Greeting Cards and e-cards - US - February 2011
Despite the popularity of social networks and the availability of other modes of communication that allow people to remain in constant contact, there is still a universal desire to connect on a deeper level, and greeting card manufacturers are cultivating this need. Advances in technology have created a marketplace where consumers can choose a variety of methods for daily communication, and therefore greeting card companies must innovate at a quicker pace to stay relevant.
In the past year, American Greetings has introduced mobile greetings, partnered with the Breast Cancer Research Foundation as well as country pop sensation Taylor Swift, and has introduced multi-sensory cards and flipbook cards, while Hallmark has brought to market karaoke cards and special gift cards, partnering with popular merchants. At the same time, the easy availability of digital photo technology has given consumers a never-ending way to click, download, and share personal photos that can be incorporated into e-cards and sent to any computer. Mintel’s research in the greeting cards market discusses such issues as:
- Demographics most likely to purchase cards and to purchase cards more frequently
- What criteria consumers use to choose which card to send, and what types of messages they want to receive
- The impact of gender, age, income, and ethnicity in choosing greeting cards
- How technology and the widespread use of smartphones has affected the market
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This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
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