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Hallmark Rolls Out Gay Wedding Greetings: Tasteful or Tacky?

Thu, 08/21/2008 - 6:51am by CitizenSugar
899 Views - 59 comments

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?

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59 Comments Add a Comment

  • amybdk's picture
    amybdk
    1

    I don't really care. If this is what consumers want, whatever... fine. Who does this harm?

    13 weeks 11 hours ago Report Comment
  • lilkimbo's picture
    lilkimbo
    2

    I think the whole not including "marriage" is a lot bigger change than not having a man and woman on the card. A lot of the wedding cards I see now have doves, flowers, etc. in lieu of people.

    Anyway, I definitely think is a great idea for Hallmark. Their business model has also been striking to me. People are willing to pay so much for cards when they often just get thrown away. Still, though, people buy $5 cards that play music.

    13 weeks 11 hours ago Report Comment
  • amybdk's picture
    amybdk
    4

    "Still, though, people buy $5 cards that play music."

    I KNOW! Isn't that insane? And then, right into the trash after collecting dust for a couple weeks. I prefer to either make crazy cards myself, or buy cards from the $.99 section, although usually there are way too many tacky ones.

    13 weeks 11 hours ago Report Comment
  • True Song's picture
    True Song
    5

    Preprinted greeting cards are so lame anyways. I'd much rather just write a personal note on my own nice stationery. Much more personal, much nicer, and way cheaper, even when I use the fanciest Kate Spade notecards.

    13 weeks 11 hours ago Report Comment
  • stephley's picture
    stephley
    6

    I take it as a good sign that a company like Hallmark sees this as worth the effort - a market that's going to continue to grow, not shrink after November...

    13 weeks 10 hours ago Report Comment
  • yesteryear's picture
    yesteryear
    7

    nothing more than smart marketing - just like budweiser sponsoring gay pride.

    the "coming out" cards are more strange to me, though "hallmark holidays" like grandparents day and secretaries day do exist, so it doesn't surprise me that they'd want to cash in on every possible occasion in one's life.

    13 weeks 10 hours ago Report Comment
  • Jazz Z's picture
    Jazz Z
    8

    I think it is very appropriate. I think there certainly will be those who won't know what to write in such a card...and addressing would be an even bigger dilemma; e.g. Mr and Mr. Keanu Reeves aka Mr. and Mr. Alan Cumming or Mr and Mr. Keanu Alan Reeves Cumming

    (I guess the shock hasn't set in yet and the more I write it, the reality of it will set in )

    13 weeks 10 hours ago Report Comment
  • lilkimbo's picture
    lilkimbo
    9

    The coming out ones are a little weird, but I also recall seeing a congratulations on your new tattoo card at Hallmark once. I think they try to think of all possible occasions.

    13 weeks 10 hours ago Report Comment
  • kia's picture
    kia
    11

    Everything Hallmark and the greeting card companies do is opportunistic. At least they are opportunistically taking our money with some equality and acceptance with this issue.

    yesteryear - I have some totally chic friends that come from microbrew towns and will drink at least one budweiser while out at bars because of the gay pride sponsorships. it kills me to see guys with developed beer palates swigging down a bud.

    13 weeks 10 hours ago Report Comment
  • lilkimbo's picture
    lilkimbo
    13

    I think that's an old article. There were rumors that they got married back in 2004, but both have denied it.

    13 weeks 10 hours ago Report Comment
  • yesteryear's picture
    yesteryear
    14

    waaaaaait... that was a rumor. the article says melissa etheridge hummed 'come to my window'?? hahahah. funny though.

    13 weeks 10 hours ago Report Comment
  • lilkimbo's picture
    lilkimbo
    15

    Actually, in looking at it more, I think that site runs April Fool's jokes every year. At the bottom, it says, "Ironically, we ran a similar story last year," and it links you to a story about Catherine Zeta-Jones and Michael Douglass getting a divorce.

    13 weeks 10 hours ago Report Comment
  • bellaressa's picture
    bellaressa
    16

    I thought these were already out - I've seen them in speciality stores.

    13 weeks 10 hours ago Report Comment
  • Jude C's picture
    Jude C
    17

    I don't see anything wrong with this. But I'll stick to blank cards or stationery, and write the note in myself like always Smiling

    13 weeks 10 hours ago Report Comment
  • suziryder's picture
    suziryder
    19

    Keanu Reeves and Alan Cumming? Really???

