Challenges Faced by the Greeting Card Industry
The greeting card industry is facing challenges from the recession and competition from digital alternatives. However, there is still demand for physical cards, a $7.5 billion business. The industry is adapting by offering new products and partnering with retailers to reach new customers.
Millennials Keeping the Industry Alive
Millennials are keeping the industry alive by buying fancier, personalized cards. Card makers should create cute, funny, offensive, frameable cards that stand out as gifts.
The Future of Greeting Cards
Physical cards break through digital clutter. But overall sales are declining 3% yearly as specialty stores close. However, suppliers like American Greetings still sell to major retailers.
Consumers enjoy personalized cards that bring in over $7 billion in sales. The holidays increase sales. So some see personalized cards as an alternative to commercialism.
Focusing on professionals needing unique cards can be profitable instead of selling to the public. Check industry resources to submit designs to publishers or self-publish.
People now communicate via social media and e-greetings. But 70-80% of millennials keep cards they’re given, as cards remain relationship milestones.