This is the power of marketing and branding. Y'see, I have never really been one for cards. They're…read morenice but I usually drop the ball on Christmas cards, birthday cards and all the other cards. It tends to be a big holiday/occasion where I hop on the card train. I have nothing against cards. I just don't think about them. I fall squarely outside of the card-conscious demographic.
My mother, on the other hand? Loves cards. Specifically, she loves *Hallmark* cards. There was a campaign in the 80s (I think) that was all about if you *really* care about someone, you'll give them a card from Hallmark. The commercial laid it on thick, with the recipients going so far as to check the back of the card to make sure it came from Hallmark. A bold approach, to be sure, but an effective one. From that campaign on, there would be nothing other than Hallmark cards in and out of the T household. So, to this day, when I make the effort to send cards, they're Hallmark cards. I'm fully conditioned.
And now, with every other day being some sort of holiday, there's a corresponding card to go with it. Luckily for me, there are stores like Amy's. This is a Hallmark homestead. Large, bright, well-apportioned, and staffed by nice people, this store has everything you can want when it comes to gift-giving: cards, wrapping paper, bags, candy, mugs, ornaments, etc. I had no idea that the card industry had so many touchpoints... and that there were so many categories of cards. But, it does and there are. Considering by the healthy amount of traffic during my visit, I was the only person not to know this.
So, when you care enough to send the very best*, you know where to go. When you go, come to Amy's. There's a lot here to show you care.
*The marketing campaign nailed it. People don't market like this anymore.
