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Hallmark Isn’t Sure How To Get Gays To Buy Gay Valentine’s Day Cards

Did you have trouble finding a Valentine’s Day card for your special someone? It’s not like CVS or Walmart has a “same-sex” section, leaving gays to troll the same schlocky options as breeders. But all that might change — if only card companies like Hallmark can figure out how to get its stock in front of the right customers.

Greeting card giant Hallmark has lines of cards for other demographics, such as the Mahogany line for African-Americans and Sinceramente for Spanish speakers. Although Hallmark doesn’t offer an LGBT line now, senior writer Andre du Broc says he thinks it will happen. “We’ve taken baby steps so far,” he says. He points to a few “coming out” designs and four same-sex union cards that were released when California legalized marriage for same-sex couples in 2008. “They’re performing on par with our regular wedding cards,” he says. “So we’re validated there that people do want these.”

Du Broc, who has served as chairman of Hallmark’s LGBT employee resource group, says the creative will from writers to make an LGBT line exists. He says what’s holding the company back is figuring out how to get the cards in front of the right people. He thinks Hallmark is being prudent in holding off until it can figure out how to do it right.

One tip: Don’t bother trying to target us at Target. And another tip: Hire David Ellis Dickerson.

[NPR]

By:           Max Simon
On:           Feb 14, 2011
Tagged: , ,

  • 12 Comments
    • ewe
      ewe

      I certainly hope Romeo Void’s writer is making some money off that slogan above since it is theirs in a song that little Justin Beiber’s people stole for their movie title Never Say Never.

      Feb 14, 2011 at 2:56 pm · @ReplyReply to this comment ·
    • ewe
      ewe

      Feb 14, 2011 at 2:57 pm · @ReplyReply to this comment ·
    • Cam
      Cam

      “”He says what’s holding the company back is figuring out how to get the cards in front of the right people. He thinks Hallmark is being prudent in holding off until it can figure out how to do it right.”"

      _________________________________________________

      So in other words, “How can we make money of gay people buying our cards without having to put the cards anywhere where straight people might have a hissy fit, have a stroke and die.

      My god, Will and Grace was nearly 2 decades ago, these people need to realize that I think the secrets out….straight people know we exist Hallmark. Sheesh.

      Feb 14, 2011 at 5:10 pm · @ReplyReply to this comment ·
    • the crustybastard
      the crustybastard

      @Cam:

      FWIW, Hallmark got attacked by the Godbotherers a few years ago. Same-sex bennies or something. The point is, they’re obviously doing something right.

      Feb 14, 2011 at 6:22 pm · @ReplyReply to this comment ·
    • lemon-lime
      lemon-lime

      Seriously, can we stop referring to straight people at ‘Breeders’? I don’t see how we’re any better than any of those assholes who call us fags if we’re calling straight people derogatory names.

      Feb 14, 2011 at 6:41 pm · @ReplyReply to this comment ·
    • alan brickman
      alan brickman

      Based on the song by Romeo Void…nice…

      Feb 14, 2011 at 7:41 pm · @ReplyReply to this comment ·
    • Rodrigo
      Rodrigo

      My problem would not be being able to find lgbt friendly cards- I could just go to hallmark.com. My problem, would actually be finding a tasteful card to give away. I mean , just because I am gay doesn’t mean it has to be sexualized or with sexual/phallic innuendo !

      Feb 14, 2011 at 9:10 pm · @ReplyReply to this comment ·
    • boo
      boo

      i think its fair to call not-friend-of-gays straight people ‘breeders’ because maybe they deserve some derogatory-ness too. but i dont call all straight ppl breeders.

      Feb 15, 2011 at 4:02 pm · @ReplyReply to this comment ·
    • colleen smith
      colleen smith

      i, myself am not glbt, however have family and close friends that are. i want to send appropriate greetings. i find it offensive that i cannot go into a card section and not be able to access the type of card required. why do we make this an issue, get over it move on. thank you…i needed this rant

      Dec 1, 2011 at 10:57 am · @ReplyReply to this comment ·
    • Rainbow Moments
      Rainbow Moments

      Rainbow Moments is a great Card Store that Caters exclusively to the LGBTQ Community. The cards are tasteful and aren’t offensive. And even if you think that they are you are free to contact the artist and voice your opinions. If you have any special requests for custom greeting cards for your loved one, they will design a greeting card just for you at NO COST!
      Great designs are added every month!

      It’s easy, affordable and great quality paper greeting cards that can be mailed to you or your recipient.

      Check them out at this link – http://www.greetingcarduniverse.com/rainbowmoments

      Jan 3, 2012 at 9:17 pm · @ReplyReply to this comment ·
    • Rainbow Moments
      Rainbow Moments

      There are a lot of Greeting Card stores out there now with a great variety of cards. They may be online but they do offer REAL paper Greetings!

      Rainbow Moments is a card store that Caters exclusively to the LGBTQ Community. The cards are tasteful and aren’t offensive. And even if you think that they are you are free to contact the artist and voice your opinions. If you have any special requests for custom greeting cards for your loved one, they will design a greeting card just for you at NO COST!
      Great designs are added every month!

      It’s easy, affordable and great quality paper greeting cards that can be mailed to you or your recipient.

      Check them out at this link – http://www.greetingcarduniverse.com/rainbowmoments

      You can always leave suggestions for the artist about what you’d like to see more of.

      Jan 3, 2012 at 9:21 pm · @ReplyReply to this comment ·
    • Rainbow Moments
      Rainbow Moments

      There are a lot of Greeting Card stores out there now with a great variety of cards. They may be online but they do offer REAL paper Greetings!

      Rainbow Moments is a card store that Caters exclusively to the LGBTQ Community. The cards are tasteful and aren’t offensive. There are cards that show support, love, civil unions, invitations etc… If you have any special requests for custom greeting cards for your loved one, they will design a greeting card just for you at NO COST!

      It’s easy, affordable and great quality paper greeting cards that can be mailed to you or your recipient.

      Check them out at this link – http://www.greetingcarduniverse.com/rainbowmoments

      You can always leave suggestions for the artist about what you’d like to see more of.

      Jan 3, 2012 at 9:23 pm · @ReplyReply to this comment ·

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