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The Greeting Card, Stationery, Gift Wrap & Party Goods and Paper
Crafting Report 2007

Description:    The Ultimate Guide to Greeting Card, Stationery, Gift Wrap & Party Goods and the Paper Crafting
                Markets...

                This report examines the $37.4 billion stationery industry. It provides the latest statistics on the
                growth and sales in the stationery market, including details by channel of distribution and product
                category, specifically for:

                -Greeting cards, both those sold individually and in boxed sets;
                -Paper crafts and crafting, including scrapbooking and make-your-own cards;
                -Social stationery, notably specialty paper for writing, computer printing;
                -Gifting and Party Goods, such as gift wrap and bags and other gifting supplies, paper party goods;
                -Other stationery, including calendars, date books, blank books, desk accessories, albums; and
                -Custom-printed card and stationery for personal use.

                Based upon both qualitative and quantitative research methodologies, the study reports findings
                from the latest in-depth survey of 1,205 recent stationery buyers (65 percent female/35 percent
                male; average age 41.9 years; average household income $63,600) and compares it with the
                results of a similar survey conducted in 2005.

                With a focus on consumers, their buying behavior, needs, desires and preferences, this research
                study includes research data and statistics about:

                -Stationery Goods Market Size and Growth: What is the size of the overall stationery goods market,
                as well as the six key product segments (e.g. greeting cards, social stationery, custom-printed
                cards and stationery, gift wrap and party goods, paper crafting products and other stationery
                products) and how rapidly is it growing? How is the stationery goods market segmented by type of
                product?
                -Demographics of the Stationery Goods Market: What are the demographic characteristics of people
                who buy stationery goods products? How is stationery goods buying behavior influenced by
                demographic segments (e.g., gender, age, household income (HHI), size, composition,
                ethnicity/race, education, etc.)?
                -Stationery Goods Buying Behavior: What are the primary characteristics of the consumers? buying
                behavior related to stationery goods in general and the four product segments (e.g. greeting cards,
                social stationery, custom printed stationary and cards, gift wrap and party goods, paper crafting
                products and other stationery products) in particular? Why do they buy these goods and how do
                consumers? motivations different by product category segment? Where do they shop for the
                different types of stationery products; what factors influence their decision making; how much do
                they spend buying each of the stationery goods product segments and across the entire stationery
                goods category; what is the role of brand in stationery goods product selections and shopping
                choices? How do different demographic segments differ in their shopping and buying behavior?

                -Psychographic Profile and Segmentation of the Greeting Card Markets: A psychographic profile of
                the greeting card buyers is developed in this report. The profiles identify four different types or
                personalities of consumers of greeting card. These profiles identify different drives and motivations
                found among consumers in purchasing greeting cards; what factors are more or less important in
                driving greeting card purchasing decisions; and how can greeting card marketers and retailers
                better understand the hearts and minds of their consumers. In essence, we discover 'why people
                buy greeting cards.'

                Special Features in Greeting Card, Stationery, Gift Wrap and Party Goods and Paper Crafting
                Report, 2007

                Included in this report are:
                -Brand preferences in greeting card, stationery products and retailers.
            -Powerful guidance for retailers and marketers in pricing of different stationery products, based
            upon research findings of what the majority of consumers are paying today when they make their
            purchases.
            -6 Marketing Opportunities that will mean greater success for companies and retailers that develop
            strategies to take advantage of these emerging opportunities.
            -8 research-based Business Building Tactics to help greeting card and stationery marketers and
            retailers grow a more vibrant business.



Contents:   CHAPTER 1 — INTRODUCTION
            RESEARCH OBJECTIVES
            METHODOLOGY
            FOCUS GROUP RESEARCH
            QUANTITATIVE CONSUMER SURVEY 2007
            GENDER
            Figure 1: Survey Sample Gender, 2007 & 2005
            AGE OF RESPONDEDNTS
            Figure 2: Age and Generation of Stationery Buyers, 2007 & 2005
            INCOME OF RESPONDENTS
            Figure 3: Income of Stationery Buyers, 2007 & 2005
            OTHER DEMOGRAPHIC FACTORS
            Figure 4: Other Demographic Characteristics, 2007 & 2005
            2003 GREETING CARD AND STATIONERY SURVEY.

