Chain Drug Review, August 26, 2019
Consumers recognize cards do more to put good in the world Younger generations increasingly turn to cards as a way to unexpectedly connect and make the world a kinder place As an expert in relationships Hallmark is consistently innovating and creating relevant products to help our younger consumers make deeper more meaningful connections with others Amy McAnarney Vice President and General Manager Key Accounts and Development 2019 Hallmark Licensing LLC As millennials get married and have children they begin to recognize the importance of relationships in their lives and search for ways to strengthen those bonds Meanwhile as they and younger emerging generations grow up in an increasingly digital world that encourages political social and emotional awareness they are looking for ways to improve their emotional well being and surround themselves with positivity and good It is no surprise then that younger generations are turning to greeting cards as a way to create genuine authentic connections and put more good into the world According to Hallmark research millennials represent 20 of the dollars spent on greeting cards and are growing their spending faster than any other generational segment This summer Hallmark is reaching out directly to younger generations by launching an all new curated assortment of cards called Good Mail Featuring diverse artists trendforward designs and an authentic voice Good Mail cards focus on unique modern real takes on life that reflect todays relationships With a focus on emotional well being Good Mail offers more captions for mental wellness and millennial life events as well as more LGBTQ captions Most cards are non occasion specific allowing the sender to choose when they want to send a card and let someone know they matter Good Mail appeals to consumers who are optimistic have an eye for design and are looking for unexpected ways to connect and make the world a kinder place one card at a time Good Mail cards are printed at the Hallmark Production Facility in Lawrence Kan right in the heart of the U S 86 86 of millennials say greeting cards are a good way to let someone know they are special Hallmark Insights Analytics Quantitative Research 2017
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