personal, much nicer, and way cheaper, even when I use the fanciest Kate Spade notecards.
5I take it as a good sign that a company like Hallmark sees this as worth the effort - a market that's going to continue to grow, not shrink after November...
6nothing more than smart marketing - just like budweiser sponsoring gay pride.
the "coming out" cards are more strange to me, though "hallmark holidays" like grandparents day and secretaries day do exist, so it doesn't surprise me that they'd want to cash in on every possible occasion in one's life.
7I think it is very appropriate. I think there certainly will be those who won't know what to write in such a card...and addressing would be an even bigger dilemma; e.g. Mr and Mr. Keanu Reeves aka Mr. and Mr. Alan Cumming or Mr and Mr. Keanu Alan Reeves Cumming
(I guess the shock hasn't set in yet and the more I write it, the reality of it will set in
)
8The coming out ones are a little weird, but I also recall seeing a congratulations on your new tattoo card at Hallmark once. I think they try to think of all possible occasions.
9wait... are they getting married? did i miss something?
10Everything Hallmark and the greeting card companies do is opportunistic. At least they are opportunistically taking our money with some equality and acceptance with this issue.
yesteryear - I have some totally chic friends that come from microbrew towns and will drink at least one budweiser while out at bars because of the gay pride sponsorships. it kills me to see guys with developed beer palates swigging down a bud.
11They got married back in March, but I only recently found out.
12http://www.joblo.com/index.php?id=3952
I think that's an old article. There were rumors that they got married back in 2004, but both have denied it.
13waaaaaait... that was a rumor. the article says melissa etheridge hummed 'come to my window'?? hahahah. funny though.
14Actually, in looking at it more, I think that site runs April Fool's jokes every year. At the bottom, it says, "Ironically, we ran a similar story last year," and it links you to a story about Catherine Zeta-Jones and Michael Douglass getting a divorce.
15I thought these were already out - I've seen them in speciality stores.
16I don't see anything wrong with this. But I'll stick to blank cards or stationery, and write the note in myself like always
17Hold the phone.....Keanu Reeves is gay? Boy, I'm out of the loop.
18Keanu Reeves and Alan Cumming? Really???
Anyway, I think these cards are good and appropriate and I'm sure people will buy them and use them and appreciate receiving them. But "Sorry you can't get pregnant" cards?? Youch, I don't think I'd appreciate getting one of those!!
19keanu reeves did NOT marry alan cumming! and he's not gay... last i heard he was dating dianne keaton? wait... maybe he is!!
20
21Nothing against gays, but I hope it was a joke. As for dating Dian Keation, that would be wierd.
22Well, they can share clothes.
23And thanks for clearing it up YY.
24Oh, and good morning A of D!
25Good morning, Rainbow Brite!
26"Good" being a relative term, since it's the freakin' morning...
27Well it's certianly not tacky and as for whether they're tasetful or not remains to be seen. I think it's great.
28I'm just ho hum about it. It's a market they saw opening, and filled it. I'm surprised no one is getting all over Hallmark for exploitating the situation.
29I would agree UnDave if their use of the situation were unethical. However, what Halmark is doing is providing a service for a greater demand. I don't see anything exploitive outside of simply filling a void that they are equiped to fill.
30But isn't it the liberal mantra to castigate any evil empire from profiting on a given situation?
31Wow, that's an old April Fools' joke.
Also, off topic, but how cool would it be to
hang with Alan Cumming? Seriously...it's a dream of mine. Not even kidding.
I think it's a good idea, but eh. I tend to find store-bought cards in general a waste, since most people toss them...
32Sure, but this situation is not in the context that you are refering to. I'll agree that there are some ventures that are inappropriate and or unethical but in this case service needed service provided and both parties are satisfied. This isn't some predatory scam which would exploit the customer/client.
33Is there some way we could make it into an evil scam though? I'm really hard up for a little extra cash
34You see that would be a great for a Gay greeting card. "I'm really hard up for a little extra cash" There you go you've got the hang of it UnDave. You'll take Gay society by storm and be rich.
35Good for Hallmark. I used to work there, but what they need to do is expand their "African-American" section. It's like 2 cards wide and 5 cards long.
36I know what you mean wadewifey. I love the Mahagony & Maya Angelo selection though.
37Speaking of greeting cards it's the one thing I can not go into a store and purchase. I always send someone else because it doesn't matter what occasion it is if I'm buying for someone who's close to me and I start reading those damn cards by the time I pick one I'm crying like a baby.
38My Mom laughs hysterically at the Shoebox card EVERY TIME she goes to Hallmark. When I was a tween I was deeply embarrassed by this; now I think it's quite amusing.
I also have a friend who loves to be silly and play the music cards.
I tend to stick to the Fresh Ink ones if I am going to buy a greeting card, but I also use Vera Bradley stationery or these really cute cards I got at Papyrus pretty often.
39"it's our goal to be as relevant as possible to as many people as we can."
40that sounds very reasonable. this is no more tacky then anything they already sell.
It's a good thing em1282 is around to keep us on topic because no one ever strays off topic on this forum.
41Gay wedding cards? Tasteful. There's a use for them -- the standard bride and groom don't apply.
But "sorry you can't get pregnant" cards? That is just beyond tacky. Who sends a card for that? If you have a friend that is devistated because she truly cannot get pregnant, you console her by spending time with her, or calling her and talking with her. You do not buy a card and sign your name. I would be offended if someone sent me one of those.
42I think if the market is there then why not? I prefer to buy the 99 cent cards and cross out and fill in as appropriate. Sometimes I know someone will laugh at a saying even if its irrelevant. I hate sappy cards!
43I do that, too! Cards are too specialized, and the one I want invariable is for the wrong person.
44I think it's a great idea. Oh and I hate buying cards more because I have such a hard time making decisions and end up spending way too much time in the store.
45I think it's a great idea. Oh and I hate buying cards more because I have such a hard time making decisions and end up spending way too much time in the store.
46I think it's a great idea. Oh and I hate buying cards more because I have such a hard time making decisions and end up spending way too much time in the store.
47Sorry for the multiple posts. My computer was acting all wonky!
48I've actually had someone ask me if I was alright I was laughing so hard at some Maxine cards one time. Some of those are freakin' funny. What I do is buy random cards and then make them fit. I'll cross out grandad and write friend. My favorite is buying kids christmas or valentines cards and giving them out for birthdays or just switching the holidays. I am a dork.
49My parents bought my husband a birthday card that said "brother-in-law" and they just crossed it out and put "son-in-law", they liked what it said better than the other ones. lol
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