Most states don't recognize gay marriage -- but now Hallmark does.
The nation's largest greeting card company is rolling out same-sex wedding cards -- featuring two tuxedos, overlapping hearts or intertwined flowers, with best wishes inside. "Two hearts. One promise," one says.
Hallmark added the cards after California joined Massachusetts as the only U.S. states with legal gay marriage. A handful of other states have recognized same-sex civil unions.
The language inside the cards is neutral, with no mention of weddings or marriage, making them also suitable for a commitment ceremony. Hallmark says the move is a response to consumer demand, not any political pressure.
"It's our goal to be as relevant as possible to as many people as we can," Hallmark spokeswoman Sarah Gronberg Kolell said.
Hallmark's largest competitor, American Greetings Corp., says that it has no plans to enter the market and that its current offerings are general enough to speak to a lot of different relationships.
Hallmark, based in Kansas City, Mo., started offering "coming out" cards last year, and the four designs of same-sex marriage cards were gradually released over the summer and will be widely available by next year. No sales figures were available.
"When I have shopped for situations like babies or weddings for gay friends I have good luck in quirky stores," said Kathryn Hamm, president of Gayweddings.com.
"But if you are just in a generic store . . . the bride and groom symbol or words are in most cards," she said. "It becomes difficult to find some that are neutral but have some style."
The Williams Institute at UCLA School of Law estimates that more than 85,000 same-sex couples in the United States have entered into a legal relationship since 1997, when Hawaii started offering some legal benefits to same-sex partners.
It estimates that nearly 120,000 more couples will marry in California during the next three years -- and that means millions of potential dollars for all sorts of wedding-industry businesses.
Hallmark, known more for its Midwest mores than progressive greetings, has added a wider variety lately. It now offers cards for difficulty getting pregnant or entering rehab.
It pulled a controversial card that featured the word "queer" in the punch line after it was criticized by some customers and the Advocate, a gay magazine, last year. At any given time, Hallmark has 200 wedding cards on the market, including some catering to interracial or inter-religious marriages and blended families.
