Hallmark named top greeting card brand in Harris Poll study

KANSAS CITY, Mo. — Hallmark Cards has come out on top of Harris Poll’s EquiTrend Study in the greeting cards category for the seventh year in a row. Hallmark Cards received the highest numerical equity score among greeting cards brands this year.

“Today, more than ever, we need to enrich our lives with more personal connections, thoughtful gestures and caring,” Hallmark brand management and development manager Becky Smith said. “Hallmark has strived to do this for more than 100 years, and this distinction is an encouraging reminder that our consumers appreciate the work we strive to do every day.”

The brand’s equity score is measured by a calculation of familiarity, quality and purchase consideration among more than 102,000 surveyed U.S. consumers. It also came out on top in the study’s ranking of “most loved” and “most trusted” greeting card brands.

“As a brand built on enhancing relationships, we know we must reflect that principle in our relationships with our retail partners,” Hallmark Cards chief customer officer Sabrina Wiewel said. “Retailers are often the front lines in our interaction with consumers, so we continue to strengthen our partnerships, offer the best mix of products and elevate the shopping experience at each store to ensure consumers feel a strong personal connection with our brands.”

The company produces roughly 10,000 new and redesigned greeting cards annually with its products selling in more than 40,000 retail outlets nationwide. For the full Harris Poll findings, click here.