As the number of Hispanic mothers in the US grows, so does the demand for Spanish cards. Gone are the days of the tacky cards with the cheesy translations of the 80’s and 90’s. I recently read that Mother’s Day is the third-largest card-sending holiday in the United States, but ranks as the number one card-sending season for Hispanics, even higher than Christmas and Valentine’s Day.

Arlette Torres, Editorial Director for the Sinceramente line explains the role of mothers which are the latest inspiration for Hallmark Cards designs.

“Mothers are beloved, deeply respected, revered figures in the Hispanic community,” she says. “Her children view her as the source of goodness and love, affection, warmth and forgiveness. She is the idealized female figure, unequaled by other women.”

Sinceramente Hallmark offers 300 Mother’s Day cards. As is common given that Mexicans are well over 60% of the market, there are designs that feature the image of the Virgin of Guadalupe. They even have Spanish e-cards for those techno-savy moms.

They also didn’t forget that we have all sorts of relatives, so they created cards for Mother, Grandmother and Sister, Comadre, Across the Miles, and First Mother’s Day. All of the cards are in Spanish and feature English translations on the backs of the cards for those that “no speaky Spanish.”

“Motherhood matters, especially in the Hispanic community,” says Torres. “We have responded to that specific need with a line of cards that shows honor, appreciation and love for all the mothers in our lives.”

So where you’re getting ready this weekend to reach out to Mama, Mima, Madre, Mami or what ever other term of endearment you use…do not forget to say “te quiero”.

- Written by Miamiadguy