Grandparents Day

Celebrated the first Sunday after Labor Day: Sept. 10, 2017

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  • National Grandparents Day is always observed on the first Sunday after Labor Day.
  • There are an estimated 70 million grandparents in the U.S. today. About 1.7 million adults become new grandparents each year. (Source: American Grandparents Association)
  • Hallmark began producing Grandparents Day cards in 1978.

2016 Product Features

  • Hallmark offers more than 40 Grandparents Day cards, including cards for first-time grandparents and great-grandparents. Cards are available in stores and online with prices starting at 99 cents.
  • Warm messages acknowledge and show appreciation for grandparents’ increasing involvement in their grandchildren’s lives.
  • Hallmark also provides a variety of gifts appropriate for honoring and thanking grandparents.
  • Hallmark Ink & Main Press offers a selection of Grandparents Day paper cards that can be personalized with photos and messages online and mailed directly to the recipient.
  • also offers Grandparents Day eCards, available with a subscription.

Holiday History

The idea to designate a day honoring grandparents is credited to Marian McQuade, a West Virginia homemaker who wanted to encourage young people to tap into the wisdom and heritage their grandparents could provide. West Virginia was the first state to recognize Grandparents Day in 1973. A grassroots movement grew during the 1970s, with many other states recognizing the occasion. Efforts to establish National Grandparents Day culminated in 1978 with a joint congressional resolution signed by then-President Jimmy Carter. The first national observance occurred Sept. 6, 1979.

In his proclamation, President Carter said of grandparents: “Because they are usually free to love and guide and befriend the young… they can often reach out past pride and fear of failure and close the space between generations.”

In Stores & Online

Available at Hallmark Gold Crown® stores nationwide, online at and wherever Hallmark products are sold. Visit and for additional options.


Fun Fact

Keepsake Ornaments debuted in 1973. Since then, Hallmark has introduced more than 8,000 Keepsake Ornaments to adorn Christmas trees and delight fans.