Card Sharp

Paper greetings aren’t disappearing, manufacturers insist, but innovation in the category is essential to compete with digital and social alternatives

- Barbara Sax

Paperless substitutes and higher postage stamp rates have taken a toll on the greeting card category. But even as more consumers migrate to e-cards, card manufacturers say that occasions remain when only a traditional paper greeting card will do, and cards and wrap continue to see strong sales at retail.

According to Jeanne Sheehy, executive director of the Washington, D.C.-based Greeting Card Association, it’s a myth that people are sending fewer cards. “While more people may be acknowledging birthdays with the availability of social media, they are not sending fewer cards as a result,” she asserts. “In fact, with the emergence of digital and social greetings, the term ‘card-worthy’ has emerged for people to whom one sends a paper card. The term captures the emotional connection of sending and receiving a greeting card.”

New and improved

Cleveland-based American Greetings sees consumers turning to digital greetings as a complement to paper greeting cards, not a replacement, according to a company representative, who adds that American Greetings paper cards consistently outperform the general merchandise category in the grocery channel. “We are seeing growth in both cards and gift packaging as a result of our focus on innovation,” stresses the rep. “These new products offer a great value at a slightly higher price and have put the excitement back in greeting card departments.”