“The Hallmark Affect”

Yesterday was Valentine’s Day and I hope you shared your love for your love ones.  Gentlemen, it is too late to get that special person in your life a card now.  I hope your didn’t forget.  The Hallmark affect is significant.  Only behind Christmas does Valentine’s Day Card purchases fall for holidays.  Of course the most cards sold are your daily birthday cards.  But there were, on average, 144 million Valentine Cards sold by yesterday.  

Hallmark, still a privately owned company, has the market for cards.  If you watched the Super Bowl on February 5th, you saw a Hallmark commercial celebrating the love of one for another across the different classes, races, and sexual orientations.  Here are just a few statistics taken from Hallmarks 2015 report.

Total number of Hallmark greeting cards purchased in 2015 was 4,750,000,000.  Total annual revenue for Hallmark Cards was $4,250,000,000.  Number of languages Hallmark Cards are printed in 30.  Total number of countries Hallmark cards circulate in 100.  Total number of year round design selection for Hallmark card 21,000.  Total number of Hallmark Cards made specifically for Valentines day 1,400.  Total number of worldwide full-time Hallmark employees 13,000.  Total number of new and redesigned greeting cards each year 10,000.  Total number of Hallmark products available at any one time 49,000.  Total number of Hallmark retail outlets in the U.S. 38,000.  

The Holidays ranked in order: 1. Christmas (including boxed and individual) 1.5 billion.  2. Valentine’s Day (including boxed and individual) 144 million.  3. Mother’s Day 133 million.  4. Fathers Day 94 million.  5. Easter 57 million.        6. Halloween 20 million.  7. Thanksgiving 10 million.   8. St. Patrick’s day 8 million.  These are some significant numbers both in dollars and number sold.  I would say Hallmark has a market niche and has capitalized on it.

Why is this so?  Why are we compelled to buy a Hallmark Card for someone?  I believe there is only one reason, only one!  It is our desire to show someone else our love/care for them.  There is really no other reasons to spend on average $2 to $4 for a Hallmark Card.  And Hallmark knows that and has magnificently captured that market.

Why bring this up, except for the fact we just celebrated Valentine’s Day yesterday?  Good question!  I’m glad you asked.  The “Church” should learn from this marketing genius.  We could learn from the “Hallmark Affect.”  The church, the very body of Christ, has a wonderful story of “Love” to tell.  We the church, have a story of love that pales to any other story, any other relationship, any other possible future outcome of this relationship.  We have a wonderful card, “The Bible” to share with others.  We can give it away, share it personally, lift out excerpts for almost any occasion.  If someone is down, there is a card in scripture for that.  If someone is grieving, there is a card in scripture for that.  If someone is celebrating, there is a card in scripture for that.  If someone is lost and has no direction, there is a card in scripture for that.  

Here is the thing folks, the Card for God has been written for every occasion, but unless we share the card with our love ones, our friends, those we meet, it is but a card left on the shelf.  But when we share the love that is in this card, when we share it passionately from our heart, the Hallmark Affect takes over.  You see, when we share God’s love from His special “CARD” to us and do so in love, then we just sit back and watch it work.  Oh, sometimes it is not immediate.  Sometimes it takes time, but His special Card to us has power, has a way of sticking to us as His Holy Spirit works.

Probably one of the most quoted verses in all of scripture is John 3:16.  We see it on signs at sporting events, on the side of walls in cities across America and yes even on greeting cards.  But it tells the story.  Maybe we need to re-instate the verse in our vocabulary.  It is a very powerful statement of the love God has for us.  Remember:  “For God so loved the world, that He gave His only begotten Son, that whoever believes in Him shall not perish, but have eternal life.”  

It is really very simple!  Share what God has done for you!  Share His “Love Letter” (Scripture), His Card, with those you love, for this “Card” can have eternal affects.

Just a closing question.  If we are willing to spend 4.2 Billion dollars on 4.7 Billion Hallmark Cards, then can’t the church share with those they love the one love letter/card that makes an eternal difference in a life?  Just saying!!!

Blessings friends,

Pastor Marty

Worship, Grow & Serve