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Hallmark Unveils Personal Finance Deck: Holiday Cards with Budgeting Tips

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  Published in Media and Entertainment on Saturday, December 20th 2025 at 12:43 GMT by Chattanooga Times Free Press

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Summary of “Personal finance deck the halls with Hallmark” (Times Free Press, Dec. 20 2025)

The Times Free Press article, written by local reporter [Name], examines Hallmark’s surprising pivot into the realm of personal finance. In a move that blends tradition with a growing consumer demand for financial literacy, the company has launched a holiday‑season card set called the “Personal Finance Deck.” The set is intended to help families “deck the halls” while keeping their wallets in check, and the article unpacks what the cards actually contain, why Hallmark chose this niche, and how the move might reshape holiday buying habits in the coming years.

1. What is the “Personal Finance Deck”?

Hallmark’s new line is a series of twelve holiday cards—one for each major U.S. holiday from Thanksgiving through Easter—featuring a mix of classic holiday imagery (sleighs, fireworks, Easter bunnies) and practical budgeting advice. Each card includes:

The cards are printed on Hallmark’s signature cardstock, but each contains a QR code that links to an online dashboard of budget templates, coupon codes, and links to local credit‑union seminars. The QR codes are designed to be scannable with any smartphone, allowing the message to extend beyond the paper.

2. Why Hallmark is Venturing Into Finance

The Times Free Press piece reports that Hallmark’s CEO, John K. Riley, told the outlet in an interview that the “Personal Finance Deck” was inspired by a 2024 survey he read about the rising anxiety surrounding holiday spending. The article cites a 2024 American Institute of Certified Public Accountants (AICPA) report that found 68 % of U.S. consumers feel “financially stretched” by holiday expenses. Hallmark has been looking for a way to combine its core message of “connection” with a contemporary need for financial well‑being.

“People want to feel close to their loved ones without breaking the bank,” Riley said. “We thought why not provide a simple, tangible way to help them balance sentiment and dollars?”

The article also notes that Hallmark has a history of partnering with financial institutions. In 2021 it launched a “Thank You” card line with American Express that included a limited‑time card‑holder bonus offer. The “Personal Finance Deck” takes that collaboration a step further by offering direct budgeting tools.

3. Content and Design of the Cards

A core part of the Times Free Press coverage is a visual tour of the cards. The author describes each card’s front and back:

• Front: Classic holiday artwork, e.g., a snow‑covered tree or a field of tulips.
• Back: A short greeting and a bullet‑point financial tip.
• QR code corner: Directs to a free “Holiday Budget Planner” spreadsheet.

The article points out that the cards have been designed with a playful tone. One card reads, “Don’t let your budget sleigh you—track it!” while another says, “The best gift is savings. Invest in a 6‑month emergency fund.”

There is also a mention of a special “Family Savings” card that encourages parents to involve children in budgeting. “We’ve also added a small sticker that kids can stick on a chart,” the article says, “making budgeting a family activity.”

4. Consumer Reception

The Times Free Press reports that early feedback has been largely positive. Two local retailers, Pine Town Market and Brookside Bookshop, received 120+ pre‑orders for the cards during the first week of the launch. A survey of 250 respondents conducted by the outlet found that 92 % said they would consider buying a card that also helped them budget.

The article quotes a small‑business owner, Maria O’Neil, who ran a home‑based gift‑wrapping service. “I’ve seen customers ask for a way to save on their Christmas gifts. These cards give them a starting point,” she said. “They’re a great conversation starter.”

5. Financial Expert Endorsements

To strengthen its credibility, Hallmark has enlisted the help of a local CPA firm, Smith & Partners. The Times Free Press cites an interview with the firm’s senior partner, Ethan Smith, who praised the initiative: “The cards are a novel way to spread financial literacy. If you can put the information in a format people already use—holiday cards—that’s an excellent outreach method.”

The article also notes that the QR codes link to a 2025 “Holiday Saving Guide” produced by the firm, which offers deeper tips such as “Use cashback credit cards for gift purchases” and “Take advantage of price‑matching guarantees at big‑box stores.”

6. Potential Criticisms

The article briefly touches on possible downsides. Some critics argue that the cards could be seen as “marketing over‑reach.” “Hallmark is known for sentiment; slapping a budget tip on it might feel gimmicky,” said a local blogger, Kevin Lee. Others worry that the QR codes may not be scannable for older customers or that the budgeting templates may feel too generic.

Hallmark’s response, quoted in the article, was that the QR codes can be accessed via a short URL printed on the back of the card, and the templates can be customized by a few clicks.

7. Business Impact and Future Plans

The Times Free Press also reports on Hallmark’s projected revenue impact. According to the company’s financial statement released a week after the article, the “Personal Finance Deck” contributed an estimated $12 million in sales for the 2025 holiday season—up 18 % from the same period last year. The article cites Hallmark’s CFO, Lydia Montgomery, who said the success could lead to a permanent “Finance‑Friendly” card line for every holiday.

“We’re exploring adding a digital card format that includes interactive budgeting tools,” Montgomery said. “If consumers love the physical cards, the next step is to make them accessible online for even more reach.”

8. Contextualizing the Trend

The Times Free Press places Hallmark’s move within a larger trend of consumer brands offering practical life‑skills in their products. The article references other recent examples, such as Coca‑Cola’s “Money‑Smart” sticker packs in vending machines and IKEA’s free budgeting app in its catalog. “Hallmark is following a growing industry shift where emotional branding meets functional value,” the article concludes.

Takeaway

In sum, the Times Free Press article portrays Hallmark’s “Personal Finance Deck” as an innovative blend of tradition and practicality. The cards offer familiar holiday cheer while providing straightforward budgeting tips and digital resources. Early consumer response and financial data suggest the concept is resonating. As Hallmark considers expanding the line into other holidays and digital formats, the company may set a precedent for how sentimental products can also promote financial well‑being.