Hallmark’s Holiday Domination: from Greeting Cards to a $80 Million Programming Empire
Table of Contents
Hallmark has cemented its position as the undisputed king of the holiday season, commanding a important share of viewership and revenue with a massive expansion into original programming and immersive experiences. This year alone, the company boasts 80 hours of original holiday-themed content, signaling a strategic shift beyond its traditional greeting card roots.
A Century of Christmas Cheer
Founded in 1910 by an 18-year-old entrepreneur selling postcards, Hallmark built a legacy on connecting people through heartfelt messages. However, it was the company’s venture into television that truly propelled it to new heights. Hallmark’s foray into television began in 1951 with the Hallmark Hall of Fame. However, it was the launch of “Countdown to Christmas” in 2009 that truly transformed the company into a holiday entertainment powerhouse.This 24-hour-a-day programming block, now a 16-year tradition, showcases a vast library of original movies and holiday specials. today, hallmark Media operates three cable networks, including the Hallmark Channel, launched in 2001, and a subscription streaming service.
A content Juggernaut: 100 Movies a Year
Hallmark now produces approximately 100 movies annually, both holiday-themed and or else. While the privately-held company does not disclose specific financial figures, executives acknowledge the holiday season is a critical driver of entertainment revenue. This expansion into entertainment is a purposeful strategy to maintain cultural relevance across generations and diversify beyond traditional product lines. “Their television stations and experiences business allows them to stay culturally relevant while staying true to their origin,” noted a marketing professor.
Competition Heats Up, But Hallmark Remains Unfazed
The success of Hallmark’s holiday programming has spurred competitors like Lifetime and Netflix to create similar romantic comedies.However, Hallmark’s chief Brand Officer doesn’t appear concerned. “There’s a reason everyone else is trying to do this, and its because consumers are looking for this,” he said, emphasizing Hallmark’s unique legacy. “Hallmark’s legacy is rooted in celebrating holidays and Christmas, and no other business or brand has that.” Nielsen data supports this claim, showing that holiday features consistently account for over a third of total movie viewing time in December, reaching 42% in december 2021. In November, Hallmark commanded 1.2% of total viewership, surpassing competitor Lifetime’s 0.9%.
Beyond the Screen: immersive Experiences
Recognizing the power of direct engagement, Hallmark has expanded into the “experiences” business. This includes the popular Hallmark christmas Cruise and the Hallmark Christmas Experience festival in Kansas City, Missouri. “I think that’s one of the most brilliant business decisions they’ve made, and they’re expanding there as they have to,” said an analyst at Babson College. “It allows a connection between the consumer and the brand on a direct level in a way a movie can’t provide.” the inaugural Christmas Cruise sold out quickly, prompting the addition of a second voyage with a larger ship to accommodate demand.The cruises offer fans opportunities to participate in festive activities and interact with Hallmark actors, even spawning an unscripted show documenting the experience.
Evolving Storylines and Brand Partnerships
Hallmark’s feel-good movies, known for their happy endings and resolution of conflict, are increasingly diversifying their casts and plotlines, though experts suggest further progress is needed. To broaden its appeal, hallmark is also forging brand partnerships, including collaborations with the NFL – releasing films centered around the Kansas City Chiefs and Buffalo Bills – and a forthcoming project with Walt Disney Co. set at Walt Disney World, starring Lacey Chabert, dubbed hallmark’s “Queen of Christmas.”
hallmark’s evolution from a greeting card company to a holiday entertainment empire demonstrates a keen understanding of consumer desires and a strategic commitment to building a lasting brand experience. As one company official noted, Hallmark offers “a bit of a respite from what’s going on in the world right now,” providing a comforting and familiar escape during the holiday season.
