Hallmark Bets People Still Want to Send Paper Cards, but From Their Phones

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Hallmark Bets People Still Want to Send Paper Cards, but From Their Phones
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Hallmark has rolled out a way for people to handwrite a note and add it to a paper greeting card, without buying a stamp or going to the mailbox

Hallmark Cards Inc. has rolled out a way for people to handwrite a note and add it to a paper greeting card, without buying a stamp or going to the mailbox., which let users send an unlimited number of e-cards for $5 a month. That service accounted for 2.7% of Hallmark’s revenue as of this year, according to estimates from IBISWorld Inc., a research firm.

U.S. sales of paper greeting cards are in decline, falling to $4.4 billion in 2020 from $5 billion in 2019, according to IBISWorld. Over that time, U.S. sales of e-cards grew to $1.3 billion from $1 billion, IBISWorld said. E-cards are usually sold through subscription services that let people customize the cards with songs or videos that mention the recipient’s name.

To use Hallmark’s Sign and Send, people need to handwrite a note on blank white paper with black ink and take a photo of the message using a mobile device. Users then upload the image, crop or rotate it, and fill in details including the recipient’s address. Users can also choose to type a message instead and tweak the font, size and alignment.

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