-->

Hallmark Cards to end eCard business in April

By Madison Parry

In just over a month on April 30, 2021, Hallmark Cards Inc. will bring to a close its eCard business. The service allowed individuals to choose from a selection of digital cards to send via email. Hallmark said it intends to focus on new digital capabilities and that the end of the service will not impact jobs.

The nation’s largest greeting card retailer, Hallmark Cards Inc., has announced it will be ending its eCards business effective April 30, 2021.

According to Hallmark, interest in the eCard business is strong. A 2019 report however shows strengthening competition in the electronic cards arena has created difficulty for Hallmark. 

The cancellation of the service will bring to a close Hallmark’s 15 years of eCard services. The company said the decision will not affect jobs.

Moving forward, Hallmark plans to continue investing in new digital projects and to, “…concentrate on developing new and innovative services.”

According to a report by IBISWorld, it expects sales will grow by nearly 9 percent in 2021 and that the number of businesses selling eCards will have grown by around 11 percent from 2016 to 2021. 

According to Hallmark’s eCard website, the automatic renewal for all subscriptions will be turned off, beginning March 31, 2021. Subscriptions will expire on their renewal date in April and eCards can be sent until the subscription expiration date.

Hallmark also noted that for those with time left on their subscriptions after April 30, that it will be canceled and they will be issued a refund for the remaining time.