Kwanzaa
Always observed from December 26 through January 1
| Kwanzaa – Swahili for “first fruits” or “first fruits of the harvest” – is a seven-day celebration of African-American heritage, community, family, and culture based on the rituals of African harvest festivals. |
| Kwanzaa is unique because it is a holiday with no religious, political, or heroic associations. |
| Hallmark produced its first Kwanzaa cards in 1992. |
2008 Product Features
- Hallmark’s Mahogany brand offers 10 Kwanzaa card designs that celebrate African-American culture and heritage, as well as the seven guiding principles of Kwanzaa.
- Mahogany focuses on the celebratory aspects of Kwanzaa with upscale designs and meaningful messages that reflect the essence of the holiday.
- A greeting often exchanged at Kwanzaa and used in several Mahogany Kwanzaa cards is the Swahili expression “Harambee!” meaning “Let’s all pull together!”
- Two value-priced multi-card packages make it easy to send Kwanzaa greetings to family and friends.
Holiday History
Dr. Maulana “Ron” Karenga, chairman of black studies at California State University, created Kwanzaa in 1966 as a non-religious holiday to strengthen the bonds of cultural identity and community among all people of African descent. Karenga’s theory is that social changes for African Americans can be achieved by exposing them to their African heritage. Based on the rituals of traditional African harvest festivals and inspired by the civil rights struggles of the 1960s, Kwanzaa encourages unity among families and African-American communities. The celebration of Kwanzaa centers around seven guiding principles, which are also called Nguzo Saba (en-goo-zoh sah-bah):
- Unity or Umoja (oo-moe-jah)
- Self determination or Kujichagulia (koo-jee-cha-goo-lee-ah)
- Collective Work and Responsibility or Ujima (oo-jee-mah)
- Cooperative Economics or Ujamaa (oo-jah-mah)
- Purpose or Nia (nee-ah)
- Creativity or Kuumba (koo-oom-bah)
- Faith or Imani (ee-mah-nee)
In Stores
Available at Hallmark Gold Crown® stores nationwide and wherever Hallmark Mahogany products are sold. Use the store locator on Hallmark.com or call 1-800-650-4505 to find the nearest Mahogany retailer.