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The Greeting Card, Stationery, Gift Wrap & Party Goods and Paper Crafting Report 2007
Unity Marketing, Oct 2007, Pages: 200
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.
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