Bittersweet Holiday Greetings, From Hallmark to You

Are today's trying economic times permeating even the most standard of holiday greetings? Hallmark seems to think so.

In a Wall Street Journal article by Kevin Helliker, the card maker is clearly trending toward bittersweet holiday tidings:

Hallmark might expand its line of difficult-times cards, based on "what I see in the marketplace, in society in general and in families," says Mr. (Mark) Andrews, the product manager. ... "We don't have to have a lot to have everything," says one card. Adds another: "We can still hold on to the things that will never change."

Hallmark's chief rival, American Greetings (NYSE: AM  ) , has taken a different tone, remaining focused on optimism and steering clear of the economic tumult altogether.

So what will consumers do this holiday season? Will they venture into Hallmark's new offerings, or stick with the likes of American Greetings or competitor CSS Industries (NYSE: CSS  ) ? What kind of holiday-card message would you recommend? Sound off in the comments box below.

Hope Nelson-Pope is online coordinating editor at The Motley Fool. She owns none of the companies mentioned in this article and has yet to send a single holiday card this year. The Motley Fool has a disclosure policy.


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  • Report this Comment On December 08, 2009, at 4:26 PM, RichCancilla wrote:

    I believe most consumers think REAL hard about the message when sending. The "consolation" greeting just isn't a positive and uplifting message.

    It certainly is hard to make a judgement on the entire range of products based on the verse noted above. However, since there are SO many choices in greeting cards, I believe most consumers would opt for a more motivational or encouraging message.

    The words "still hold on" and "never change" sound like they are being said by somebody who has given up.

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