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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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