I have been a Hallmark Keepsake Christmas Ornament fan since the late 1980′s when we discovered them. I was in Jr high at the time and the thought that a Christmas tree ornament could commemorate anything you want it to was liberating and fun. We ended up buying several ornaments each year until we had a full Christmas tree of just Hallmark Ornaments and white lights. We still buy hallmark keepsake ornaments every Christmas if they continue the series that we like. The classic cars, classic trucks and classic historic airplanes are three that my brother collects. He is determined to have a transportation only tree at some point, and after 15 years he is getting close to that. My mom and I prefer more winter and holiday themed ornaments and have bought some of the light and magic hallmark Christmas ornaments over the years.
This year might be the one exception to the rule, and it is mostly Hallmark’s fault. For some reason they don’t carry hallmark Christmas ornaments at Jewel food stores anymore. Maybe they aren’t as popular anymore? Maybe people have gotten tired of collecting them? Anyway there are also no Hallmark stores in downtown Chicago where I work and none in Oak Park where I live. So, trekking out to get these is getting more complicated. I wanted to order them on the Hallmark Website and in addition to the site being horribly organized and impossible to finding things THEY DON”T EVEN SELL THEM ONLINE!!! (what kind of organization system classifies ornaments by which series is starting and ending when everyone else just knows them by the cars theme? or their subject matter) WTF? Why wouldn’t a site like Hallmark have an ecommerce site? After all they have done to promote their brand they use the website just to drive people to an offline store? Have they learned nothing about the Internet since 1996??
I am an internet marketer so this is my business to know how people use the internet and what they want, and I can tell you for sure they do not want to have to shut off the computer, find their car keys and drive an hour to a flipping store. It is called point and click buying and last year more than 31 BILLION dollars were projected to get exchanged for goods online at Christmas. Why would Hallmark not want a piece of the pie? I think old people making risk averse decisions like this for a large company (who don’t know how or want to spend money to develop a website) end up screwing the company in the long run as they totally alienate the younger demographic. I can’t see the myspace or facebook generation being lured to a store to buy something when they twitter that they have to go to the bathroom online. I wish Hallmark would wake up and smell the propane and get with the way real people do business and shopping online.