Hallmark also ;nds that shoppers are seeking pre-
mium gift-wrap options. With this in mind, Hallmark
Signature is introducing solid-colored bags featuring
gold metal handles and gold foil accents. As with every
gift bag from Hallmark, the collection includes a card
pocket, which is a slim sleeve inside the bag in which to
tuck a greeting card.
Given the accelerated growth of online shopping, greeting
card companies such as Hallmark and American Greetings are working with grocery retailers to capture a greater
share of sales in this increasingly important channel.
“We are partnering with our retailers to bring their
greeting card aisle to their online marketplaces,” Howe
says. “As their online capabilities evolve, we iterate right
alongside them to bring the best shopping experience for
“We project substantial growth over the next ;ve years
for our category as more emphasis is placed on this chan-
nel by consumers and retailers alike,” Laserson says.
for key holidays, such as Mother’s Day and Father’s Day,
as well as occasions such as graduation, birthday, weddings, anniversaries and more.
“These beautiful ;D pop-up cards are proving to be
very successful for our retailers,” says Stacey Howe, VP/
GM of national accounts. “Consumers are enjoying the
crafted details, unexpected surprise elements and intricate designs.”
Uplifted and Love Ya Mucho are two new card collections
within the Hallmark Mahogany and Hallmark Vida card
“Uplifted is a celebration of black women and how they
connect with one another in ways that are unique to black
culture,” Howe says. “The collection is about female
empowerment. Its bold designs and empowering edito-
rial are the ideal vehicle for women to uplift each other
Love Ya Mucho is a new collection of English cards with
Spanish words and/or design elements.
“Casual and contemporary designs mixed with positive, conversational and simply stated messages make
these cards ideal for consumers who flow seamlessly
between English and Spanish, or who speak predominantly English but connect deeply with their Latino culture and lifestyle,” Howe says.
“In the wrap category, bags, paper and tissue continue
to outperform due to the convenience they a;ord consumers,” Laserson says. “For gift wrap, classic patterns,
trendy colors and favorite characters come into play as
consumers look to coordinate wrappings with seasonal
decor or ;nd that perfect design to please the recipient.”
When it comes to gift wrap, consumers want convenient, easy-to-use options, Howe says.
“Our Ready-to-Go bags remain a very popular item
for shoppers,” she says. “By providing a gift bag, with
corresponding tissue paper and a tag, we are making it
easy for someone to wrap a beautiful gift and make it
At least half of the display
should be birthday (the
No. 1 selling card).”
—Darla Markley, Darla Markley Sales
Cards and Gift Wrap Nonfoods
The Jumping Cracker
display unit occupies
only 1 square foot of
floor space and holds
40 card designs.
The Love Ya Mucho line
of cards are in English but
include Spanish elements.