Training and Operational Support
The common saying in franchising is that you’re in business for yourself but never by yourself. At Hallmark, we take that to heart. We offer a wide range of individualized support and structured programs to provide you with the knowledge and confidence to operate a Hallmark store successfully.
Investing in an established franchise is a significant step in your career, so our support begins from the start of your journey with us and continues even after your store is up and running. In other words, our training and support extend beyond the grand opening, offering you a sense of security at every stage of your journey as a Hallmark franchisee.

Our training program includes:
- Customer ‘CARE’ Training - designed to educate on the finer points of customer service and how to actively engage with customers.
- Product Knowledge – Sales instruction on our products’ many features and benefits.
- Card Specialist Program – Training on how to properly set and maintain greeting card displays and how to find ‘just the right card’ for your customer.
- Keepsake Ornament Basics Program – Everything you need to know about our Ornament category, including how to manage product set-up, how to hold special events, and how to speak to promotional programming.
- Store Operations Program – Access our Retailer portal, regularly refreshed with all the tools and resources required for your store’s daily operation.
- Technology Onboarding – Learn how to digitally manage billing, payment, and UPC downloads via our portals and use handheld devices to efficiently manage inventory/order placement.
- Merchandising – We’ll show your team how to design store displays using storytelling and maximizing artistry and innovation for optimal impact.
- Local Marketing – Includes a range of supports from information packages on Event Planning and promotional guides, to image asset downloads (for advertising or e-commerce). We also have a graphic designer on staff and are happy to assist with your Hallmark design needs.
- Meet Your Fellow Franchisees – Hallmark believes in the power of networking and provides our retailers with opportunities to connect and share successes.
We also offer numerous supports, from event information packages to marketing materials. Franchisees can access digital assets for web-based trading and local advertising, as well as detailed information packets on many different in-store events that they can run during the year via the retailer portal.
Don't have prior business experience in our industry? We provide front–of–store set-up guides, marketing-at-a-glance promotional summaries and supports, and product overviews to help our franchisees make each selling season a success.
We provide continuous support to ensure that you have the help you need through a dedicated team of Business Development Specialists in the field and in-house Customer Support services. Annually, our franchisees meet to view product programs, learn about new support services and meet with Hallmark product experts and senior leaders.

What to Expect from a Hallmark Business Development Specialist
At Hallmark, every franchisee is partnered with a Business Development Specialist who will closely partner with you every step of the way in your ownership journey, whether it be new store planning and installation, staff onboarding, preparation of yearly joint business plans, or ongoing store operations.
They will also provide comprehensive training modules for owners and staff and ongoing retail executional support. This includes setting up your store for each product changeout to keep up with changing seasons and everyday product focus, which is critical for demonstrating to consumers that there is always something new and intriguing in-store.