Category Analysis Greeting Cards

Amidst the TikToks, memes and YouTube shorts that are able to convey all nuances of mood, reactions and humor—and so easily shared with a simple swipe of the finger—the lowtech act of choosing a meaningful card, hand-writing a heartfelt note and sending it to someone with a purposeful intent to form a connection may seem downright tedious. Yet consumers are proving they value the timeless tradition of putting pen to paper—or card —and conveying well wishes, condolences and all manners of sentiment in this way that requires no internet connection. Greeting card styles have clearly evolved in modern times thanks to category leaders that are putting resources toward understanding today’s most influential demographics so that they can keep options current, appealing and well-aligned with the values of modern-day shoppers.

“Hallmark knows it’s imperative that we evolve to meet the diverse needs of today's consumers,” said Amy McAnarney, VP and General Manager, Strategic Accounts and Business Development. “We aim to create cards that get to the heart of what shoppers want to say, while authentically reflecting their lives and relationships. We have been proactively developing new creative strategies to meet the needs of multicultural and multi-generational consumers.”

Among Hallmark’s initiatives are the inclusion of themes surrounding the importance of faith, family and home, said McAnarney. “Timely and topical content is an expectation, especially for African-American and Hispanic-American shoppers who see themselves as an early adopter of trends,” she said. “Younger generations are looking for messages that reflect their own values—kindness, generosity, inclusiveness, importance of making a difference and putting good out into the world.”

Younger generations are also often pop culture enthusiasts, and Hallmark’s extensive portfolio of licensed properties are an advantage. “Hallmark is leaning into cards and collections that help people connect based on characters, stories, interests, and identities they have in common through pop culture,” said McAnarney. “We’re incorporating trending characters and shows, like Schitt’s Creek, Ted Lasso and Stranger Things.”

Meanwhile, “Humor is a popular style that connects across generations,” McAnarney added. “Hallmark Shoebox, the No. 1 humor brand, is introducing new, timely designs and subject matter, including infographics, fresh lettering, meme-inspired photos, 3D papercraft, and more.”

The continued innovation in greeting card styles and messages is possible because there is a sustained demand. “The most exciting thing about the industry is that it is still thriving!” said Designer Greetings CFO Dawn Garvey in December. “While many people are streaming their media and the world seems to be pointing in a more digital direction, greeting cards remain a tactile purchase that people gravitate toward. People spend time browsing and selecting the perfect card—a gratifying break from scrolling feeds on their digital devices. Designer Greetings is always updating our existing product with fresh, new designs to stay on top of the latest trends. From an innovative and creative team of designers to reliable shipping and distribution practices, we don’t foresee a shortage of cards anytime soon!”

Designer Greetings has done the work to ensure it will remain a reliable supplier for its partners. “With more than 23,000 Everyday and Seasonal greeting cards, as well as our acclaimed giftwrap and stationary lines, we pride ourselves in always having the perfect card for every occasion,” Garvey said. “Having the forethought to stock a full warehouse ready to ship to our retailers kept our company driving forward, even in uncertain times. To further navigate any outside challenges, we broke ground on a new warehouse complex next to our headquarters, now encompassing more than 200,000 square feet, ensuring that we will continue as the reliable gold standard of service in the greeting card industry.”

Supporting the industry is the Greeting Card Association (GCA), which has been doing so for more than 80 years, according to Executive Director Nora

Weiser. “Recognizing grocery as an important retail outlet for greeting cards, GCA has actively included grocery buyers as partners in our community. For example, each year GCA’s Pitch Program gets brands in front of buyers for a Shark Tank-style opportunity to pitch their cards, and in 2022 Meijer participated. In addition to Meijer, we’ve also invited grocers like Wegmans and H-E-B to participate in our events.”

GCA drives growth in the category by providing members with the tools they need to innovate and grow their businesses, Weiser said. “As the industry’s nonprofit trade organization that means offering education, keeping members abreast of trends, celebrating creativity through our annual Louie Awards program, and giving members a chance to get in front of buyers and retailers at *Noted: The Greeting Card Expo and through our *Noted Villages at leading industry events like the Atlanta Market and NY NOW. Covid’s closure of non-essential businesses led to the dramatic growth of greeting card sales in the grocery channel during the peak of the pandemic. GCA has been educating members on how this has created opportunities to retain those higher levels of sales by partnering with grocery merchants with new merchandising, product, and marketing solutions.”

The organization has also opened new networking opportunities. “Keeping greeting cards front and center for retailers is key, and one way we do this is by inviting them to attend *Noted: The Greeting Card Expo,” Weiser said. “In 2020, we also expanded our association’s membership to welcome retailers as members, allowing them direct access to makers and their products through networking, events, and educational offerings. Consumers look to social media for trends, so we maintain an active Instagram presence as do our members, to display the vibrancy of the greeting card industry. Our annual Thinking of You Week event raises awareness of the value of sending cards and encourages consumers to send cards during a time of year when that otherwise might not be top of mind.”