Report: Greeting Cards and eCards - US

Scope and Themes
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
Executive Summary
Overview
Principal factors driving sales of greeting cards
Trends in greeting card messages
Profile of the greeting card purchaser
Where consumers are purchasing greeting cards and shopping behavior
What makes consumers purchase a certain card
Market Size and Forecast
Key points
Sales growth
Almost everyone sends cards
- Figure 2: Total U.S. sales and forecast of greeting cards at current prices, 2004-10
- Figure 3: Total U.S. sales and forecast of greeting cards at inflation adjusted prices, 2004-10
Significant changes in market dynamics since last review period
Competitive Context
Phone calls/cell phones
VoIP
Instant messaging and social networking
E-Cards
Home made cards--the precious keepsake
Flowers/food
Gifts
Segment Performance
Key points
Christmas cards are the largest segment, online cards are the smallest
All segments experienced growth
- Figure 4: Top card-sending holidays, February 2008
Father' s Day cards grow the least and Halloween the most
"High tech" not universally appealing
- Figure 5: U.S. sales and forecast of greeting cards at current prices, by segment, 2004-10
- Figure 6: Index of U.S. sales and forecast of greeting cards at current prices, by segment, 2004-10
- Figure 7: U.S. sales of greeting cards, by segment, 2005 and 2007
Overall consumer spending
- Figure 8: U.S. consumer spending on holidays, 2004-06
Segment Performance--Christmas Cards
Key points
People want to personalize and send more than just words on paper
- Figure 9: U.S. sales and forecast of Christmas cards, 2004-10
Segment Performance--Birthday Cards
Key points
Slowed growth as market matures
Aging Boomers
- Figure 10: U.S. sales and forecast of birthday cards, 2004-10
Segment Performance--Valentine Cards
Key points
Love is worth--$1.3 billion
The alternative
- Figure 11: U.S. sales and forecast of Valentine cards, 2004-10
Segment Performance--Father' s Day Cards
Key points
Wanting to connect with dad
- Figure 12: U.S. sales and forecast of Father' s day cards, 2004-10
Segment Performance--Easter Cards
Key points
Easter Card segment experienced 55% growth since 2004
Religious expression
- Figure 13: U.S. sales and forecast of Easter cards, 2004-10
Segment Performance--Mother' s Day Cards
Key points
Significant growth could not be sustained
What to get for mom? A card
- Figure 14: U.S. sales and forecast of Mother' s day cards, 2004-10
Segment Performance--Halloween Cards
Key points
No longer a sleepy holiday for cards
Overall Halloween spend on the rise
- Figure 15: U.S. sales and forecast of Halloween cards, 2004-10
Segment Performance--Online Greeting Cards
Key points
E-cards are not stealing share
Folks still send traditional cards, but e-cards keep the greetings category top of mind
It is all about exposure
- Figure 16: U.S. sales and forecast of Online greeting cards, 2004-10
Retail Channels
Key points
Where people are buying cards
More shelf space for Spanish
Offering more at drug stores
- Figure 17: U.S. retail sales of greeting cards, by channel, 2005 & 2007
Market Drivers
More people equates to more cards to be purchased
- Figure 18: Population by age, 2002-12
Age matters
- Figure 19: Incidence of greeting card purchases in past 3 months, by age, May 2006-June 2007
Women are more likely to purchase
- Figure 20: Incidence of greeting card purchases in past 3 months, by gender, May 2006-June 2007
Product availability and purchase inclination for Hispanic and other minority populations
Population by race/ethnicity
- Figure 21: Population by race and Hispanic origin, 2002-12
Income by race/ethnicity
- Figure 22: Median household income by race and Hispanic origin of householder, 2006
Tendency to purchase
- Figure 23: Incidence of greeting card purchases in past 3 months, by race/Hispanic origin, May 2006-June 2007
Leading Companies
Key points
Hallmark
American Greetings
AG Interactive
Additional purchases and launches
Paramount Cards Inc.
Blue Mountain Arts
Leanin' Tree, Inc.
Brand Qualities
American Greetings
Humor
Personalization
Hallmark
Sound--creatively breaking through the expression clutter
Pop culture and current events-based offerings
Niche targeting and retailer-specific offerings
Paramount Cards
Blue Mountain Arts
Innovation and Innovators
Edgy--Anti-seasons greetings
Diversity
Green movement
New audiences
Personalization
Dual purpose cards
Make someone feel appreciated, give a gift, and support charity all at once
An eminently useful, and memorable, greeting
Why give chocolate and a card when you can give a chocolate card?
An environmentally friendly, and fragrant, greeting card
Advertising and Promotion
Overview
Hallmark Advertising
American Greetings
Brand building
General promotions
Cause marketing
Cross merchandising opportunities
Usage
Key points
Where cards are bought
- Figure 24: Where greeting cards are most often bought, by age, December 2007
- Figure 25: Where greeting cards are most often bought, by gender and household income, December 2007
Greeting card price
- Figure 26: Amount generally spent on single card, by gender, December 2007
Profile of greeting card purchasers
- Figure 27: Profile of greeting card purchasers in past 3 months, by key demographics, May 2006-June 2007
Impact of education on greeting card purchase
- Figure 28: Incidence of greeting card purchases in past 3 months, by education, May 2006-June 2007
Frequency of Buying Greetings Cards
- Figure 29: Frequency of buying greeting cards, by gender and household income, December 2007
Brands
E-card brands
- Figure 30: Sites used to send e-cards, by gender, December 2007
- Figure 31: Sites used to send e-cards, by household income, December 2007
Traditional cards
- Figure 32: Most sought after greeting card brands in a discount or superstore, 2006
Attitudes and Motivations
Key points
Text vs. artistic design
What is important when buying a card
- Figure 33: Greeting card shopping behaviors, by age, December 2007
- Figure 34: Factors that influence greeting card purchases, by age, December 2007
- Figure 35: Factors that influence greeting card purchases, by gender, December 2007
- Figure 36: Type of greeting cards purchased, by age, December 2007
- Figure 37: Type of greeting cards purchased, by region, December 2007
E-cards
- Figure 38: Attitudes about e-cards, December 2007
- Figure 39: Attitudes about e-cards, by race/Hispanic origin, December 2007
Race and Ethnicity
- Figure 40: Greeting card shopping behaviors, by Hispanic origin, December 2007
- Figure 41: Factors that influence greeting card purchases, by Hispanic origin, December 2007
- Figure 42: Type of greeting cards purchased, by race/Hispanic origin, December 2007
- Figure 43: Sites used to send e-cards, by race/Hispanic origin, December 2007
Appendix: Simmons Cohort Analysis
- Figure 56: Incidence of buying greeting cards, by least likely cohorts, May 2006-June 2007
- Figure 57: Incidence of buying greeting cards, by most likely cohorts, May 2006-June 2007
Appendix: Other Useful Consumer Tables
Overview
Shopping behaviors of greeting card purchasers
- Figure 58: Key shopping behaviors of greeting card purchasers, May 2006-June 2007
Extracurricular activities and general life attitudes
- Figure 59: Key extracurricular activities and life attitudes of greeting card purchasers, May 2006-June 2007
Food and diet
- Figure 60: Food and diet attitudes and behavior of greeting card purchasers, May 2006-June 2007
Ads and media
- Figure 61: Attitudes to ads and media of greeting card purchasers, May 2006-June 2007
Appendix: Trade Associations

Greeting Cards and eCards - US - February 2008

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