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50th Wedding Anniversary
Demand for 50th wedding anniversary cards continues. Nearly 3 million Hallmark 50th wedding anniversary cards were given in 1998, up just a little from 1997. A little over a million of Hallmark's 25th wedding anniversary cards were given in 1998, about a 5 percent increase over 1997.
One research arm at Hallmark researches social trends and another does business, statistical, consumer and product research. As a result, Hallmark knew there would be an increase in demand for 50th wedding anniversary cards and not only planned for more designs to be made available, but also created one special World War II 50th wedding anniversary card.
That card went on the market in 1991 and was extremely popular. More than 100,000 of the cards were predicted to be sold by the end of 1996. In fact, 350,000 of the cards were sold mid-year 1997 and the card continued to sell during 1998.
Because of that success and the change in events 50 years ago, Hallmark was aware that the nation had moved into an era of peace. As a result, in May of 1998, Hallmark offered a card that reflected the end of the war and newly married couples moving into an era of peace.
Marita Wesely-Clough, trends expert at Hallmark, says there probably never will be such a spate of 50th anniversaries as after World War II because of the reasons for the many marriages during those years. However, she predicts a sustained interest in 50th wedding anniversaries because people are living longer and the baby boomer population is larger than the WWII GI generation. As boomers move toward their 70s, expect an increase in celebrations.
She suggests keeping an eye on 25th wedding anniversary celebrations and card use to note what is happening with baby boomers as they celebrate their 25th anniversaries. That plus interest in reenacting their wedding vows on key anniversaries indicates a recognition that longevity in marriage is of special value.
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