Greeting cards have become a must for every special occasion in America, and Hallmark is the leader in the greeting card market. The reason cards are so popular is because they appropriately address numerous situations. By sending a card you show you show the recipient you thought of them and took the time to send a card. Picking out a card is quicker than writing a letter (extremely quick in Hallmark store where they are organized in very specific categories). Also though cards are inexpensive, they let someone know you at least spent a couple bucks on them. If you send a Hallmark card, you send the impression you were willing to spend extra on them which in our society means it must be extra special. Hallmark has come to identify itself with quality cards that are a simple way to show you care.
             Hallmark has established itself by developing a reputation as the greeting card standard, and Hallmark stores show dedication to this niche. By devoting entire stores to cards and organizing them specifically according to tone, recipient, sender, and occasion, it is guaranteed a buyer will be able to quickly find exactly what they want. Purchasing greeting cards is a fairly quick decision, but it involves the buyer more than most routine purchases because the card is a reflection of them and the way they feel about a loved one. Birthdays, graduations, and weddings are three common occasions when people send cards, and they are three unique decisions. Birthdays being a rather routine event require little thought. The point of a birthday card is to provide a little chuckle and let the recipient know you remembered. Cards celebrating wedding are less common purchases. These cards are more formal and there is less variety among choices, but they require time to select the particular card that best suits the couple and the sender's relationship to them. A graduation card would require the most time and thought in selec
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