            CHAPTER 2 — ABOUT STATIONERY GOODS SALES & GROWTH
            STATIONERY GOODS MARKET DECLINED MODESTLY IN 2006
            Figure 5: Greeting Card, Stationery, Paper Crafting Market Size, 2006, 2004 & 2002
            GREETING CARD SALES DOWN, WHILE ALL OTHER STATIONERY GOODS CATEGORIES EXPERIENCE
            GROWTH
            Figure 6: Stationery Goods Detail Sales 2006, 2004 & 2002, including Greeting Cards, Paper Crafts,
            Social Stationery, Gifting & Partyware, Other Stationery
            STATIONERY SHOPPERS TURNED TO MORE SPECIALIZED SHOPPING EXPERIENCES IN 2006 AS
            THEY TURNED AWAY FROM THE MASS MERCHANTS
            Figure 7: Stationery Goods Sales by Channel of Distribution, 2006 & 2004
            INTERNET AND OTHER NON-STORE CHANNELS HAVE NOT YET FOUND TRACTION IN THE
            STATIONERY GOODS MARKET
            SALES OF CARDS BY CHANNEL OF DISTRIBUTION.
            Figure 8: Greeting Card Sales by Channels of Distribution, 2006 & 2004
            SALES OF PAPER CRAFTS BY CHANNEL OF DISTRIBUTION
            Figure 9: Paper Crafting Sales by Channel of Distribution, 2006 & 2004
            SOCIAL STATIONERY SALES BY CHANNEL OF DISTRIBUTION
            Figure 10: Social Stationery Sales by Channel of Distribution, 2006 & 2004
            GIFT WRAP AND PARTY GOODS SALES BY CHANNEL OF DISTRIBUTION
            Figure 11: Gift Wrap and Party Goods Sales by Channel of Distribution, 2006 & 2004
            OTHER STATIONERY SALES BY CHANNEL OF DISTRIBUTION
            Figure 12: Other Stationery Sales by Channels of Distribution, 2006 & 2004
            SALES OF CUSTOM-PRINTED CARDS & STATIONERY BY CHANNELS OF DISTRIBUTION
            Figure 13: Sales of Custom-Printed Stationery by Channels of Distribution, 2006
            PROJECTIONS OF STATIONERY GOODS INTO THE FUTURE
            Figure 14: Stationery Goods Market Projections, 2002-2010

