Target has begun selling a new line of greeting cards for same-sex couples. The Star-Tribune reports that the cards with messages such as 'Mr & Mr …a love story whose time has come!' and 'For two special women, one very special love' went on sale in mid-June.
From Star Tribune.
Same-sex marriages aren't recognized in most states, but Target stores nationwide are now selling greeting cards to celebrate them.
Placed on card racks under the headings of "For two special men" and "For two special women," the cards are adorned with phrases such as "Mr. & Mr." and "Two very special women, one very special love."
The cards hit shelves in mid-June, a month after the retailer began selling T-shirts with gay pride themes, and two years after Target drew a backlash for a $150,000 donation it made to a group backing Tom Emmer, the Republican gubernatorial candidate who opposed gay marriage.
Target offers a range of greeting cards that appeal to a variety of audiences, including the lesbian, gay, bisexual and transgender (LGBT) community, spokeswoman Molly Snyder said.
"Target is focused on diversity and inclusivity," she said.
The cards are made by Carlton Cards, a unit of American Greetings, whose spokeswoman Patrice Sadd said the company and Target jointly decided to offer "wedding cards relevant for everyone."
More businesses are courting the gay community, even at the risk of alienating some customers. Other companies, including Minnesota-based food giant General Mills, have publicly backed same-sex marriage -- a step Target hasn't taken.
Hallmark has been offering cards for same-sex couples to retailers since 2008, though Target doesn't carry that brand.
In November, Minnesotans will take to the polls to vote on a proposed constitutional amendment to define marriage as a union between a man and a woman.
Minnesotans for Marriage, a group opposing same-sex marriage, denounced Target for its gay pride support. When asked about the greeting cards, spokesman Chuck Darrell said in an e-mail that "people can love whoever they want, however they don't have a right to force same-sex marriage on all of society."
Historically, companies have worried that marketing openly to gay people would drive away other customers, said Witeck Communications CEO Bob Witeck, who studies the gay community.
"What Target and other marketers have figured out is it's not a zero-sum game," he said. "The rewards of marketing to gay households are greater than the perceived risks."