On this high holy day of consumerism, a story on NPR’s Morning Edition pointed out how difficult it can be to find Valentine’s Day cards for same sex partners (you can read or listen to the story here). Despite a plethora of cards tailored to other demographics, no major greeting card company currently offers cards targeted to the GLBT community.
However, Andre du Broc, a senior writer for industry giant Hallmark, thinks that soon may change. “We’ve taken baby steps so far,” he says, referring to the company’s line of gay marriage cards released in 2008 when California legalized same sex marriage. He thinks the company realizes the potential of the GLBT market, but they are being prudent in determining how to get the cards in front of the right consumers.
Judging by the market size and buying power of gay Americans and our proclivity for giving each other cutesy cards, I would guess there’s plenty of money to be made in the gay greeting card business!