            CHAPTER 3 — ABOUT STATIONERY GOODS CONSUMERS AND THEIR PURCHASES
            OVER 80 PERCENT OF U.S. CONSUMERS PURCHASED STATIONERY GOODS IN PAST YEAR
            PURCHASE INCIDENCE AMONG STATIONERY BUYERS ONLY
            Figure 16: Purchase Incidence among Stationery Buyers by Product Type, 2007
            DEMOGRAPHICS OF STATIONERY GOODS CONSUMERS -
            PRIME MARKET IS WOMEN OF ALL AGES AND ALL INCOME LEVELS
            Figure 17: Stationery Goods Purchasers Demographics, 2007
            KEY DEMOGRAPHIC DIFFERENCES FOUND BY TYPE OF STATIONERY PRODUCT BOUGHT
            GREETING CARD PURCHASERS SKEWED TOWARD A SLIGHTLY OLDER, FEMALE BUYER IN 2007
            Figure 18:Greeting Card Purchaser Demographics, 2007& 2005
            YOUNGER CONSUMERS WERE LESS ACTIVE GIFT WRAP AND PARTY GOODS CONSUMERS IN 2007
            – WOMEN AGED 25-TO-54 WERE THE MOST LIKELY TO PURCHASE
OTHER STATIONERY, E.G. CALENDARS, BLANK BOOKS, PENS, ETC., BUYERS SKEW TOWARD A
SLIGHTLY OLDER FEMALE
Figure 19: Other Stationery Purchasers Demographics, 2007 & 2005
SOCIAL STATIONERY IS THE ONLY MALE-SKEWING PRODUCT CATEGORY
Figure 20: Social Stationery Purchasers Demographics, 2007 & 2005
PAPER CRAFTING IS A FEMALE HOBBY AMONG THE MOST YOUTHFUL
Figure 21: Paper Crafting Purchasers Demographics, 2007 & 2005
STATIONERY BUYERS HIGHLY LIKELY TO BUY MULTIPLE PRODUCTS WITHIN THE CATEGORY
Figure 22: Stationery Goods Purchasers and Their Other Product Purchases
WHAT PRODUCTS ARE CONSIDERED STATIONERY?
SCRAPBOOKING IS MORE CRAFT THAN STATIONERY, WHILE MAKE-YOUR-OWN GREETINGS ARE
MORE STATIONERY THAN CRAFT
COMPUTERS AID PAPER CRAFTERS.
WHEN IS A GREETING CARD BETTER THAN A NOTE CARD, AND VICE VERSA?
GREETING CARDS ARE BETTER FOR….
BLANK NOTE CARDS ARE BETTER FOR…
MAKE-YOUR-OWN CARDS ARE BETTER FOR….
LETTERS ARE BETTER.
WHERE PEOPLE SHOPPED FOR STATIONERY PRODUCTS
Figure 23: Where People Shopped for Stationery Goods, Top Three Shopping Choices 2007
ABOUT GREETING CARD & STATIONERY SHOPPING
BRAND-LOYAL SHOPPER PICKS THE STORE FOR THE BRAND
HALLMARK STORES ALSO CARRY OTHER ACCESSORIES THAT GO ALONG WITH CARDS
FOR SPECIALTY LUXURY PAPER, YOU HAVE TO SHOP SOMEWHERE ELSE BESIDES A CARD STORE
FOR HOLIDAYS, YOU’VE GOT TO SHOP EARLY FOR BEST SELECTION.
PEOPLE TEND TO SHOP FOR CARDS ALL AT ONCE
TARGET IS A FAVORITE SOURCE FOR CARDS
CONVENIENCE IS KEY, BUT SO IS SELECTION
ONLINE IS SOURCE FOR PARTY-IN-A-PACK
TOTAL SPENDING ON STATIONERY GOODS AVERAGED $336 IN 2007, UP OVER 2005
Figure 24: Total Spending on Stationery Goods and Purchase Incidence, 2007 & 2005
UPPER-MIDDLE INCOME CONSUMERS SPENT THE MOST ON STATIONERY GOODS IN 2007
Figure 25: Total Spending Stationery Goods by Income Segments, 2007
WOMEN SPENT MORE THAN MEN ON STATIONERY GOODS
Figure 26: Total Spending Stationery Goods by Gender, 2007
CONSUMERS AGED 25-TO-34 YEARS WERE BIGGEST SPENDERS ON STATIONERY PRODUCTS
Figure 27: Total Spending Stationery Goods by Age Range, 2007

