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Hallmark Rolls Out Gay Wedding Greetings

Hallmark Rolls Out Gay Wedding Greetings: Tasteful or Tacky?

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?


Join The Conversation
chy1 chy1 8 years
i agree maxine always cracks me up! I'm the one you see rolling with laughter in Walmart, people are looking and my fiance is standing there trying to act like he's not with me... anyways gay wedding cards? why not? I always thought marriage was about two people that love each other. If they do why not be able to celebrate it?
lexichloe lexichloe 8 years
This shouldn't even be a question in 2008. Go Hallmark!
kh61582 kh61582 8 years
I can't say that I support gay marriage however I can't say that I'm against it but I am a traditionalist and a conservative. I don't think this is necessary. I think you can keep greeting cards neutral without stating whether it's for a gay or homosexual couple and still sell cards. I don't buy that they are not trying to politicize the issue and I think for a family company to do that is unacceptable.
Seka21 Seka21 8 years
Well they need cards for all occasions and to be honest its about time... i think they should do even more.
nv27 nv27 8 years
Juliulie said exactly what I was thinking. Sorry You Cant Get Pregnant cards? OMG!
The-City-Girl The-City-Girl 8 years
I saw one of these in Walgreens the other day, and it was actually really beautiful and touching--it even brought a little tear to my eye! And I'm generally rather cynical, lol.
bluesarahlou bluesarahlou 8 years
Hey, sometimes you just gotta make it work! ;)
Great-Sommelier Great-Sommelier 8 years
:rotfl: That's awesome. I used to give my husband, "You're such a big boy!" Cards. He looooved that! :wink:
bluesarahlou bluesarahlou 8 years
GS I've done that too :) Last year I "forgot" to get my mom a Mother's Day on Father's day, while I was buying a card for my dad, I bought one for my mom too (it was actually perfect for her...but it was a dad card). I drew long hair, boobs, and changed Father to Mother. She loved it, naturally!
milosmommy milosmommy 8 years
My 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
Great-Sommelier Great-Sommelier 8 years
I'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.
milosmommy milosmommy 8 years
Sorry for the multiple posts. My computer was acting all wonky! :P
milosmommy milosmommy 8 years
I 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.
True-Song True-Song 8 years
I do that, too! Cards are too specialized, and the one I want invariable is for the wrong person.
danzerdrea7 danzerdrea7 8 years
I 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!
julieulie julieulie 8 years
Gay 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.
Jazz-Z Jazz-Z 8 years
It's a good thing em1282 is around to keep us on topic because no one ever strays off topic on this forum. :oy:
snowysakurasky snowysakurasky 8 years
"it's our goal to be as relevant as possible to as many people as we can." that sounds very reasonable. this is no more tacky then anything they already sell.
lilkimbo lilkimbo 8 years
My 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.
hypnoticmix hypnoticmix 8 years
Speaking 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.
hypnoticmix hypnoticmix 8 years
I know what you mean wadewifey. I love the Mahagony & Maya Angelo selection though.
Frank-y-Ava Frank-y-Ava 8 years
Good 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.
hypnoticmix hypnoticmix 8 years
You 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.
UnDave35 UnDave35 8 years
Is there some way we could make it into an evil scam though? I'm really hard up for a little extra cash :evil:
hypnoticmix hypnoticmix 8 years
Sure, 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.
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