    Anyway, I think these cards are good and appropriate and I'm sure people will buy them and use them and appreciate receiving them. But "Sorry you can't get pregnant" cards?? Youch, I don't think I'd appreciate getting one of those!!

    13 weeks 9 hours ago Report Comment
  • yesteryear's picture
    yesteryear
    20

    keanu reeves did NOT marry alan cumming! and he's not gay... last i heard he was dating dianne keaton? wait... maybe he is!!

    13 weeks 9 hours ago Report Comment
  • Jazz Z's picture
    Jazz Z
    22

    Nothing against gays, but I hope it was a joke. As for dating Dian Keation, that would be wierd.

    13 weeks 9 hours ago Report Comment
  • Jude C's picture
    Jude C
    27

    "Good" being a relative term, since it's the freakin' morning...

    13 weeks 9 hours ago Report Comment
  • hypnoticmix's picture
    hypnoticmix
    28

    Well it's certianly not tacky and as for whether they're tasetful or not remains to be seen. I think it's great.

    13 weeks 9 hours ago Report Comment
  • UnDave35's picture
    UnDave35
    29

    I'm just ho hum about it. It's a market they saw opening, and filled it. I'm surprised no one is getting all over Hallmark for exploitating the situation.

    13 weeks 9 hours ago Report Comment
  • hypnoticmix's picture
    hypnoticmix
    30

    I would agree UnDave if their use of the situation were unethical. However, what Halmark is doing is providing a service for a greater demand. I don't see anything exploitive outside of simply filling a void that they are equiped to fill.

    13 weeks 8 hours ago Report Comment
  • UnDave35's picture
    UnDave35
    31

    But isn't it the liberal mantra to castigate any evil empire from profiting on a given situation?

    Eye-wink

    13 weeks 8 hours ago Report Comment
  • em1282's picture
    em1282
    32

    Wow, that's an old April Fools' joke. Eye-wink Also, off topic, but how cool would it be to hang with Alan Cumming? Seriously...it's a dream of mine. Not even kidding.

    I think it's a good idea, but eh. I tend to find store-bought cards in general a waste, since most people toss them...

    13 weeks 7 hours ago Report Comment
  • hypnoticmix's picture
    hypnoticmix
    33

    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.

    13 weeks 7 hours ago Report Comment
  • UnDave35's picture
    UnDave35
    34

    Is there some way we could make it into an evil scam though? I'm really hard up for a little extra cash
    Evil

    13 weeks 7 hours ago Report Comment
  • hypnoticmix's picture
    hypnoticmix
    35

    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.

    13 weeks 7 hours ago Report Comment
  • wadewifey3's picture
    wadewifey3
    36

    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.

    13 weeks 7 hours ago Report Comment
  • hypnoticmix's picture
    hypnoticmix
    37

    I know what you mean wadewifey. I love the Mahagony & Maya Angelo selection though.

    13 weeks 7 hours ago Report Comment
  • hypnoticmix's picture
    hypnoticmix
    38

    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.

    13 weeks 7 hours ago Report Comment
  • lilkimbo's picture
    lilkimbo
    39

    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.

    13 weeks 7 hours ago Report Comment
  • snowysakurasky's picture
    snowysakurasky
    40

    "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.

    13 weeks 7 hours ago Report Comment
  • Jazz Z's picture
    Jazz Z
    41

    It's a good thing em1282 is around to keep us on topic because no one ever strays off topic on this forum.

    13 weeks 6 hours ago Report Comment
  • julieulie's picture
    julieulie
    42

    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.

    13 weeks 6 hours ago Report Comment
  • danzerdrea7's picture
    danzerdrea7
    43

    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!

    13 weeks 6 hours ago Report Comment
  • True Song's picture
    True Song
    44

    I do that, too! Cards are too specialized, and the one I want invariable is for the wrong person.

    13 weeks 5 hours ago Report Comment
  • milosmommy's picture
    milosmommy
    45

    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.

    13 weeks 4 hours ago Report Comment
  • milosmommy's picture
    milosmommy
    46

    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.

    13 weeks 4 hours ago Report Comment