Celebrate Hispanic Heritage Month With Greeting Cards

Hispanic Heritage Month is September 15 through October 15, and it’s a great time to reach out to your Spanish-speaking, bilingual and multicultural customers to strengthen relationships and let them know how important they are to your business. One of the best ways to show your appreciation for these customers and the impact they have on your business is by recognizing their unique and vibrant culture and celebrating their rich history and traditions—throughout the month and all year long.

Warm and meaningful cards from Hallmark hit the mark every time and make an immediate impression! Whether they arrive in their mailbox or whether you deliver them in person, personalized greetings from you show how much you care, and when you take the time to go above and beyond, your customers will notice!

Why Hispanic Heritage Month Matters to Your Business

Hispanic Heritage Month began in 1968 as a week-long celebration and was later expanded to a month-long celebration spanning mid-September to mid-October. Chosen with intent, the dates of observation include independence days for several Latin American countries.

In the United States, Hispanic Heritage Month is an opportunity to celebrate the cultural relevance of Latino communities throughout the country and to show gratitude for the contributions they have made. By celebrating the Hispanic culture, businesses and individuals can make a positive impact on diversity and inclusion.

And it goes without saying, recognizing your Hispanic and Latino customers will go a long way toward boosting your business and building stronger relationships that will thrive all year long!

Hispanic Consumers by the Numbers

More than 62 million US residents identify as Hispanic or Latino. That means 1 in 5 potential customers is likely celebrating during Hispanic Heritage Month, so when you reach out to share words of appreciation, care and celebration, you’ll be reaching a huge audience.

Hispanic buying power tops $1.9 trillion annually. Major drivers of economic vitality, the Hispanic and Latino community are seeking genuine connections with businesses that understand and celebrate their heritage.

The Hispanic population in the US has quadrupled in the last 40 years, which means they are likely a large part of your customer base! Sending cards is a great way to stay in touch, build relationships and be remembered when the time is right for your services.

Seventy-one percent of the Hispanic community in the US is multilingual, and many express a preference for communication in both Spanish and English. This is especially valuable information for marketers and helpful when sending greeting cards for outreach.

Did You Know?

Cards in the Hallmark Vida line are written in Spanish and always have an English translation on the back? This ensures the sentiment is delivered in both languages to make sure preferences are always met!

Why Greeting Cards?

Cards offer a warm and authentic way of connecting and nurturing relationships, and this is especially important for your Hispanic audience. Consumers in this demographic are known for their desire to make meaningful connections, and selecting, personalizing and mailing cards with culturally relevant sentiments is a great way to nurture your relationships.

Greeting cards offer a tangible reminder that you took the time to reach out, and they are a more personal way of letting recipients know how much you care. Rather than a one-size-fits-all advertisement or a generic email campaign, personalized greetings get to the heart of your business relationships by creating valuable and authentic connections.

When you send cards to celebrate Hispanic Heritage Month, it’s a great opportunity to:

• Recognize and celebrate recipients’ cultural identity

• Reflect the values that matter to them and call out important traditions and cultural nuances

• Personalize messages, deliver bilingual sentiments and reach a broad audience

• Build loyalty by creating a valuable consumer touchpoint that is meaningful to them

Your Hispanic customers and potential customers will appreciate your efforts to reach out in an authentic way that reflects and celebrates their culture. And receiving a card from Hallmark is just the icing on the cake!

Collective Heritage: Honoring the Past, Inspiring the Future

The 2025 National Hispanic Heritage Month theme inspires everyone to come together and look toward the future. It is inspirational and focuses on the power of diversity and the important contributions of the Hispanic community across the country.

A powerful theme, it’s one that businesses can lean into as a guide as they reach out to their Hispanic customer base and prospects. By sending culturally relevant greeting cards that recognize important contributions, businesses can build stronger relationships with their Hispanic partners.

Tips and Tricks to Help You Shine During Hispanic Heritage Month

Looking for a few ways to creatively reach out during Hispanic Heritage Month? At Hallmark, we’re full of creativity, and we love coming up with new ideas to help you connect with customers! Here are a few ideas to help you kick off this month in just the right way:

Send greetings that feature Hispanic and Latinx art, traditions and inspiration. Cards that honor the rich contributions made by Hispanic and Latinx Americans and immigrants are an uplifting and inspirational way to celebrate and observe this month.

Lean into cultural relevance. When selecting cards and gifts, look for Latino-inspired patterns and vibrant colors, and use storytelling to help you convey messages of care and support throughout the month.

Pair cards with useful gifts. When pairing cards with tokens of your appreciation, opt for gifts that are useful and fun, like notebooks, bookmarks or magnets. These items will be appreciated for their usefulness, and they’ll serve as frequent reminders of the connection you’ve built.

Personalize your sentiments. Once you’ve selected your cards, be sure to craft messages specifically for your customers and potential customers. Personalization is key for Hispanic audiences!

A recent Google study shows that 76% of Hispanic consumers proactively look for brands that reflect their values and identities in campaigns.

What to Avoid During Hispanic Heritage Month

Now that we’ve established the importance of celebrating Hispanic Heritage Month, it’s important to talk about some of the things to avoid as you plan your outreach. Here are a few key lookout items:

• Steer clear of generic messaging. Your customers will notice immediately when you simply write “Happy Hispanic Heritage Month!” Instead, aim for something more meaningful and heartfelt, something more tied to their identity and the reason for the month-long celebration. Try including a bilingual message or a message in Spanish or add a personal touch to your customized message.

• Don’t rely on last-minute planning. Just like any other campaign, it takes a little time to select the perfect card and to get your message just right, so give yourself a buffer to plan and create the perfect culturally appropriate message.

• Avoid stereotypes. This one goes without saying…but we’re still saying it! Honor diversity and focus on the inclusion of everyone who is celebrating their culture and heritage during this month. A great way to broaden your horizons and learn more about Hispanic Heritage Month is by partnering with Latinx creative writers and designers who can help you lean into culturally relevant ways to honor everyone who’s celebrating.

• Don’t forget to personalize. In today’s market, everyone is looking for personalization, so during Hispanic Heritage Month, be sure to double down on personalization! Lean into custom messaging, handwritten fonts, curated gifts and more to show that you truly thought about and considered them individually when selecting a card or gift. The appreciation will go further and last longer when they know you thought specifically about them.

As the Hispanic and Latino population in the US continues to grow, it is important to lean into meaningful outreach that focuses on celebrating the diversity and cultural richness these consumers bring to the table. Greeting card campaigns are a great way to strengthen relationships and build trust with diverse customer groups, so go ahead and browse card selections now to get started building long-term success.

Want to learn more about translating your marketing materials and delivering messages that resonate within the Hispanic community? Read Best Practices for Translating Marketing Materials for Spanish-Speaking Audiences.