Abstract
In an age of instantaneous communications, how have greeting cards managed to remain a relevant and growing market? Why do people still send greeting cards? How do greeting cards relate to and affect more modern and immediate ways of communicating?
Mintel' s research into the greeting cards market reveals insights about such topics as:
- Who is most likely to purchase greeting cards?
- What influences greeting card senders to choose one card over another?
- Do race and ethnicity affect what types of cards are purchased and sent?
- How is availability of online cards affecting the traditional card market?
- How do current technologies such as cell phones, digital cameras, computers and the Internet affect the sales and nature of greeting cards?
- Are value cards or premium cards driving growth in the market?
- What makes a card from a specific company such as Blue Mountain Arts stand out?
- What are Hallmark and American Greetings doing to keep control of the market?
- What holiday is growing in popularity and bringing more opportunity to card manufacturers?
- How is the market continuing to grow?
- Are there really any alternatives to traditional cards?
In addition, the report will present the principal factors driving sales of greeting cards, such as the aging population, gender, ethnicity, race, and purchasing power. Key trends in greeting card messages are identified, such as an emphasis on real life situations and humor. Mintel also presents insights and opportunities in the market as they relate to people' s desires to stay connected, create memories, and express their emotions.
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