KANSAS CITY, Mo. -- Hallmark Cards here will release new 99-cent cards to mass-market retailers beginning March 15. The company said it will back the release with a $50 million advertising and promotional campaign.
According to Hallmark research, busy, value-oriented consumers typically feel that premium cards are suitable for Mother's Day and other occasions that recognize close relationships. But, that same consumer looks for additional options when buying greeting cards for more informal or casual reasons. Research also indicates that with the low-price cards as an option people will purchase and send more cards.