In 1973, Hallmark introduced its first line of collectible Christmas ornaments. They were the first to sell them individually, introducing what would become the single most lucrative portion of their business.

Their first release included six collectible balls, and twelve yarn ornaments. The yarn ornaments included Mr & Mrs Santa, Raggedy Ann & Andy, the Little Drummer Boy, and Angels and Carolers. These look home made, but have tags that require a close inspection to find.  These ornaments can still be found at yard sales and thrift store for pennies, and can bring $10-16 in good condition.  While the satin balls did well, the yarn ornaments never really took off, and soon, Hallmark was busy creating a different look

Over the years, Hallmark has introduced more than one hundred groups of ornaments based on a specific theme, with a new issue coming out each year. The long running series Nostalgic Houses and Shops is highly collectible, and the earliest releases can sell for $200 or more.  Sought after collections include Frosty Friends, Star Trek, and Betsey Clark Angels. The earliest issues tend to bring the highest prices.  A Frosty Friend from 1981 sold in October of 2007 on eBay for $195, but the 1991 issue in the same series brought only $11.50.

Top dollar goes to ornaments that are in mint condition in mint condition original packaging, including the original perforated price tag.  For some that means a cardboard box with no creases or color loss with the price tag intact.  For others mint packaging includes a cardboard box, a flocked plastic insert, the cardboard display tab, and a Mylar cover free from cracks, scratches and rubs.  Even the most popular ornaments bring 25-35 percent less without boxes or with boxes in poor condition. 

Prices on the secondary market seem to be subject to fluctuations, but the best time to sell them is in October.  The best time to buy -right after Christmas. If you’re buying for potential investment, do your homework, and buy the best condition possible.