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.
Hallmark Cards, Inc.