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Greeting Cards and eCards in the United States 2008

Description:    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?

                Our 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. We also present
                insights and opportunities in the market as they relate to peoples desires to stay connected, create
                memories, and express their emotions.



Contents:       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



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