Hallmark Privacy Policy
Last Updated: July 29, 2026
Welcome to Hallmark! As part of our goal to help people create a caring and more connected world, Hallmark Marketing Company, LLC, Hallmark Media United States, LLC, Hallmark Business Connections, LLC, and DaySpring Cards, Inc. (collectively, “Hallmark,” “we,” “us,” “our”) collect information about you. This Privacy Policy (“Privacy Policy” or “Policy”) describes how we collect, use, and disclose your personal information and any rights you may have with respect to such information. It governs personal information we collect through our website(s), microsite(s), mobile website(s), and device applications (collectively, “Sites”) and personal information we collect from you or third parties through any other means to provide our products and services, operate our corporately owned Hallmark Gold Crown stores, or perform other business activities (collectively, “Services”). The Policy does not apply to personal information we collect in an employment context, such as information collected from or about job applicants or employees, personal information collected in a business-to-business context, or the privacy practices of affiliated entities that maintain their own privacy policies.
Please read this Privacy Policy, which is part of our Terms of Use, before using our Sites or Services. By Accessing or using our Sites or Services, you agree to the Terms of Use and this Policy. California residents should also read our California Privacy Notice, which supplements this Policy.
Privacy policy changes
We may update this Privacy Policy from time to time. If we make material changes to the Policy, we will update the effective date and provide notice through the Sites or using contact information you provided. Your continued use of the Sites or Services after the effective date of the revised Privacy Policy constitutes your consent to those changes. We may provide you with the ability to opt-in or opt-out of certain changes, as required by law.
Conflict between this policy and laws and regulations
When federal, state, or local laws or regulations require a higher level of protection for your personal information, those laws or regulations govern.
Personal information
We may collect information that personally identifies, relates to, describes, or is capable of being associated with you (“personal information”). The types of personal information we collect about you will vary based on how you use the Sites and/or Services and your relationship with us, but may include:
- Identifiers such as name, shipping address, billing address, email address, phone number, and account information;
- Characteristics of protected classifications such as age, date of birth, and gender;
- Other demographic information such as the number and ages of children, what language(s) you speak, homeowner status, the number of persons living at the property, household income, and marital status;
- Commercial information such as bank account number, payment card information, records of Hallmark or third-party
- products and services purchased or enrolled in, consumer type(s), account balance and status, rewards and benefit information, content consumed, product and service reviews, and return and exchange information;
- Internet or other electronic network activity information such as IP address, device specifications, browsing and search history, clicks, information about how you interact with our emails and digital advertisements, and other data collected by cookies and similar technologies;
- Geolocation data such as non-precise geolocation data collected through a mobile app, your IP address, or otherwise;
- Audio, electronic, visual, thermal, olfactory, or similar information such as call recordings, chat transcripts, photos and videos you submit to us, audio files, messages and handwriting, other data provided by you for personalized cards and gifts;
- Professional and employment information such as employer or occupation;
- Education information such as education level; and
- Inferences drawn from other personal information that relate to your preferences, interests, characteristics, psychological trends, predispositions, behavior, attitudes, abilities, and aptitudes. This may include wish lists, watch lists, favorites information, your communications or privacy preferences, and other inferences.
Some of the personal information listed above may be considered sensitive personal information under relevant privacy laws. Depending on your state of residence, this may include your financial account information and account login credentials.
Deidentified and aggregate information
Deidentified or aggregated data that is maintained in a form that cannot reasonably be used to infer information about, or otherwise be linked to you, is not considered personal information as outlined in this Privacy Policy.
Usage data and sites activity
We, our service providers, and other third parties automatically collect information in connection with the actions you take on our Sites (“Usage Data”). For example, each time you use our Sites, we may automatically collect the type of web browser you use, the type of device you use, your operating system and version, your Internet Service Provider, your IP address, your device or other unique
identifier, the pages you view, referring and exit pages, the date and time of your visit, the number of clicks to, from, and within our Sites, and the duration of your visits to our Sites. If we can reasonably associate this information with you, we treat it as personal information under the categories of Identifiers or Internet or other electronic network information, as appropriate. If we cannot reasonably associate this information with you, we treat it as Usage Data.
