Norman’s Hallmark kicks off Hallmark Keepsake Ornament Premiere July 11-19

Norman’s Hallmark will unveil more than 250 new Hallmark Keepsake Ornaments during Hallmark’s annual Keepsake Ornament Premiere, running July 11-19, with early access for Keepsake Ornament Club members starting July 10. The release also launches new 2026 series, limited-edition ornaments and planning tools designed to drive seasonal shopping in stores and online.

Why it matters: - Norman’s Hallmark is using the annual Keepsake Ornament Premiere to start the holiday collecting season with more than 250 new releases from Hallmark’s 2026 collection. - The event matters to collectors because it includes limited-quantity ornaments, early access for club members and exclusive perks tied to a seasonal buying cycle. - The premiere gives Hallmark another high-profile retail moment across Norman’s 100-store footprint and ecommerce channel.

What happened: - Norman’s Hallmark said Hallmark’s Keepsake Ornament Premiere runs July 11-19. - Keepsake Ornament Club members get first access July 10. - The new ornaments are available in stores and online at Norman’s Hallmark. - Howard Henschel, Norman’s Hallmark president and CEO, said the annual premiere launches a new collection with something for a wide range of customers.

The details: - The 2026 Premiere includes limited-quantity ornaments sold first come, first served. - Featured limited releases include a 1976 Chevrolet Chevelle Laguna S-3 ornament marking the model’s 50th anniversary. - Another featured ornament honors Jyn Erso and the 10th anniversary of Rogue One: A Star Wars Story. - The Tilly Welcome to Elfville ornament coordinates with the Welcome to Elfville series introduced in 2025. - The Patriotic Snoopy ornament commemorates America’s 250th anniversary. - Hallmark is also launching the Stunning Santas Keepsake Ornament series. - The first Stunning Santas ornament features ivory porcelain, vintage Hallmark archive inspiration and 14K gold accents. - The 2026 lineup adds ornaments tied to Toy Story 5, Ferris Bueller, PlayStation, Goosebumps, Supergirl and other licensed properties. - KOC membership costs $49.99 plus tax. - Membership includes access to exclusive ornaments, unique gifts and other benefits. - Membership is available online or in-store and remains active through Dec. 31, 2026. - Hallmark’s free 2026 Dream Book is available online and in stores. - Customers can submit a personalized Wish List for release events throughout the season. - Completed Wish Lists can be purchased or picked up at local stores during the release event. - Customers who submit a Keepsake Wish List by June 30 receive a free Keepsake tote in-store when they pick up ornaments during Ornament Premiere, while supplies last. - Norman’s Hallmark operates 100 store locations. - The company is employee-owned and based in Newtown, Pa. - Norman’s Hallmark says its roots go back more than 85 years, starting with a single store in Trenton, N.J. - The company has expanded into Pennsylvania, New Jersey, Delaware and Maryland. - Norman’s Hallmark also maintains an ecommerce business. - The retailer sells Hallmark products, cards, Keepsake Ornaments and gift and home items including apparel, books, stationery, games, home décor, specialty candy and gourmet foods. - Norman’s Hallmark also carries brands including Vera Bradley, Spartina 449, Life is Good, Scout Bags, Yankee Candle, Warmies, Willow Tree, Stonewall Kitchen and David Bradley Chocolatier.

Between the lines: - The premiere is built to create urgency through early access, exclusive releases and limited supply. - The Wish List and tote promotion are designed to turn browsing into pre-planned purchases before the event starts. - The licensed-property lineup suggests Hallmark is leaning on recognizable entertainment brands to widen the appeal beyond core collectors.

What's next: - KOC members can shop beginning July 10, with the public event starting July 11. - Customers can review the 2026 Dream Book, create a Wish List and prepare for seasonal release dates. - Norman’s Hallmark says shoppers can learn more at Hallmark or by visiting a local Norman’s Hallmark store.

The bottom line: - Norman’s Hallmark is turning Hallmark’s Ornament Premiere into a staged, club-driven launch for the 2026 Keepsake season, with exclusives and planning tools meant to drive early demand.