CHAPTER 4 -- ABOUT GREETING CARD PURCHASES & PURCHASERS
MAJORITY OF GREETING CARD SHOPPERS BOUGHT INDIVIDUAL PREPRINTED CARDS IN PAST
YEAR
Figure 28: Types of Greeting Cards Bought (including Custom-Printed Cards), 2007 & 2
TYPICAL GREETING CARD SHOPPER SPENT JUST UNDER $80 BUYING CARDS IN PAST YEAR,
INCLUDING INDIVIDUAL, BOXED AND CUSTOM-PRINTED CARDS
Figure 29: Type of Greeting Cards Bought, Number Bought and Average Amount Spent in Total
MORE IS BETTER WHEN BUYING CARDS BY THE BOX
Figure 30: Preferred Number of Cards Offered in Boxed Sets
ATTITUDES ABOUT PRICE/VALUE IS FIND SLIGHTLY MORE SHOPPERS WILL PAY MORE FOR BOXED
CARDS THEY REALLY LIKE
Figure 31: Attitude Statements about Price/Value When Buying Boxed Cards
MAJORITY OF CARD BUYERS IN BOTH 2007 AND 2005 RELIED UPON MASS MERCHANTS AS THEIR
PRIMARY SOURCE FOR GREETING CARDS, BUT IN 2007 FEWER CARD SHOPPERS WENT MASS
Figure 32: Where Greeting Card Shoppers Shopped, 2007 & 2005 and Direction of Change: Regular
& Occasional Sources
MAJORITY OF GREETING CARD SHOPPERS SHOPPED EVERY OTHER MONTH FOR CARDS
Figure 33: Frequency of Shopping for Greeting Cards, 2007 & 2005
OCCASIONS THAT STIMULATE GREETING CARD PURCHASES
Figure 34: Occasions When Greeting Cards Were Bought Past Year and Direction of Change, 2007 &
2005
HOLIDAYS WHEN GREETING CARDS ARE BOUGHT
Figure 35: Holidays When Greeting Cards Were Bought Past Year and Direction of Change, 2007 &
2005
OCCASIONS THAT STIMULATED INVITATIONS PURCHASES
Figure 36: Why Invitations Were Purchased, 2005
CHOOSING A CARD — IS IT MORE ABOUT THE GIVER OR THE RECIPIENT?
PICKING A CARD IS ABOUT WHAT THE OTHER PERSON LIKES….
PICKING A CARD IS MORE ABOUT WHAT I WANT TO EXPRESS…
ABOUT SELECTING THE RIGHT GREETING CARD
BOXED CARDS ARE ONLY FOR CERTAIN SITUATIONS
WHEN SELECTING BOXED CARDS, THE PACKAGING PLAYS A ROLE
SENTIMENT IS KEY IN SELECTING THE RIGHT GREETING CARD
SIMPLER IS BETTER
CARDS ARE FOR SAVING, SO A PICTURE THAT CAN BE FRAMED IS BETTER
IF THE PICTURE ON THE FRONT ISN’T RIGHT, THEN THEY WILL NEVER LOOK INSIDE
BRANDS LIKE HALLMARK ARE OFTEN FAVORED
QUALITY OF PAPER IS IMPORTANT TO SOME
SOME REJECT THE MASS BRANDS AND WANT MORE SPECIALTY CARDS
INSPIRATIONAL CARDS FILL A NICHE
CREATING PICTURE POSTCARDS FROM YOUR OWN PHOTOGRAPHS IS NEW OPTION
YOU GET IDEAS ABOUT WHAT KINDS OF CARDS TO SEND TO OTHERS FROM WHAT THEY SEND
YOU
HOW MUCH THE INDIVIDUAL WILL TREASURE THE CARD IS IMPORTANT
ABOUT CHRISTMAS GREETING CARDS DURING THE PAST HOLIDAY SEASON
PERSONAL CHRISTMAS CARDS BOUGHT
Figure 37: Average Number of Christmas Cards Sent Christmas 2006 & 2004 by Demographic
Segment
BUSINESS CHRISTMAS CARDS BOUGHT
Figure 38: Number of Business Christmas Cards Bought Past Christmas
MOST PEOPLE WILL SEND THE SAME NUMBER OF CARDS FOR CHRISTMAS 2007 AS CHRISTMAS
2006
Figure 39: Trends in Christmas Card Purchases for Christmas 2007 vs. Christmas 2006
CHRISTMAS CARDS ARE A SPECIAL FAMILY TRADITION