Communication recordings
We may record calls and retain the content of text messages, chat transcripts (including live chat through Chat with Care or automated chat through Hallmark’s Virtual Helper), emails, and other written or electronic communications between you and us. By communicating with us, you consent to our recording and retention of communications.
From you
We may ask you to provide us with personal information when you communicate with us online or offline, including as part of enrollment or through surveys, quizzes, forums, and marketing programs. You are not required to provide your personal information; however, if you choose not to provide the requested information, you may not be able to use some features of the Sites or Services, or we may not be able to fulfill your requested interaction. We may also capture personal information when you post it on public websites, including social media sites, or contact us by phone, email, or through other means.
Independent Gold Crown stores
Many Hallmark Gold Crown stores are operated by independent retailers who may use their own websites, apps, or other technology to interact with you and collect your personal information. Independent retailers’ privacy practices are not governed by this Policy; however, they may provide your personal information to Hallmark, including in connection with administering your Crown Rewards account and for marketing purposes. In such case, this Policy applies to Hallmark’s direct use of your personal information.
Other third-party data sources
We may receive information about you from other third parties, such as business partners (including companies that assist us with online advertising and analytics), data providers who enhance the information we have about you, sources of publicly available information, and other users of our Sites and Services (such as when they provide your information to send you one of our products or participate in a “refer a friend” or similar program that we may offer).
Cookies and other automated tools
We and third parties may use cookies (small text files placed on your device to identify your device and browser), log files, web tags, beacons, pixels, session recordings, embedded scripts, and other automated tools (collectively “cookies”) to collect personal information and Usage Data, track your interaction with our Sites and Services, improve the experience of the Sites and Services, and conduct cross-context behavioral or targeted advertising (collectively “targeted advertising”). We use the following types of cookies:
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Strictly Necessary: These cookies are essential to operate the Sites and provide you with services you have requested.
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Functional: These cookies enable certain features or non-essential functionality on our Sites. For example, we might use these cookies to recognize you and remember your preferences or settings when you return to our Sites so we can provide you with a more personalized experience. These cookies also support personalized and AI-assisted features, such as tailored product discovery, search, and recommendations.
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Advertising Cookies: These cookies allow us and third parties to learn more about you, including your use of our Sites and other websites, and advertise products or services that might interest you.
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Performance Cookies: These cookies help us and third parties understand how our Sites work and who visits them. For example, these cookies allow us to measure and improve the performance of our Sites, determine which pages are the most and least popular, and see how visitors move around the Sites.
You can opt-out of certain types of cookies by (1) clicking the “Cookie Preferences” link in the footer on our Sites or (2) using your browser or a browser extension to send our Sites a Global Privacy Control or Do Not Track signal. If you want to reduce the overall volume of targeted advertising that you receive, you can visit the Digital Advertising Alliance Consumer Choice Page and/or the Network Advertising Initiative Consumer Opt-Out Page. These websites allow you to opt-out of targeted advertising from member networks.
Social media features
We may host or facilitate interactions with social media platforms, like Facebook, YouTube, Pinterest, TikTok, and Instagram. You may also have the opportunity to log in through or otherwise connect your social media account. When you interact with social media through our Sites, we will receive information about you from the social media service. The social media platform may also collect information about how you interact with Hallmark through its services. Subject to any cookie preferences you may select, social media services may set their own cookies and collect information about your use of our Sites, including your IP address, other device identifiers, and which pages you visit on the Sites. The information we collect is subject to this Privacy Policy. The information third parties collect is subject to their privacy policies.
ARKit and ARCore
Our mobile applications may use Apple's ARKit (iOS) or Google’s ARCore Depth API (Android) programming libraries to offer certain camera-based features, including allowing users to add image and video content to photos taken and videos recorded via a mobile device’s camera. On Apple devices, ARKit includes the TrueDepth API, which automatically records data related to your device’s camera positioning while using these features. On Android devices, ARCore’s Depth API may use motion and sensor data to generate depth maps for augmented reality experiences. In both cases, data gathered by these APIs is processed on-device and does not leave your device.
