Chains gear up for Valentine's Day

Chain Drug Review, Feb 2, 2009

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NEW YORK -- About 191 million Valentine's Day cards are exchanged each year, making the holiday the second-largest for greeting card giving, and chain drug stores are now allocating significant space for Valentine's Day cards and other social expressions products.

This year is of particular importance in the category, as many on budgets select more elaborate Valentine's Day cards in lieu of gifts.

For example, New York City-based Duane Reade Inc. has a number of Valentine's Day sound cards on display from American Greetings Corp., playing such classic love songs as "Venus" and "Only You."

These are part of American Greetings "Lights, Sound and Action" initiative, launching in 2009.

"These innovations provide a great complement to our many content-based innovations, including our new Lovematters collection, which we launched in conjunction with Valentine's Day," says Steve Laserson, American Greetings' vice president of greeting cards.

Meanwhile, Hallmark Cards Inc. has created more than 2,000 Valentine's Day designs, including Recordable Cards with Music, which enables the sender to record a 10-second message that plays before a prerecorded song.

Song titles include "My Guy," "Shine On" and "I Can't Help Myself."

Cards with Sound play favorite songs by the original artists as well as audio clips from movies and television shows.

Big Time Sound Cards measure 11-by-11 inches and pack a powerful sound quality, while Cards with Light and Sound combine two innovative technologies into one card--including fireworks.

The supplier is also observing the 2009 Valentine's Day holiday with its "Celebrating 50 Years of Motown" CD collection of classic love songs.

"This CD will appeal to all generations because it contains songs that are an integral part of so many of our lives," says Jay Quickel, Hallmark's retail merchandise manager. "The classic romantic and memorable songs we've chosen for this special album reflect the essence of Valentine's Day."

The CD marks the first Valentine's Day compilation from Hallmark, and is priced at $7.95 with the purchase of three Hallmark cards.

Meanwhile, both American Greetings and Hallmark and working with their chain drug retail partners to offer eye-catching displays in their social expressions aisles.

For example, Hallmark is improving the retail experience for Valentine's Day and year-round by making store environments more compelling, better branded and easier to shop.

"Clear lines, clearer signage and the flexibility to showcase innovative products all respond to consumer insights about the shopping experience," says a Hallmark spokesman.

In the broader social expressions category, the supplier is introducing innovative bags with sound, Ready to Go bags, and Fun-Zips.