"GREEN CARDS" ARE SHOPPERS' FAVORITE SPECIAL FEATURE CARD
Figure 40: Special Features in Greeting Cards Bought
HUMOROUS-THEMED CARDS ARE STILL NUMBER ONE
Figure 41: Favorite Themes in Greeting Cards and Direction of Change, 2007 & 2005
THE CARD'S VERSE IS PRIME IMPORTANCE WHEN SELECTING A GREETING CARD
Figure 42: Why Selected Most Recent Greeting Card and Direction of Change, 2007 & 2005
WHERE GREETING CARD BUYERS MADE LAST PURCHASE.
Figure 43: Where Bought Most Recently Purchased Greeting Card and Direction of Change, 2007 &
2005
CONVENIENCE OF STORE IS KEY WHEN CHOOSING A STORE IN WHICH TO SHOP
Figure 44: Why Shopped in That Store for Most Recent Greeting Card Purchased and Direction of
Change, 2007 & 2005
SUMMARY OF KEY FINDINGS ABOUT GREETING CARD MARKET
ATTITUDES ABOUT GREETING CARDS
Figure 45: Attitudes about Greeting Cards
SEVERAL KEY ATTITUDES PREVAIL AMONG MOST GREETING CARD BUYERS
FOUR PERSONALITIES DEFINE THE GREETING CARD CONSUMER
Figure 46: Personalities of Greeting Card Consumers
Figure 47: Attitude Statements by Personality
PASSIONATE PATTY IS DILIGENT ABOUT SENDING CARDS FOR IMPORTANT, AND NOT SO
IMPORTANT, OCCASIONS
ALTERNATIVE AL/ALICE SHOULD KEEP GREETING CARD MARKETERS UP AT NIGHT — THEY DON’T
BUY INTO THE GREETING CARD PARADIGM
TRADITIONAL THERESA FAVORS EMOTIONAL CARDS AND SENDS THEM FREQUENTLY
DOWNSHIFTING DENNIS DOESN’T WANT TO BE BOTHERED
FIELD GUIDE TO THE FOUR GREETING CARD PERSONALITIES
Figure 48: Field Guide to the Greeting Card Personalities
CHAPTER 5 — ABOUT PAPER CRAFTING PURCHASES AND PURCHASERS
STICKERS, GLITTER, AND PAPER CRAFTING ACCENTS WERE CONSUMERS' TOP PICK IN PAPER
CRAFTING PRODUCTS
Figure 49: Paper Crafts & Crafting Purchase Incidence and Direction of Change, 2007 & 2
SHOPPING DETAIL PAPER CRAFTS AND CRAFTING SUPPLIES
Figure 50: Paper Crafting Purchases Detail 2007, Shopping Frequency, Total Spending
SCRAPBOOKING IS TOP PAPER CRAFTING HOBBY
Figure 51: Paper Hobbies & Crafts Participated In
DISCUSSION ABOUT PAPER CRAFTING
MAKE-YOUR-OWN CARDS AND SCRAPBOOKING IS SOCIAL HOBBY
IT TAKES ONE TO KNOW ONE
SCRAPBOOKING PRESERVES PERSONAL MEMORIES BUT THOSE MEMORIES ARE MEANT TO BE
SHARED
ONLINE SCRAPBOOKING IS TECHNOLOGY-ENHANCED, BUT THE OUTPUT ISN’T A BOOK SO MUCH
AS PICTURES
SOME PEOPLE ARE REALLY INTO PAPER
SCRAPBOOKING AND OTHER PAPER CRAFTING LETS YOU EXPRESS YOURSELF
CRAFTING IS VERY SPECIAL AND THE RESULTS ARE VERY SPECIAL TOO
CRAFTS ARE VERY OFTEN GIVEN AS GIFTS
SCRAPBOOKING RECORDS A FAMILY’S HISTORY
CRAFTERS CAN NEVER HAVE ENOUGH SUPPLIES FOR THEIR CRAFT
AND THEY ALSO NEEDS LOTS OF TOOLS
MAKE-YOUR-CARDS NEED SPECIAL PAPER
CRAFTING PAPER IS OFTEN SOLD INDIVIDUALLY
MATTING PHOTOGRAPHS IS FAVORITE USE OF SPECIALTY PAPER
SCRAPBOOKING IS PRIVATE TIME THAT REDUCES STRESS
PEOPLE ARE CRAFTY FIRST, THEN THEY GET INTO PAPER CRAFTS
SCRAPBOOKERS GET IDEAS MOSTLY FROM OTHER SCRAPBOOKERS
TRENDS IN PAPER CRAFTING
Figure 52: Trends in Time and Money Spent on Paper Crafting, 2007
PRESERVING MEMORIES IS REASON WHY MOST PEOPLE PARTICIPATE IN PAPER CRAFTING
Figure 53: Primary Reasons Why Craft with Paper
WHERE PAPER CRAFTERS SHOPPED FOR CRAFT SUPPLIES
Figure 54: Where Paper Crafters Shopped for Craft Supplies, Regularly and Occasionally,
2007 & 2005 and Direction of Change
FREQUENCY OF PURCHASING PAPER CRAFTS & SUPPLIES
Figure 55: Frequency of Purchasing Paper Crafts in Past Year, 2007 & 2005
WHERE SHOPPED FOR PAPER CRAFTS MOST RECENTLY
Figure 56: Where Shopped for Paper Crafts Most Recently, 2007 & 2005
WHY SELECTED THIS STORE FOR MOST RECENT PAPER CRAFTING SHOPPING TRIP
Figure 57: Why Shopped in This Store in Most Recent Paper Crafting Shopping Trip and Direction of
Change, 2007 & 2005
ABOUT SHOPPING FOR CRAFT SUPPLIES
STORE THAT GETS LOTS OF NEW STUFF IN OFTEN IS BETTER
GETTING A GOOD DEAL ALSO IS IMPORTANT WHEN CHOOSING A STORE
CRAFTERS SPEND LOTS OF MONEY ON THEIR CRAFT
CRAFTERS FREQUENT STORES WHERE THEY CAN ALSO DO THEIR CRAFT
MORE STORES ARE CARRYING CRAFTING SUPPLIES, BUT CRAFTERS STILL HAVE VERY SPECIAL
NEEDS
CRAFT SHOPPING IS THERAPY
SUMMARY OF KEY FINDINGS ON THE PAPER CRAFTING MARKET
ATTITUDES ABOUT PAPER CRAFTING HOBBIES
Figure 58: Attitudes about Paper Crafting Hobbies

