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August 1, 2018

“Hallmark Holidays”: Not Invented Here!

We are honored that people believe Hallmark invents holidays. To be so closely associated with celebrations is quite a compliment and a mark of the strength of our brand.

Alas, it’s not that easy. It’s also not true.

Hallmark must respond to what people want, not the other way around. An any day only becomes a holiday when enough people decide they want to celebrate it. Congressional resolutions, proclamations, religious observances, cultural traditions and grassroots leadership by ordinary people create holidays.

And, just because people celebrate a holiday doesn’t mean they are likely to mark it with greeting cards (although we’d sure be happy if they did…!), so not every holiday gets a card. When assessing whether to develop cards for a holiday or occasion, we consider that “sendability” factor as well as the size of the potential consumer need across the country.

Read more about how holidays gain wide public acceptance, and to learn the origins of holidays for which Hallmark does produce a selection of greeting cards, visit fact sheets in our Holidays & Occasions section.


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About Hallmark

About Hallmark

For more than 100 years, family-owned Hallmark Cards, Inc. has been dedicated to creating a more emotionally connected world. Headquartered in Kansas City, Missouri and employing 30,000 worldwide, the approximately $4 billion company operates a diversified portfolio of businesses. Its global Hallmark Greetings business sells greeting cards, gift wrap and related products in more than 30 languages with distribution in more than 100 countries and 100,000 rooftops worldwide. Hallmark Retail operates about 2,000 Hallmark Gold Crown stores in five countries and Hallmark Home & Gifts is an emerging business selling a broad array of home décor and gift product throughout the U.S. Crayola® offers a wide range of art materials and creative play toys designed to spark children’s creativity around the globe. Crown Media Family Networks operates three cable channels – Hallmark Channel, Hallmark Movies & Mysteries, and Hallmark Drama – in addition to Hallmark Publishing, the e-books division of the Hallmark channels, and Hallmark Movies Now, a subscription-based streaming service. Crown Center is a real estate development company that manages the 85-acre hotel, office, entertainment and residential campus surrounding Hallmark’s headquarters. For more information, visit Connect on Facebook, Twitter, Instagram, Pinterest, LinkedIn and YouTube.