The landscape of personalized communication is undergoing a significant transformation, leaving its mark on even the most established players. Banner's Hallmark, a familiar name in the greeting card industry for over half a century, has recently filed for Chapter 11 bankruptcy, marking a pivotal moment in its history and reflecting broader challenges within the sector. This development underscores the evolving preferences of consumers, who are increasingly gravitating towards digital alternatives.

For 55 years, Banner's Hallmark served as a cornerstone for individuals seeking to express heartfelt sentiments through tangible cards. However, the convenience and immediacy of digital communication have significantly disrupted traditional methods. This shift has impacted the entire greeting card publishing industry, resulting in declining revenue and forcing companies to adapt or face the consequences.

Industry forecasts paint a concerning picture for the future of physical greeting cards. Revenue is projected to decline to $5.6 billion by 2025, a further dip from the $5.7 billion estimated for 2024. This continued downward trend reflects the increasing preference for digital cards, calendars, and planners, particularly among younger generations who are more accustomed to online platforms.

The rise of social media and e-cards has fundamentally altered how people celebrate special occasions. Instead of purchasing a physical card, many now opt to send a quick message or a digital image through platforms like Facebook, Instagram, or WhatsApp. This shift has led to decreased demand for traditional greeting cards, forcing chains to close stores and, in some cases, file for bankruptcy.

Banner's Hallmark, a gift specialty company that originated in the 1970s, filed for Chapter 11 bankruptcy protection, as reported by various news outlets. The company, along with 40 of its affiliates, made the filing, signaling the extent of the financial difficulties it is currently facing. Details about the affiliates can be found in court documents related to the bankruptcy proceedings.

Headquartered in Gaithersburg, Maryland, Banner's Hallmark experienced significant growth over the years, expanding from a single storefront to a chain of 39 Hallmark Gold Crown Stores across Virginia. This expansion reflected the company's success in catering to customers' needs for personalized greeting cards and gifts. Information about the company's history and growth can often be found on its official website or in local business directories.

Banner's Hallmark carries a diverse range of merchandise from well-known brands, including Disney, Hallmark, Peanuts, and Vera Bradley. This variety allowed the company to appeal to a broad customer base with different tastes and preferences. The presence of these popular brands likely contributed to the company's initial success and recognition.

Despite the bankruptcy filing, Banner's Hallmark stores will remain open for business, according to the company's bankruptcy attorney, Maurice VerStandig, as reported by various news sources. This decision suggests that the company intends to restructure its operations and continue serving its customers, albeit under different financial circumstances.

However, Banner's Hallmark has faced challenges in the past, including the closure of two stores in Virginia in January 2019. These closures hinted at the financial pressures the company was experiencing even before the recent bankruptcy filing. Store closure announcements are typically made through press releases or local news outlets.

Hallmark Cards, the parent company of the Hallmark Gold Crown stores, has also experienced significant store closures in recent years. This trend reflects the broader challenges facing the entire greeting card industry. The number of Hallmark store closures is often tracked and reported by industry analysts and news organizations.

The closure of greeting card stores could potentially impact millions of consumers, as Americans purchase an estimated 6.5 billion greeting cards annually, according to the Greeting Card Association. The peak seasons for greeting card purchases are typically around Christmas and Mother's Day, highlighting the importance of these holidays to the industry.

Interestingly, the decline of traditional greeting card stores might not significantly affect shoppers who are seeking more affordable options. Many consumers have expressed concerns about the rising cost of greeting cards in recent years, leading them to explore alternative retailers with lower prices.

In 2023, one social media user complained about the high cost of greeting cards, stating, "When did greeting cards get so expensive? I hate spending a minimum of $5.00 on a nice greeting card." This sentiment reflects a growing trend among consumers who are seeking more budget-friendly ways to express their sentiments.

In response to the high cost of traditional greeting cards, many social media users have suggested shopping at discount retailers like Dollar Tree, Trader Joe's, and Aldi. These stores offer a wider selection of greeting cards at significantly lower prices, making them an attractive alternative for budget-conscious shoppers.

A former Dollar Tree employee confirmed the affordability of greeting cards at the discount retailer, telling Newsweek in June, "Dollar Tree is still the only place I'll buy greeting cards." The former employee highlighted the price difference, noting that Dollar Tree offers a wide variety of cards at two for $1, while drugstores and stationery stores charge $5 or more.

Bankruptcy, in its essence, is a legal process designed to assist companies in managing and eliminating debts that they are unable to repay. This process provides a framework for businesses to reorganize their finances and potentially continue operating, albeit under revised financial conditions.

Chapter 11 bankruptcy, a common option for companies seeking financial restructuring, allows businesses to reorganize with the goal of remaining operational. This may involve selling off assets, renegotiating debts, and implementing cost-cutting measures to improve the company's financial stability. Legal resources provide comprehensive information about Chapter 11 bankruptcy proceedings.

In contrast, Chapter 7 bankruptcy involves the liquidation of a company's assets to pay off creditors, ultimately leading to the closure of the business. This is a more drastic measure typically taken when a company is unable to restructure its finances and continue operating. Detailed explanations of Chapter 7 bankruptcy are available through legal websites and publications.

Chapter 15 bankruptcy, on the other hand, facilitates collaboration between American and foreign courts in bankruptcy proceedings involving multiple countries. This type of bankruptcy is particularly relevant for companies with international operations and assets. The Department of Justice provides resources related to Chapter 15 bankruptcy.

Newsweek previously reported that Hallmark Cards operated approximately 2,000 stores in the United States. However, as of July 2025, the number of Hallmark stores in the country has decreased to 1,146, according to IBIS World. This decline underscores the challenges facing the company and the industry as a whole.

IBIS World's analysis indicates that the greeting card industry will face additional challenges due to increased tariffs on imported paper and raw materials. These tariffs will likely increase expenses for companies, potentially impacting their profitability and competitiveness.

According to IBIS World, publishers will face difficult decisions regarding whether to absorb the increased costs or raise prices for consumers. Raising prices could potentially affect demand, as consumers may opt for cheaper alternatives or reduce their overall spending on greeting cards.