CHAPTER 6 — ABOUT SOCIAL STATIONERY PURCHASES AND PURCHASERS
STATIONERY TO USE WITH COMPUTERS IS MOST PURCHASED PRODUCT
Figure 59: Social Stationery Purchase Incidence
SOCIAL STATIONERY PURCHASE DETAILS
Figure 60: Social Stationery Purchase Details, Number of Packets Bought, Total Amount Spent by
Type, 2007
REASONS WHY SELECTED PARTICULAR STATIONERY ITEM
Figure 61: Reasons Why Selected Particular Stationery Items Most Recently, 2007 & 2005
WHERE PEOPLE SHOPPED FOR SOCIAL STATIONERY
Figure 62: Where People Shopped For Social Stationery
FREQUENCY OF PURCHASE OF SOCIAL STATIONERY
Figure 63: How Often People Purchase Social Stationery, 2007 & 2005
WHERE PEOPLE SHOPPED FOR SOCIAL STATIONERY MOST RECENTLY
Figure 64: Where People Shopped for Social Stationery Most Recently, 2007
WHY SELECTED THIS STORE FOR MOST RECENT SOCIAL STATIONERY SHOPPING TRIP
Figure 65: Reasons Why Selected This Store for Most Recent Social Stationery Shopping, 2007
ABOUT USE OF COMPUTER FOR DIY PRINTING
Figure 66: Use of Computer for DIY Printing, Purchase of Specialty Paper for Computer
Printing, Ownership of Computer Programs for Special Printing
KIND OF SPECIALTY PAPER/CARD STOCK BOUGHT FOR COMPUTER PRINTING
Figure 67: Type of Specialty Paper or Card Stock Bought for Computer Printing
SATISFACTION WITH OUTCOME OF COMPUTER PRINTING
Figure 68: Level of Satisfaction with Computer for Special Printing Projects
SUMMARY OF KEY FINDINGS ABOUT SOCIAL STATIONERY MARKET

