Hallmark has branched out a bit with its Mother's Day offerings, bringing on a new batch of greetings aimed directly at the lesbian crowd and the two-mom market.
One of the new card lines is to give to lesbian couples who have children; the other is for one lesbian mom to give to her lesbian partner, said Hallmark spokeswoman Kristi Ernsting, in The Blaze.
One card reads: “So happy I get to share this day with you — my partner, my love, my best friend.”
Another: “Moms do it all and they do it with ease, from helping with homework to bandaging knees. They’re coaches and confidantes, role models, too … whatever it takes they’ll do.” Flip to the inside, and the text continues: “How does anyone ever get by with just one?”
Hallmark did a similar reach-out to the gay community earlier this year, with specially designed Valentine’s Day cards to recognize and honor same-sex marriages.
At least one of Hallmark’s competitors, American Greetings, is refusing to go along with the pro-gay trend. That company’s spokeswoman, Patrice Saad, said the Mother's Day celebration is really “about a one-to-one relationship,” The Blaze reported.
Halllmark may have more in the works, however.
Company spokesmen indicated during a 2011 interview with NPR that more generic gay-friendly greetings are eventually going to be part of Hallmark’s line.