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Hallmark was founded in 1910 to capitalize on the postcard craze sweeping the US. As that trend faded, the company pioneered folded greeting cards with envelopes, to celebrate Christmas and Easter before expanding into wrapping paper and stationery. Since 1951, Hallmark has also produced Christmas movies, and today its products are sold in more than 100 countries with annual revenues of half a billion dollars in 2019. Growth has been driven by geographic expansion and the company’s ability to identify new occasions and reasons to send messages of support, thanks, or celebration. The types of cards Hallmark has promoted over the decades reflect shifts in U.S. social history.

References:
Hallmark's global reach
Hallmark's annual revenues
Hallmark's history