CHAPTER 7— ABOUT GIFTING AND PARTY SUPPLIES PURCHASES AND PURCHASERS
GIFT WRAPPING SUPPLIES ARE TOPS
Figure 69: Gifting & Party Supplies Purchase Incidence, 2007 & 2005
GIFTING & PARTY SUPPLIES PURCHASE DETAILS
Figure 70: Gifting & Party Supplies Purchase Details, 2007
WHERE PEOPLE SHOPPED FOR GIFTING & PARTY SUPPLIES
FREQUENCY OF PURCHASING GIFTING AND PARTY SUPPLIES
Figure 72: How Frequently People Shopped for Gifting & Party Supplies, 2007 & 2005
PEOPLE DISCUSS GIFT WRAP IN FOCUS GROUPS
WRAPPING PAPER NEEDS TO BE HEAVY, HIGH QUALITY, BUT MANY PEOPLE PREFER GIFT BAGS TO
WRAP
GIFT WRAPPING CAN BE CREATIVE ENDEAVOR
WHERE PEOPLE SHOPPED FOR GIFTING AND PARTY SUPPLIES MOST RECENTLY
Figure 73: Where Shopped for Gifting and Party Supplies Most Recently, 2007
WHY SELECTED THIS STORE FOR MOST RECENT GIFTING AND PARTY SUPPLIES SHOPPING TRIP
Figure 74: Reasons Why Selected This Store for Most Recent Gifting and Party Supplies Shopping,
SUMMARY KEY FINDINGS ON GIFT WRAPPING & PARTY SUPPLIES MARKET

CHAPTER 8 —ABOUT OTHER STATIONERY PURCHASES AND PURCHASERS
OTHER STATIONERY PURCHASE INCIDENCE
OTHER STATIONERY PURCHASE DETAILS
Figure 76: Other Stationery Purchase Details 2007, Number of Items Bought, Total Spending
WHERE SHOPPED FOR OTHER STATIONERY ITEMS
FREQUENCY OF PURCHASING OTHER STATIONERY ITEMS
Figure 78: How Often Purchase Other Stationery Items, 2007 & 2005
WHERE PEOPLE SHOPPED FOR OTHER STATIONERY MOST RECENTLY
Figure 79: Where People Shopped for Other Stationery Most Recently, 2007
SUMMARY OF KEY FINDINGS ON OTHER STATIONERY GOODS MARKET

