CVS and Hallmark Launch “All Holidays Are Local” in Burtonsville

BURTONSVILLE, Md. — Burtonsville has been chosen as the first community in the county to pilot a new Hallmark–CVS initiative, “All Holidays Are Local,” which celebrates local identity through greeting cards featuring familiar community faces.

The program, which debuted this week at the CVS Pharmacy in Burtonsville Town Square, is part of a national effort to "connect holiday traditions to the communities that make them meaningful."

A local selection committee was formed earlier this year to identify a “true Burtonsville everyman” who embodies the town’s generosity, humor, and community spirit. Committee members reviewed hundreds of local event photographs spanning two decades.

“We kept seeing the same face appear over and over,” said honorary committee chair and Montgomery County Councilmember Kristin Mink. “Every parade, every ribbon cutting...he was always there, smiling, helping. We realized that face was Burtonsville.”

Burtonsville's "Everyman" now appears across an entire line of Hallmark cards—including greetings for holidays, birthdays, thank-yous, and sympathy—available exclusively at the Burtonsville CVS.

“There’s something special about walking into your neighborhood CVS and seeing someone you actually recognize on the cards,” said CVS assistant manager Jeffrey Marcus.

The cards are expected to remain on display through the holiday season, with discussions about expanding the concept to additional Montgomery County communities next year already underway.