Greeting Cards and e-cards - US - February 2011
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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:
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