Price suddenly matters. It also means the sector is by no means dead. Half of the adult consumers surveyed purchased a greeting card in the past year from either a specialty retailer, a mass merchant or by mail order. The prime market for greeting cards and other stationery products follows a remarkably distinct demographic profile. That is an individual between 25 and 44, living in a communal household.
Women buy cards more frequently than men.
Purchases include about a dozen counter cards for year-round occasions and two boxed sets of cards, most probably for use on vacation. Unity's research indicates a shift in consumer attitudes to explain the change in growth patterns in the industry. This reveals four different types of greeting card purchasers, each with a different motive and with differing behaviour. These people are buying fewer greeting cards today than they did in the past, and tend to be older. The sales challenge has sparked creativity in both cards and related greetings products.