Marketing

Hallmark gets more personal with greeting card strategy

Photo courtesy of Hallmark

January 6, 2025

Hallmark has launched Gift Card Greetings, featuring a physical card with a digital gift card for a more personalized gifting experience.

"When it comes to gifting, especially during the busy holiday season, customers want convenience and customizability, and that's exactly what Gift Card Greetings offer," Lauren Benson, senior director of creative product development at Hallmark, said in a press release. "Nothing compares to the feeling of opening a greeting card with a heartfelt message, and when combined with a surprise digital gift card that caters to the recipient's favorite store, restaurant or retailer, it's truly a gift that's perfectly suited for anyone."

Gift Card Greetings come in a wide range of designs for multiple occasions and seasonal celebrations, including birthday, new baby, wedding, anniversary, congrats, thank you and encouragement. To send a Gift Card Greeting, customers choose a design, scan the unique code inside the card to visit The Gift Card Shop, select a digital gift card from more than 100 brands, add a dollar amount, and handwrite a personalized message.

When the recipient opens the card, they simply scan the code and enter a four-digit PIN to redeem their digital gift card. More details on how Gift Card Greetings work can be found here.

Gift Card Greetings are powered by The Gift Card Shop, an e-commerce website managed by InComm Payments.