This chart summarizes our privacy practices in the 12 months preceding the Last Updated date of this Policy, by category of personal information, as contemplated under certain privacy laws. Please note that we may not use or disclose each data element within a given category of personal information for the same purposes.
| Categories of Personal Information | Purposes of Processing | Disclosures |
|---|---|---|
| All categories |
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Service providers. We disclosed each category of personal information to service providers as indicated above. Third parties. We may have disclosed each category of personal information for the purposes listed in the “Other third-party disclosures” subsection. |
| Identifiers |
|
Independent Retailers. We disclosed this information to independent retailers for marketing and general business purposes. This may qualify as sale under certain privacy laws. Advertising, social media, and analytics companies. We disclosed this information to these companies for marketing and analytics purposes. This may qualify as a sale (or sharing of personal information for targeted advertising purposes) under certain privacy laws. |
| Characteristics of protected classifications under California or federal law |
|
We did not sell this information or share it for targeted advertising. |
| Other demographic information |
|
Advertising, social media, and analytics companies. We disclosed this information for marketing and analytics purposes. This may qualify as a sale (or sharing of personal information for targeted advertising purposes) under certain privacy laws.
|
| Commercial information |
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Independent Retailers. We disclosed this information to independent retailers for marketing and general business purposes. This may qualify as sale under certain privacy laws. Advertising, social media, and analytics companies. We disclosed this information for marketing and analytics purposes. This qualifies as a sale (or sharing of personal information for targeted advertising purposes) under certain privacy laws. |
| Internet or other electronic network activity information |
|
Advertising, social media, and analytics companies. We disclosed this information for marketing and analytics purposes. This may qualify as a sale (or sharing of personal information for targeted advertising purposes) under certain privacy laws. |
| Geolocation data (non-precise) |
|
Advertising, social media, and analytics companies. We disclosed this information for marketing and analytics purposes. This may qualify as a sale (or sharing of personal information for targeted advertising purposes) under certain privacy laws. |
| Audio, electronic, visual, thermal, olfactory, or similar information |
|
We did not sell this information or share it for targeted advertising. |
| Professional/employment information |
|
We did not sell this information or share it for targeted advertising. |
| Education information |
|
We did not sell this information or share it for targeted advertising. |
| Inferences drawn from other personal information |
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We did not sell this information or share it for targeted advertising; however, third parties with cookies on our Sites might use information collected from our Sites to draw their own inferences about you. |
| Sensitive personal information: account login credentials |
|
We did not sell this information or share it for targeted advertising. |
| Sensitive personal information: financial account information |
|
We did not sell this information or share it for targeted advertising. |
We recognize the importance of safeguarding the confidentiality of personal information from loss, misuse, or alteration. We employ commercially reasonable administrative, technical, and physical safeguards to protect personal information from unauthorized access, disclosure, and use. Even with these safeguards, no data transmission over the Internet or other network can be guaranteed to be secure. As a result, while we strive to protect information transmitted on or through our Sites or Services, you do so at your own risk.
Our Sites and Services are not intended for use by individuals younger than 18. We do not knowingly collect or share personal information from individuals younger than the age of 18.
Hallmark provides special offers and benefits to consumers who participate in our Crown Rewards Program (“Program”). The Program qualifies as a permissible financial incentive under applicable privacy laws. Our Sites include additional details about current program benefits and applicable terms.
You may register for the Program through our online sign-up form or certain mobile applications. You may also register by calling us at 1-800-HALLMARK or by completing an application or supplying contact information to an associate in a U.S. Hallmark Gold Crown store or other participating Program location. You may opt out of the Program by calling 1-800-HALLMARK to cancel your membership.
We may collect, use, and disclose each category of personal information as described above. We do not sell personal information in connection with the Program beyond the general scenarios described above. We may use Identifiers, Internet or other network activity information, and Commercial information for targeted advertising purposes in connection with the Program. If you are a resident of a state that provides privacy rights and you wish to continue participating in the Program, we cannot delete certain personal information needed to operate the Program.
