stevens, pa (PRWEB) November 07, 2013
Market disruption brought on by the internet is a common story today. The market for greeting cards is no different. As consumer demand for traditional preprinted greeting cards has fallen, customers are turning to the internet to create-their-own personalized greetings. Thanks to this rapidly growing custom-card sector, the overall the greeting card market dropped a modest 1.9 percent from 2009 to 2013, according to the newly published report by Unity Marketing, based upon a new survey among 500 recent greeting card customers.
Behind the numbers are some big consumer-driven shifts, Pam Danziger, president of Unity Marketing and author of the new study explains. “Through the research, we found that the sales of individual, preprinted greeting cards dropped sharply, while those of custom greetings rose by an even greater share and the sales of boxed cards enjoyed a modest rate of growth over the past four years,” Danziger said.
Danziger explains the key trends in the greeting card market
More about the new study of the greeting card market
Unity Marketing has taken the results of a new 2013 survey among greeting card customers and compiled it with two previous surveys from 2007 and 2009 to provide a comprehensive view of the greeting card market. The Greeting Card Market 2013 report includes market size, including key segments of the greeting card market such as individual cards, boxed cards and customized greetings. It also studies trends in the channels of distribution as customers turn to new types of stores in which to buy greetings. It tracks historic trends in customers' preferences for different types of cards, different themes, different formats, and special features, such as musical enhancements, ecologically-friendly inks and papers. This study also examines the four different personalities of greeting card customers and shares how marketers and retailers can maximize sales to each specific type of customers.
About Pam Danziger & Unity Marketing
Pamela N. Danziger is an internationally recognized expert specializing in consumer insights for marketers targeting the affluent consumer. She is president of Unity Marketing, a marketing consulting firm she founded in 1992. Pam received the 2007 Global Luxury Award for top luxury industry achievers presented at the Global Luxury Forum by Harper's Bazaar. Luxury Daily named Pam to its list of "Women to Watch in 2013."
Pam gives luxury marketers "All Access" to the mind of the luxury consumer. She uses qualitative and quantitative market research to learn about their brand preferences, shopping habits, and attitudes about their luxury lifestyles, then turns these insights into actionable strategies for marketers to use to reach these high spending consumers.
Pam's latest book is Putting the Luxe Back in Luxury: How new consumer values are redefining the way we market luxury (Paramount Market Publishing, 2011). Her other books include Shopping: Why We Love It and How Retailers Can Create the Ultimate Customer Experience, published by Kaplan Publishing in October 2006; Let Them Eat Cake: Marketing Luxury to the Masses-as well as the Classes,(Dearborn Trade Publishing, $27, hardcover) and Why People Buy Things They Don't Need.