Still a Spot for Great Gifts Merchandise Trends at Hallmark Stores

By Sara Karnish

Hallmark has a long history of bringing family and friends together through greeting cards for all occasions, iconic collectible lines, and timeless gifts. Despite shuttering several brickand-mortar locations over the past decade, the Hallmark stores still in business continue to be vital members of their communities. These retailers serve customers through a combination of solid and beloved inventory, great customer service, and a commitment to changing with the times while staying true to Hallmark’s core business.

Kelley Holden , owner of Cynthia’s Hallmark and Boutique in Greenfield, Ind., with four locations throughout the state, said, “Hallmark ornaments and cards are the backbone of our business. Our customers love their ornaments and can't wait for the Ornament Premier in July and the Ornament Debut in October of all the new ornaments for the year. Hallmark has several series of ornaments that customers like to add each year, new series are always being added, and also finals in a series are highly sought. The collectors are huge, but the general Hallmark customers also love choosing ornaments for their trees, and for their families as well.” She said the Vera Bradley handbag and accessory line, Mud Pie dishes, Jim Shore, and Willow Tree collectibles remain their biggest sellers. She added, “We still sell the Department 56 houses (one of the few retailers in the country) and have a room devoted to these beautiful displays in two of our stores. We have many collectors of the regular series, but the Halloween and Christmas vacation sell to all of our customers. They buy it for themselves to make fun displays in their homes.” She added, “And we still sell thousands and thousands of Hallmark cards. The phrase, ‘when you care enough to send the very best’ still applies. Hallmark has beautiful cards, and our customers know how important it is to send a real card. It is always so fun to get a card in your mailbox!”

Cynthia’s Hallmark’s flagship store in Greenfield measures 15,000 square feet.

Speaking to the ornaments’ enduring popularity, another longtime Hallmark retailer, Patrick Jilek , owner of Crest Hallmark Card Shop in Richland, Wash., said they account for over 20% of the total revenue in his 4,200-square-foot store on an annual basis, yet are only available six months of the year. “Hallmark has built up a following over the last 40-plus years of traditions, not only with hardcore keepsake collectors, but a tradition of Mom or Grandma

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Showrooms: January 10–16, 2023

Temporaries: January 11–15, 2023