Hallmark's Mahogany cards and cards sold at ChilliMelon.com are two examples of ethnic greeting card lines. Mahogany cards, which are targeted toward African Americans, are widely available nationwide at Hallmark Gold Crown stores and other greeting card retailers. Chilli Melon is an online retailer of multicultural cards targeted toward Asian and black communities.
Hallmark's Mahogany line of cards was first created in 1987 as a 16-card promotion to target the African-American community. In 1991, Mahogany released a full line offering cards for holidays such as Valentine's Day, Christmas, Kwanzaa and Mother's Day as well as birthday, wedding and sympathy cards. As of 2015, Mahogany's top five markets are Washington, D.C., New York, Chicago, Philadelphia and Atlanta. Hallmark publicizes that the Mahogany line is the broadest line of cards offered to African Americans in the United States.
Chilli Melon offers multicultural greeting cards on its website. Asian cards are primarily targeted to those of Indian descent and help to celebrate holidays such as Diwali, Raksha Bandhan and Eid in addition to Valentine's Day, Mother's Day and Father's Day amongst others. Birthday and wedding cards are also available. Chilli Melon also markets cards to African Americans for birthdays, weddings, Easter, Father's and Mother's Day, and Valentine's Day.