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Sours: https://www.eyeboston.com/scientificf0/dcecfhtmHallmark stores draw in suburban Milwaukee customers dedicated to iconic Keepsake ornaments
It's 90 degrees on a summer day — even hotter as you cross the blacktopped parking lot — outside the Fredrick's Hallmark store in Waukesha's busiest shopping center.
But for all intents and purposes, it's Christmas. Collectors, most of whom have been waiting two months for this early July day, descend on Hallmark's Keepsake ornament premiere weekend with, obviously, a cooler season in mind.
The south wall of the store in the Shoppes at Fox River center is fully adorned with a display of the catalog's ornaments, some of which will be gone by the time the first day of the weeklong event ends at closing time.
But that's hardly the end. Most of the Christmas ornaments remain in stock and on display in a decades-old tradition that technically stretches from mid-spring to Christmas Day — or the day after, if you consider the well-attended clearance sales.
It's a scene pretty much repeated throughout suburban Milwaukee, including the other regional Fredrick's Hallmark stores (in Brookfield, New Berlin, Oconomowoc and Pewaukee), Jane's Hallmark in Franklin and Shelley's Hallmark in Menomonee Falls.
"It's a big day; people look forward to this day for a long time," said Mary Hanlon, the Waukesha store manager now on her third go-round in the spring-to-winter Keepsake ornament routine. "I probably had 50 people lining up outside the door before we opened."
Hanging on a tradition
The franchised chain of Hallmark stores stumbled upon a tradition that grew from a modest, but logical, effort in
According to Hallmark's website, the ornament sales began with simple glass balls and yarn figurines intended for Christmas trees of families looking for more variety. But it didn't stop there.
Over the years, the ornaments moved away from strictly handcrafted and basic decorations and toward artist-rendered creations of characters and things associated with Christmas, and later familiar pop culture images not necessarily tied to the annual holiday season at all.
The licensed characters come from realms such as Disney, Star Trek, Star Wars and Warner Bros., to name a few of the most popular.
Hallmark says the growth of its ornament selection prompted fans "to search for the stories behind their favorite ornaments," prompting the company to create the Keepsake Ornament Club in Club membership includes exclusive ornaments and "sneak peeks" of new products.
"Today, artistic innovations and light, sound and motion bring a new kind of magic to our ornaments — the kind that creates moments of wonder you’ll want to relive year after year," the company says on its website.
That's not an exaggeration, said Josh Umhoefer, district manager for Fredrick's Hallmark stores, whose grandfather, Larry Albrecht, acquired the Hartland pharmacy business named Fredrick's in the s and eventually branched out into Hallmark's greeting card and gift shop format.
Umhoefer said the longevity of some thematic series in the ornament line is a testament to the collectors, who keep hoping and coming back for more.
"There's one series that's over 40 years running," he said, referring to the Frosty Friends from the Keepsake's line early days. "And there are some that Hallmark has an ornament for every year, even though they don't call it a series. Like, they always have a Crayola ornament."
Hallmark and its stores don't want to say too much about its sales, or how important it is to a franchise that has struggled in recent years as its greeting card business has been supplanted by online options. But Umhoefer acknowledged the importance of the Keepsake ornaments.
"It's a big part of our business, Christmas as a whole," he said, noting that Hallmark has expanded the ornament line to an almost year-round product, with spring releases and even a "May the Fourth Be With You" Star Wars release in recent years.
Yes, he's personally smitten by the Hallmark ornament tradition, though he knows others are more so.
"I definitely have a Hallmark tree at home, but there are collectors who are very dedicated," Umhoefer said.
Clubbing with collectors
You don't have to tell Jean McDonald about Hallmark's long history with Keepsake Ornaments or the enthusiasm they generate.
The president of Fredricks of Hollymark, a Keepsake Ornament Club sponsored by the franchisee's Ruby Isle location in Brookfield, has unboxed prized pieces and decorated holiday trees and living spaces for 34 years, networking with 28 other collectors who share her passion.
McDonald also serves as secretary of Collecting Ornaments OnLine (COOL), a web-based club with a national membership base and, by extension, an even deeper set of enthusiasts. Not that she, herself, isn't in deep.
How many ornaments has she collected?
"I couldn't even tell you," McDonald admitted. "Thousands and thousands. I couldn't begin to say, and I don't want to know."
Certainly enough to fill 13 trees, her most to date for any one Christmas season. Each tree is thematically different, based on genres of ornament characters. It's enough to prompt her to begin the decorating process in early November with an eye to having it all done by Thanksgiving.
Recalling that her first Keepsake ornament in was a cat character — fitting enough for a cat lover — McDonald said collectors are drawn to the variety of what Hallmark produces every year and over time, matching people's interests with iconic licensed characters.
"They have something for everybody," she said. "They've got every conceivable subject that they cover. They've got serious and light-hearted ornaments, they've got a lot of religious ones, they've got Harry Potter ones — everything you could imagine."
Something captures her interest every year, and it starts with her search online each spring for information about what ornaments will be coming out. She then reviews the Dream Book, Hallmark's catalog for its Keepsake line, in April and then places her wishlist pre-order.
"When the premiere happens (in July), I'm the first one at the door when they open," McDonald said.
"I'm addicted," she added.
A summer Christmas party
Not surprisingly, Hallmark doesn't rely only on its summer premiere to market its exclusive line or ornaments to collectors.
Ornament debuts in the fall (this year from Oct. ) and a Trim the Tree event (Dec. ) in the midst of the Christmas season are part of the marketing effort.
But it's the ornament premiere week, this year held from July , that seems to carry the spirit of the season best in a season that's, well, a little on the warm side. Both the stores and their customers make the most of it.
