San Francisco Walgreens debuts LGBT neighborhood-specific Hallmark dept.

SAN FRANCISCO — A Walgreens store in San Francisco's Castro neighborhood is co-hosting its reopening with Hallmark on Tuesday, unveiling an updated Hallmark department tailored to the neighborhood’s LGBT population. Cards, gifts and visual merchandising will reflect the 95% LGBT demographic of the neighborhood. 

“Hallmark is the industry leader in creating solutions for specific consumer-connecting needs, in this case, LGBT relationships,” a Hallmark spokesperson said. “Everything ... is tailored to the local consumer.”

Products will include more than 50 cards that contain more gender-neutral language and a collection of 12 StudioINK cards titled “Out and About,” as well as cards designed for same-sex marriages, baby showers for two mothers or two fathers and transgender coming out.

New signage features gay and lesbian couples, rainbow colors, and a removal of gender-specific language, such as “For Him” or “For Her.”