This is a pretty significant societal marker. Now gay couples can join the rest of us in expressing their love with store-bought, commoditized affection

Hallmark added the cards after California joined Massachusetts as the only U.S. states with legal gay marriage. A handful of other states have recognized same-sex civil unions.

The language inside the cards is neutral, with no mention of wedding or marriage, making them also suitable for a commitment ceremony. Hallmark says the move is a response to consumer demand, not any political pressure.

“It’s our goal to be as relevant as possible to as many people as we can,” Hallmark spokeswoman Sarah Gronberg Kolell said.

Hallmark’s largest competitor, American Greetings Corp., has no plans to enter the market, saying its current offerings are general enough to speak to a lot of different relationships.

Hallmark started offering “coming out” cards last year, and the four designs of same-sex marriage cards are being gradually released this summer and will be widely available by next year. No sales figures were available yet.

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