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Greeting Cards and eCards in the United States 2010
Mintel, Feb 2010, Pages: 70
In the midst of a recession, people feel the need to connect more than ever. Even with the availability of instant modes of communication, the need to feel connected still exists. This is precisely why greeting cards have managed to stay relevant and continue to grow, even as they are absorbed into modern modes of connecting.
Since 2008 there has been significant innovation in the greeting card market. Sound clips are becoming more elaborate, and people can record their own messages. Webcams allow recipients to coexist in a state of augmented reality with the characters on their card. E-cards can be sent to mobile phones. Yet traditional cards are still appealing, though they may now involve intricate customization. Manufacturers are also creating ways for people to relay sentiments for even the most difficult of situations (someone with cancer, for example) as well as ways to let the consumer express unique feelings and images.
Mintel’s research in the greeting cards market discusses such issues as:
- Who is more likely to purchase cards and to purchase more per occasion
- What criteria do consumers look for when selecting a card
- What role race and Hispanic origin plays in card selection
- How e-cards have changed the overall card landscape
- How advancing technology in cell phones, computers, and the internet have assisted the greeting cards market
- How manufacturers differentiate themselves
- Where consumers like to purchase cards
- How card prices figure in with recessionary spending patterns
- Potential growth opportunities
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