Two months after California sanctioned same-sex marriages, Hallmark announced plans to introduce same-sex wedding cards. Making no direct mention of same-sex unions, the cards feature two tuxedos, overlapping hearts or intertwined flowers, with neutral best wishes inside. One says: "Two hearts. One promise."
California is the second state to legalize gay marriage after Massachusetts. A handful of others recognize civil unions, although not official marriage.
"These new wedding cards were created in direct response to consumers' desires to have cards that include specifically tailored language and images for same-sex marriages or civil unions," Hallmark said a statement released to gaywired.com. "It is our goal to be inclusive rather than exclusive so that our products appeal to the widest range of people who wish to communicate and connect with one another."
The Williams Institute at the UCLA School of Law estimates more than 85,000 same-sex couples in the U.S. have entered into legal unions since Hawaii started offering some legal benefits to gay and lesbian couples in 1997. It estimates nearly 120,000 more will marry in California during the next three years.
Hallmark has increasingly added more unorthodox cards to its range, including ones for those having difficulties getting pregnant or going through rehab. Last year, "coming out" cards were introduced. The four designs of same-sex marriage cards are being gradually released this summer and will be widely available next year.
Kathryn Hamm, president of gayweddings.com, feels the cards fill a need. "When I have shopped for situations like babies or weddings for gay friends, I have good luck in quirky stores," she told the Associated Press. "But if you are just in a generic store...the bride and groom symbol or words are in most cards. It becomes difficult to find some that are neutral but have some style."
Not unsurprisingly, some backlash has already occurred. The right-wing American Family Association (AFA) has launched a protest of Hallmark while Concerned Women for America (CWA), a Christian advocacy organization, also condemned the cards.
"By latching onto the latest fad generated by the homosexual special interest groups, Hallmark is negating its image as a wholesome company that promotes American values and pro-family principles in its products," said Janice Crouse, Director of CWA's research unit, the Beverly LaHaye Institute. "American businesses have a corporate responsibility to the public that buys their products."
Some Hallmark stores are also pushing back against the cards. An Associated Press report on The Olympian website said that a family that owns seven Hallmark card stores in Idaho has said it will not carry the new line. Hallmark has said it will leave it up to individual stores to decide whether or not to carry the cards.
Hallmark's largest competitor, American Greetings Corp., has no plans to enter the market, saying its current offerings are general enough to speak to a lot of different relationships.
Discussion Question: What do you think of the market opportunity for same-sex wedding cards? How big a backlash, if any, do you expect Hallmark will receive for introducing the cards?
- Hallmark Introduces Gay Marriage Cards - The Associated Press/CBS News
- Hallmark Aims for Gay Market with Same-Sex Wedding Cards - gaywired.com
- Hallmark Introduces New Line of Cards for Gay Marriage - Christian Newswire
- Some Idaho stores won't carry same-sex greeting cards - The Associated Press/The Olympian