Retro-inspired designs making comeback

Drug Store News, May 19, 2003

Troubled times typically help people realize that life is richer when family and friends reach out to one another. That simple fact of life is a key reason why the greeting card category has been doing much better this year.

"When the going gets tough, people yearn to be close and connect with people and things most important to them," said Marianne McDermott, executive vice president of the Greeting Card Association. "And sending a card to remember those we care about helps both the giver and the receiver."

With the war in Iraq winding down, the average American has grown closer to family and friends, and this bears itself out in recent sales trends for greeting cards. The category has seen significant upswings in sales in what GCA calls "everyday general" friendship cards and more "emotion-based me-to-you" messages, McDermott explained.

According to the GCA, approximately 7 billion greeting cards are purchased annually, while the total dollars spent on greeting cards per year exceeds $7.5 billion.

According to McDermott, the hottest trends this year have been retro-inspired designs and colors nostalgic of the 1950s and 1960s, which McDermott noted are "making a huge comeback."

TOP SELLERS IN SEASONAL CARDS

                               $       %
Seasonal cards             sales *  of sales

Christmas                 $2,280      61%
Valentine's Day              930      25
Mother's Day                 150       4
Easter                       112       3
Father's Day                  93       3
Other                        168       4
Total seasonal cards       3,750
TOTAL ALL GREETING CARDS   7,500

Source: Greeting Cards Association

* Sales in millions

TOP SELLERS IN EVERYDAY CARDS

                           $       %
Everyday cards         sales *  of sales

Birthday              $2,250      60%
Anniversary              300       8
Get Well                 262       7
Friendship               225       6
Sympathy                 225       6
Other                    480      13
TOTAL EVERYDAY CARDS   3,750

Source: Greeting Cards Association

* Sales in millions

RELATED ARTICLE: GREETING CARD FACTS

90% of U.S. households buy at least one greeting card per year.

87% of those who purchase at least one card a year for an everyday occasion buy at least one birthday card.

70% of those who purchase at least one card a year buy at least one seasonal card a ear.

Source: Greeting Cards Association