Card trends envelop social expression

Drug Store News, Oct 7, 1996 by Allene Symons

Greeting cards are the most socially responsive category in chain drug stores. With their serviced departments and replenishment data, greeting card manufacturers quickly turn blips on the trend curve into new or expanded products.

To cite a few examples: American Greetings has aimed new market research at seasonal offerings, has enhanced its Jewish card line and has launched a new version of its video and audio cassette gift boxes.

Hallmark has big expectations for its Goosebumps and 101 Dalmatians licenses across all its social expressions lines. The company also has big plans for its expanded Jewish marketing program.

Gibson is bullish about its Space Jam license and is also targeting grandparents and the resurgence of spiritual interest in two new greeting card lines.

Seasonal clout

According to AG research, 70 percent of all seasonal purchase decisions are made in-store, and 90 percent of shoppers who browse in the greeting card department will buy. To capture sales from customers who are not planning to stop in the greeting card department, seasonal outposting is one solution.

An example is a clip strip of Halloween cards in the candy aisle ... or seasonal outposting, such as a check stand card spinner featuring AG's Election '96 cards. These take a humorous look at political figures in a 10card line of birthday and friendship cards (including a witty top 10 list of requirements in a president).

Between seasons, American Greetings pumps up sales with its "Best of' temporary promotions featuring the best sellers in several card lines, like Best of Romance, Best of Opus and Bill, Best of Disoriented Express and others.

Another growth strategy built upon sales data is social expressions themes, whether it's pets, angels or a line of birthday cards (like AG's Wonderful Year) specially targeted to aging baby boomers. "Themes are a great way to micromarket, reflect trends and make an impactful statement," noted marketing coordinator Sara Eames of American Greetings.

Among the latest theme card launches is Hallmark's Warm Wishes, which is hitting stores this month. It features 92 card designs with coffee packets (from Brothers Gourmet Coffee). or tea bags (from Celestial Seasonings Herb Teas) incorporated into the card designs. Card topics cover everyday occasions ranging from birthdays to coping to congratulations.

Themed displays can make a strong and focused statement for the holidays, such as AG's Christmas Angels and Christmas Gift Wrap for Pet Lovers. Other themed super trays (these can be displayed in line or in a free standing outpost) include Christmas candles and a Christmas correspondence center.

Getting Goosebumps

Hallmark has the hot Goosebumps license from the bestselling R. L. Stine children's suspense stories. The line includes 12 cards (seven feature book cover designs), T-shirts, hats, stickers, tattoos, a button, a handle bag with a spooky sound chip and a line in Hallmark's Party Express. The Party Express offering includes essentials, such as plates, cups, napkins, table covers, treat sacks, hats, blowouts and sticker favors.

This opens up a variety of cross promotion possibilities. For example, in a recent promotion with the purchase of any three Hallmark cards, Longs Drug Stores offered a free Goosebumps pencil (although the pencil itself is not a Hallmark product).

Licensed product catches the browser's eye with the new and trendy. Hallmark has the "101 Dalmatians" license (Hallmark, Ambassador and Party Express) to tie in with the November live-action theatrical release. Products include greeting cards, stickers, gift bags, party goods and other items. American Greetings is also expecting good sales activity for its Dalmatian Station card and gift wrap line when the Disney film hits theaters.

Gibson's big license for fourth quarter is Looney Tunes Space Jam to tie in with the October theatrical release starring NBA star Michael Jordan, along with Bugs Bunny and the Looney Tunes gang who take on basketball-playing bad guys from outer space.

Growth trends in gift wrap shows that busy consumers want wrapping to be made easy. This season, American Greetings is adding convenience value.

One example is the newest version of its Audio/Video Gift boxes. These appear to be already wrapped (they are decorated with festive designs), and each box opens up to reveal a surprise pop-up greeting card.

Another AG gift wrap convenience offer is a Christmas wrap promotion with free adhesive tape packed on selected rolls of premium gift wrap. As 1996 draws to a close, American Greetings customers will get a preview of Valentine's Day 1997. In one of its national promotions, AG is offering a free package of cello thank you notes with the purchase of any three Christmas counter cards--and on the cello's backer card is a preview of the upcoming Valentine's Day special offer.

Gibson is rolling out its first seasonal cards specifically designed for grandparents to send to their grandkids, signed Remember the Grandkids. These cards were just introduced for Halloween and will be introduced for other seasons and in everyday cards. A driver for this line, notes Gibson's director of marketing, Don French, is the increasing number of baby boomers turning 50 who are attaining grandparent status.