GENERAL MERCHANDISE: GREETING CARDS
Christmas in Every Flavor Holiday cards are targeting more secular shoppers and those with varying levels of faith By Debby Garbato
When it comes to God and religion, today’s U.S. population encompasses staunch followers, moderate observers, resolute atheists and many shades in between. The number of nonreligious consumers continues to grow, with millennials being the least religious group. Since millennials spend the most per December holiday card, suppliers are offering more products recognizing their values. Cards are more secular and generic, emphasizing humor, fun and pop culture. Using heartfelt, nonsectarian messages that are not too long, gooey or serious, they celebrate the value of relationships in a post COVID-19 world. Art can involve animals, nature, word plays or celebrities. Holiday cards targeting African-Americans and Hispanics are also important. Classic Christmas designs involving
icons like Santa and baby Jesus continue to perform. But they are taking a lighter approach and utilizing contemporary colors and designs. Customary red and green remain popular, but they are being complimented by pink, teal and other hues, yielding new looks and reinterpretations of established themes. “While traditional and religious designs are still important, there’s a trend toward being a bit more generic,” said Don Kallil, president, Design Design. “This is the biggest transition over the past 10 years. Many people want to send cards across groups with varying degrees of faith. We still use traditional Christmas trees and religious images. But they’re executed in more contemporary, secular ways. They appeal to Christians who are progressive, current thinkers.” Religious interest began waning about
40 years ago. In 1971, 96% of U.S. adults indicated a religious preference; just 4% cited no affiliation, said a 2021 Gallup Poll. In 2021, 20% cited no religious affiliation. Among millennials, 33% identified as nonreligious. Millennials are also the most culturally varied generation in U.S. history, with 38% being of non-Anglo descent. And 9.1% identified as LGBT, compared to 3.8% for Gen X and 2% among Boomers, indicated Gallup. “Younger generations are more diverse across culture and faith,” said Amy McAnarney, vice president and general manager, key accounts and business development, Hallmark Cards. “It’s not uncommon for them to spend $5 to $10 on cards whose holiday messages are open-minded, inclusive and sensitive to everyone’s beliefs.”
(left) Targeting millennials, Up With Paper pairs a Yeti photo with a play on words. (center) Design Design’s nonsectarian “Celebrate the season” card uses pastel colors. (right) A long-time bestseller for Avanti Press shows a dog in the snow licking a pole and getting its tongue stuck.
70
November 2022 DRUGSTORENEWS.COM
070-073_DSN_GeneralMerch_1122_NM_HE.indd 70
10/19/22 11:32 PM