This summer I’ll be attending my first gay wedding. Two of my friends have decided that regardless of whether our Iowa Supreme Court amendment is challenged, they’re going to begin planning their special day. For now my friends want to keep things fairly secret, but I’m one of the first people they’ve told, so I felt humbled and thought it would be nice to buy a greeting card congratulating them on their engagement.

My trip to Target to purchase this card coincided with purchasing a gift for another couple (yes, I am a complete social butterfly!). I made my way to the customer service area and entered the name of the bride and groom into the wedding registry kiosk. While I waited, some great illustrations of brides and grooms floated around the screen. A few seconds later, the printout of the registry appeared and I was on my way. I marveled at how swift the process was.

However, picking out a card for the newly engaged same-sex couple proved to be a challenge. All of the engagement cards showed a bride and groom...or a heterosexual couple’s hands...or some sort of traditional bride/groom wedding imagery.

I decided to look under the “Congratulations” section, but was disappointed here as well. All the cards were about landing a job or about being a “winner.” Great sentiments, but not at all fitting. I settled for a nondescript engagement card that, although not nearly as personal, was at least accurate in its message.

The cards and the electronic kiosk got me thinking about the opportunity many retailers are missing. Hallmark diversified its card line in 2008 with same-sex engagement and wedding cards. Macy’s has featured full-page, gay-oriented wedding registry ads in major daily newspapers like the San Francisco Chronicle and the Los Angeles Times.

These retailers simply took advantage of their geographic footprint and existing products and systems and modified them to become more inclusive.

Will they face critics? Yes. Will protests and boycotts happen? Perhaps. But these companies didn't choose to diversify their products because they’re making a political statement. They did it because it makes sound business sense.

- Nannette, Director of Hispanic Marketing