Little known fact: the United States began celebrating Mother's Day about 150 years ago, when Julia Ward Howe (author of the lyrics to the "Battle Hymn of the Republic") organized the day to encourage peace. She believed that mother's suffered from the loss of human life more harshly than other people.
So while conspiracies about Hallmark inventing Valentine's Day may be true, they did not have a hand in the popularization of Mother's Day. Though they are certainly reaping the benefits.
This may be an angle they could use in to try to down-play the perception of the company as a holiday creator.
Also...make sure you call your mother.
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