CHAPTER 9 —ABOUT CUSTOM-PRINTED CARDS & STATIONERY PURCHASES AND PURCHASERS
CUSTOM-PRINTED STATIONERY PURCHASE INCIDENCE & SPENDING
Figure 80: Custom-Printed Purchase Incidence 2007
CUSTOM-PRINTING SHOPPERS' LEVEL OF INVOLVEMENT IN CUSTOM-PRINTING PROJECT
Figure 81: Attitudes about Custom-Printing, 2007
NUMBER OF CUSTOM-PRINTED ITEMS BOUGHT
Figure 82: Number of Custom-Printed Items Purchased in Past Year, 2007
AMOUNT SPENT PER SINGLE CUSTOM-PRINTED ITEM
Figure 83: Amount Spent on Single Custom-Printed Item Purchased, 2007
OCCASIONS THAT STIMULATED CUSTOM-PRINTING PURCHASES
Figure 84: Occasions that Stimulated Custom-Printing Purchases, 2007
WHERE PURCHASED CUSTOM PRINTING
Figure 85: Where Purchased Custom-Printing, 2007
IMPORTANCE OF TOUCH-AND-FEEL OF PAPER IN CUSTOM-PRINTING SELECTION
Figure 86: Importance of 'Touch-and-Feel' of Paper in Custom-Printing Job
TIME IN ADVANCE OF EVENT THAT ORDERED CUSTOM PRINTING
Figure 87: Lead Time for Custom-Printing Purchase
USE OF OTHER SERVICES OFFERED BY CUSTOM-PRINTER.
Figure 88: Use of Other Services Offered by Custom Printer
HOW DECIDED YOUR FINAL DESIGN FOR CUSTOM PRINTING
Figure 89: What Influenced Custom-Printing Design
LEVEL OF STATISFATION WITH CUSTOM-PRINTED PRODUCT AND CUSTOM-PRINTNG BUYING
PROCESS
Figure 90: Level of Satisfaction with Custom Printed Product and Custom Printing Process
            CHAPTER 10 — ABOUT CONSUMERS’ FAVORITE PRICES FOR STATIONERY ITEMS AND FAVORITE
            BRANDS
            AVERAGE AMOUNT PAID FOR LAST STATIONERY ITEM PURCHASED
            Figure 91: Average Amount Paid for Last Stationery Item Purchased, 2007
            SOME CONSUMERS FEEL PRICE OF CARDS IS GETTING TOO HIGH, WHILE OTHERS BELIEVE
            THE PRICE SENDS A VALUE-MESSAGE TO THE RECIEPIENT
            PRICE OF THE CARD SENDS A VALUE MESSAGE, SO HIGHER PRICED CARDS MEAN MORE
            TOP BRANDS OF GREETING CARDS, STATIONERY AND OTHER PAPER PRODUCTS
            IMPORTANCE OF BRANDS WHEN PURCHASING GREETING CARDS
            Figure 93: Importance of Brand When Purchasing Greeting Cards, 2007
            TOP RETAILER BRANDS FOR GREETING CARD, STATIONERY, PAPER PURCHASES
            Figure 94: Top Retail Brands Where Purchased Stationery Goods in Past Year, 2007 & 2005
            MARKETING PROFILES OF THE TOP STATIONERY BRANDS
            HALLMARK, INCLUDING DAYSPRING
            AMERICAN GREETINGS/CARLTON CARDS/GIBSON GREETINGS/BLUEMOUNTAIN.COM
            RECYCLED PAPER GREETINGS
            A.T. CROSS

            CHAPTER 11 — ABOUT TRENDS IMPACTING THE GREETING CARD, STATIONERY AND PAPER
            CRAFTING MARKETS
            TREND #1 — STATIONERY CUSTOMERS, ESPECIALLY GREETING CARD BUYERS, ARE TURNING
            AWAY FROM "MASS" AND GOING MORE "CLASS" WHEN THEY SHOP
            TREND #2 — GREETING CARDS IS ‘ZERO SUM’ MARKET TODAY OFFERING LITTLE GROWTH AND
            OPPORTUNITY FOR MARKETERS WITH THE SAME-OLD/SAME-OLD IDEAS
            TREND #3 — STATIONERY CONSUMERS ARE GETTING YOUNGER
            TREND #4 — OTHER STATIONERY PRODUCTS OFFER AN UPSIDE TO GREETING CARDS’
            DOWNSIDE
            TREND #5 — SHOPPERS VALUE CONVENIENCE SO RETAILERS SHOULD DELIVER ON THAT CORE
            VALUE
            TREND #6 — PAPER HOBBIES INTERSECT WITH COMPUTER TECHNOLOGIES
            APPENDIX A: GREETING CARD, STATIONERY, PAPER CRAFTS, GIFTING & PARTY SUPPLIES BUYERS
            SURVEY QUESTIONNAIRE
            STATIONERY BUYERS SURVEY QUESTIONNAIRE



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