Hallmark captures 2021’s ‘All the Feels’ in their very first ‘Year in Expression’ video |

KANSAS CITY, Missouri, December 16, 2021 / PRNewswire / – Hallmark Cards, Inc., the company known for inspiring people relationships and emotional expression, today launched its very first Video Year in expression to capture and celebrate the trajectory of America’s emotional journey in 2021.

The company has followed sentiment trends based on research, purchases and uses of Hallmark products, and found that compared to last year, 2021 has been a year filled with hope and promise.

“As each year draws to a close, most of us can’t help but look back and relive the specter of moments and emotions that have filled our year and filled our hearts,” said Lindsey Roy, Hallmark Marketing Director. “In 2020, Americans shared the difficult experience of lockdowns and social distancing. Unsurprisingly, we sought meaningful connections with our loved ones through heartfelt, heartfelt cards that were a bit more serious. This year, we saw a certain shift to expressions of romance, playfulness and gentleness. “

The year of love and romance: it seems the distance Is it that make the heart more loving. After a year in which distance between loved ones was the defining theme for so many, Americans have said goodbye to blockages and hello to parties and reunions with family and friends. Love and romance were the strongest themes throughout the first quarter of 2021, and unlike 2020, they remained stable throughout the year.

The trend has three main drivers:

  • Weddings and engagements are back in force in 20211 after the grief of empty altars at the height of the pandemic. This year, American couples were determined to move forward with their plans, get married, and commit to celebrating a life of love together. As Americans turned to Hallmark to share their celebratory wishes, online sales of wedding and engagement cards rose 19% in the first ten months of 2021 compared to the same period in 2020.
  • Reunions: A return to travel allowed us to relive the love of being together with dear family and friends and we were finally able to embrace our parents, grandparents, siblings, aunts, uncles, cousins ​​and best friends in real life.
  • It’s not over: Hallmark saw a significant surge in romance during the month of September that continued through the end of the year – with Americans sending out twice as many cards with a romantic tone in October and November of this year compared to last year. . This could be explained by the fact that single Americans are teaming up for “handcuff season” – or the desire to go into hiding during the winter months with someone by our side.

Softer and more playful

Call it the Ted Lasso effect – as the popular TV show debuted its second season this year, expressions of playfulness were three times higher in 2021 than in 2020. The nervousness, sarcastic humor and tones seriousness that defined 2020 were down 57% as they gave way to sentiment and benevolence, and with Americans resuming more normal lives in the spring and summer of 2021, we shared some whimsical and nostalgic cards with light and dynamic messages.

Less is more

After a 2020 filled with long video calls and huge strings of text, Americans have been looking for ways to succinctly express their feelings. Sales of cards labeled as ‘short and simple’ or ‘simply stated’ increased 82% in January – November 2021 compared to the same time last year, especially during the summer months as we chose to go out and spend time reconnecting with our friends and family in a natural setting. Popular national parks like Yellowstone saw record number of visitors in 20212 as Americans indulged in outdoor recreational activities and escaped to rural destinations to satisfy their urge to travel3.

It’s the season to be thoughtful and sincere

As the end of the year approaches, the defining emotion in America is thoughtfulness, as we reflect on what we’re most grateful for – often the simple things in life – like love for one another. for others, the importance of family and friends and gratitude for the moments of unity that 2021 has brought. Thoughtful cards gained popularity in September and continued to gain traction through the end of the year, with thoughtful and enjoyable card sales up 51% in November 2021 compared to november 2020, as Americans have shown sincerity to one another after two years of difficult events.

And with the holiday season well underway, Americans are building on that sentiment. Thinking back to the current year, with a gaze on the one that is about to unfold, our expressions of love are punctuated by a perceptible and underlying sincerity.

It’s a wrap!

The Year in Hallmark’s Expression can be viewed by anyone interested in seeing how Americans loved, performed, cared for and lived their lives in technicolor throughout 2021. Before officially wrapping up this year, Hallmark invites Americans to add their own stories and feelings from 2021 in the comments section of the video.

About Hallmark’s Year in Expression

The year in Hallmark expression is based on an analysis of Hallmark.com e-commerce data from 2020 and 2021, comparing how sales of products expressing certain sentiments and relating to specific seasons and occasions differed from the average and from year to year.

About Hallmark

For more than 100 years, the family-owned Hallmark Cards, Inc. has been dedicated to creating a more emotionally connected world. Based in Kansas City, Missouri and employing 27,000 people worldwide, the approximately $ 3.5 billion company operates a diverse portfolio of businesses. the Global brand The company sells greeting cards, gift wrap and related products in more than 30 languages ​​with distribution in nearly 100 countries and 100,000 roofs worldwide, including a network of Hallmark Gold Crown stores owned by the company and self-employed in five countries. Crayola® offers a wide range of art supplies and creative toys designed to stimulate the creativity of children around the world. Crown Media Family Networks operates three cable channels – Hallmark Channel, Hallmark Movies & Mysteries and Hallmark Drama – in addition to Hallmark Publishing, a leading publisher of eBooks, audiobooks and print editions, and Hallmark Movies Now, a streaming service by subscription. Crown Center is a real estate development company that manages the hotel, offices, entertainment, and 85-acre residential campus surrounding Hallmark’s corporate headquarters. For more information visit Hallmark.com. Connect to Facebook, Twitter, Instagram, Pinterest, LinkedIn and Youtube.

1 https://wedding.report/index.cfm/action/blog/view/post/pid/1606/title/2021_Covid_19_Wedding_Market_Update

2 https://www.nps.gov/yell/learn/news/21024.htm

3 https://news.airbnb.com/2021-travel-report/

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SOURCE Hallmark Cards, Inc.



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