At her Waukesha store, Hanlon said the event has been treated as something akin to a Christmas party, with cookies and refreshments served to welcome avid collectors. (The coronavirus pandemic interrupted that practice, but it will likely return, she said.)
"We all get pumped up," Hanlon said of her staff.
Customers fulfill a social element, much like a family gathering, on the first premiere day as well.
"Sometimes they actually see other people that they haven't seen in a while, and they start chit-chatting. "It's a big day. People come in every year because they are collectors."
Based on her information, Fredrick's Oshkosh and New Berlin stores generate even bigger gatherings and sales, but Waukesha's location adjacent to Target in the Shoppes at Fox River on Sunset Drive is probably the third busiest in that group, Hanlon said.
It's also a busy time at Jane's Hallmark in Franklin during each premiere event, where the most avid customers can be counted on for the early access day (this year on July 9) set aside for Keepsake Club members.
Meg Sadowski, the store's assistant manager, said that early shopping event quickly becomes highly social, with treats (wrapped candy this year instead of cupcakes or doughnuts, a COVID concession) and bottled water allowing people to chat and enjoy themselves as they shop and view new ornaments in person for the first time.
"That's usually our hard collectors, our club members, so that's all familiar faces that we see," Sadowski said. "It is (social). Some of them are just exclusively Keepsake customers, so they only come in that time of the year, and we'll see them again in October, so it's nice to see them again."
She understands their passion because she shares it, arguably as an avid collector from birth.
"My mom started collecting the year I was born, which was in '88, and I was coming in here and we would sit on Hallmark's floor, checking all of our ornaments," Sadowski recalled with a warm chuckle. "When I was able to have a job and able to buy some of my own that I wanted, I joined her on the premiere and preview days. Now she's got me hooked, and I do it for my son."
The closing of Hallmark stores elsewhere has only made the Christmas party of ornament collectors bigger for Shelley's Hallmark in Menomonee Falls. Shelley Kohl, the store's owner, has customers coming in from Cedarburg, Grafton, Hartford, Hubertus and even Brookfield, which has its own local store.
Collectors typically start lining up in front of the store at a.m. on the first premiere date, and they essentially use it as a chance to talk about their interests.
"The people that are outside are all talking about their ornaments; inside they're all talking about ornaments — I mean, they are all just diehard Hallmark Keepsake collectors," Kohl said. "They can't wait to see them and touch them."
Of course, there's good reason to touch many of the ornaments. Buttons on select ornaments activate lights, sounds and/or animation, including more deluxe tree toppers with even more interactive features.
"It's a great day because the customers are excited, and we're excited," Kohl said. "We've done all the prep work, and now we are like, yeah, let it happen! You hear a lot of stories."
With the one-day preview date, which for the past two years has been exclusively for club members to hunt for first-come, first-served exclusives, and the nonclub collectors filing in heavily during the weekend, Hallmark stores are expectedly busy.
Most of the time, all goes smoothly, with customers who pre-ordered using their Dream Book wish list merely having to identify themselves and pick up their orders. Hanlon said the customer lists serve as a production guideline for Hallmark, which then allocates the finished ornaments to each of its stores, usually guaranteeing fulfillment of those preorders.
After all, no one likes to be disappointed on Christmas Day, even if it comes in July.
Contact Jim Riccioli at () or [email protected] Follow him on Twitter at @jariccioli.
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Sours: https://www.jsonline.com/story/communities/waukesha//09/03/hallmark-draws-suburban-milwaukee-customers-keepsake-ornaments//NIB HALLMARK KEEPSAKE CHRISTMAS ORNAMENT PRETTY KITTY PHOTO HOLDER CAT NEW
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Pete The Cat Ornament
Description
- Pete the Cat is rockin&#; his school shoes in this fun Keepsake Christmas ornament. The cool cat stands on open book pages for a fun gift for an avid reader, teacher or librarian. On ornament: Pete the Cat Too Cool for School by Kimberly and James Dean. Pete says, “Now I am COOL.” If you want to be cool, just be you!
- Artist crafted by Jim Kemme, this Keepsake Ornament comes pre-packaged in a box for easy gift giving, preservation and storage. Dated in copyright.
- With unparalleled artistry and exceptional detail, Hallmark Keepsake Christmas ornaments are perfect for preserving precious memories, commemorating special milestones and celebrating individual hobbies and interests.
- Hallmark Keepsake Christmas ornaments are fun to collect and make great Christmas gift ideas.
- Plastic Christmas tree ornament is lead-free and measures &#; W x &#; H x &#; D.
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Cat in the Hat #1 Dr Seuss Hallmark Set of 2 Christmas Ornaments NEW
The Cat in the Hat ~ First in the Dr. Seuss Book Series. Set of two ornaments. Handcrafted and Dated Sculpted by Nello Williams. Just as "The Cat in the Hat" lead the way for a parade of popular Dr. Seuss Beginner Books, this set of two colorful ornaments is the first in a series that feature endearing characters from a variety of Dr. Seuss books.
Item Details
- Reference #:
- LR
- Quantity
- 3
- Category
- Entertainment
- SubCategory
- Holidays
- Department
- Collectibles
- Year
- Dimensions
(Width x Height X Depth) - x x
- Weight
- Unknown
- Condition
- new, mint in mint box, never used
- Material
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This selection of Cat Christmas Ornaments is specially made for the total cat lover. If cats are your life and if your Christmas tree needs some serious purr, then have a look at this collection of cat Christmas ornaments.
The Hallmark Mischievous Kittens special editions, the Hello Kitty Christmas ornaments and Garfield to name just a few. It was a delight putting this list together.
I hope you love these cat Christmas ornaments as much as I do, have a purrfect Christmas and may your life be filled with kitty love!
Quick Links
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