Hallmark benefits financially from the Program through increased customer loyalty and sales but we do not assign a monetary value to the personal information we collect from members. The precise value members receive could vary greatly by individual, depending on the number of dollars spent and points accumulated, rewards redeemed, other Hallmark programs the member takes advantage of, whether someone is an occasional or regular customer of Hallmark, and many other factors. Some benefits to members may be intangible, such as the ability to streamline ordering or payment. The aggregate member benefits are reasonably related to the value Hallmark receives from member’s personal information after factoring in expenses associated with running the Program.
Residents of select U.S. states
Depending on where you live (including California, Colorado, Connecticut, Delaware, Indiana, Iowa, Kentucky, Maryland, Minnesota, Montana, Nebraska, Nevada, New Hampshire, New Jersey, Oregon, Rhode Island, Tennessee, Texas, Utah, or Virginia), and subject to applicable exemptions, you may have additional rights to access and control your personal information. Rights vary by state, but may include:
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Right to opt-out from the sale or sharing of personal information. You may have the right to direct us not to sell or share (for targeted advertising purposes) your personal information to third parties.
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Right to know and access. You may have the right to know what personal information we have collected about you, including the categories or specific pieces of personal information we collect about you, the categories of sources from which it is collected, the business or commercial purpose(s) for collecting it, and the categories of third parties to whom we sold or disclosed it. Residents of Connecticut, Minnesota, and Oregon have the right to receive the names of third parties to whom we disclosed personal information. We will provide a copy of the specific personal information we maintain about you in a portable and, if technically feasible, readily-usable format.
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Right to delete. You may have the right to request that we delete information we collected about you.
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Right to correct. You may have the right to request that we correct inaccurate personal information we maintain about you. If you only wish to update your contact information or other personal information rather than disputing its accuracy, please make the changes directly in your account or contact us at 1-877-203-2262.
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Right to appeal. You may have the right to appeal our decision with respect to a request you have submitted.
We do not use or disclose sensitive personal information for purposes that require us to offer consumers a “Right to Limit” the use or disclosure of sensitive personal information.
Submitting a privacy request
If you are a resident of a state that provides privacy rights and would like to exercise a privacy right, you may submit a request by calling us at 1-877-203-2262 or using our Privacy Rights Request Form.
After you submit your request, we may contact you to obtain additional information necessary to locate your record and/or verify your identity. For example, when permitted or required by law, we may require you to verify certain information in our files or submit a signed declaration under penalty of perjury verifying your identity. We cannot process certain request types without verifying your identity, so please respond promptly to our request.
Cookie opt-outs
To opt-out of third-party data collections from our Sites that may qualify as sales or relate to targeted advertising, you must also (1) opt-out of applicable cookies using the “Cookie Preferences” link in the footer of our Sites or (2) use your browser or a browser extension to send our Sites a Global Privacy Control or Do Not Track signal.
Authorized agent
If you are an authorized agent submitting a request for another consumer, you must provide a copy of a lawful power of attorney or written signed authorization from the consumer (along with proof of your identity). After submitting the request, you will receive an email. You can respond to this email to provide the required documentation. We may contact you and/or the consumer on whose behalf you claim to act to verify your authorization.
Non-discrimination notice
We will not discriminate against any consumer for exercising their privacy rights under law or this Policy.
California “Shine the Light” Law
California Civil Code Section 1798.83, known as the “Shine The Light” law, allows California residents to opt-out of having their personal information shared with third parties for direct marketing purposes. To exercise your rights under this law, please submit a request to opt-out of sales and sharing using the methods described above.
You may contact us by using the Email Us or Chat links on our Consumer Care site, or calling us at 1-800-HALLMARK. We use the information you provide to respond directly to your questions or comments. If you still have questions or concerns about our privacy policy, please write us at:
Hallmark Consumer Care
P.O. Box 419034
Kansas City, MO 64141