Card manufacturing giant Hallmark has discovered a new market – transgender people.

It can be hard enough to find a same-sex Valentine’s card, but think about congratulating a trans friend on starting their transition.

It took some time, but at least one card company has caught on.

Hallmark is now producing a series of cards aimed explicitly at trans people.

Twitter user Renata Sancken found the cards in her local CVS and decided to share the picture on her account.

‘I’ve never seen Hallmark cards for gender transitioning before,’ she said.

‘Capitalism triumphs over hate??’

I've never seen Hallmark cards for gender transitioning before! Capitalism triumphs over hate?? pic.twitter.com/GFn1EY6YoA — Renata Sancken (@renatasnacks) May 11, 2017

And they’re really sweet, if a little cliché – but then again, so are a lot of cards.

The neutrally green colored card features a butterfly and the slogan ‘You’re becoming who you’ve always been’ on the front.

When you open it, ir reads: ‘How wonderful is that?’

The tweet has since been retweeted more than 2,000 times and collected more than 4,500 likes at the time of publication.

And a majority of the reactions have been more than positive – or explained the workings of capitalism – with a lot of people saying they were touched by the cards.

@renatasnacks @wiredferret Wow if someone got me one of these cards I would cry forever — Jamey Hampton (@jameybash) May 12, 2017

@renatasnacks @oshanada Awesome! I actually had to write and make one myself for a friend, like a little kid. — Jayelle (@GreenEyedLilo) May 11, 2017

@renatasnacks Butterfly metaphor is a bit on the nose, but it's got sweet words & it's amazing to see a big company supply it! — Ross Kennedy (@KamSage) May 12, 2017

@renatasnacks @wiredferret Wow if someone got me one of these cards I would cry forever — Jamey Hampton (@jameybash) May 12, 2017

@renatasnacks TBH, as a LGBTI* I prefer being accepted for being a customer (furniture store, bathroom retailer etc) than purely out of empathy — Ysegrim (@Ysegrim) May 12, 2017

@renatasnacks Feels a lot more honest, and it puts me on equal height instead of taking the role of the solicitant — Ysegrim (@Ysegrim) May 12, 2017

It is unclear how long these have been on sale, but they are also available through Hallmark’s US online shop along with a number of other LGBTI-themed cards.

Gay Star News contacted Hallmark for comment.