Say it with cards

American Demographics, Feb, 1996 by Marcia Mogelonsky

Christmas is the biggest season for greeting cards, but Valentine's Day isn't far behind. Of the estimated 7.4 billion cards Americans bought last year, 12 percent were for Valentine's Day, according to the Washington, D.C.-based Greeting Card Association.

Today's $6.3 billion industry translates to about 30 cards (at $1.50 each) for every American man, woman, and child. Men and children don't buy many cards, however. In fact, women buy 85 to 90 percent of all cards, according to the association. Spending on greeting cards also varies by marital status and the presence or absence of children. Empty-nesters aged 55 and older spend 27 percent more than the average household on cards, according to A.C. Nielsen. Couples aged 35 to 54 who don't have kids at home spend 6 percent more than expected. Most of these people have children and grandchildren who live elsewhere, which is probably why they are in the market for lots of cards.

Since many greeting cards are bought for family members living elsewhere, couples with any children under age 18 living at home are only average in their card-buying behavior. Those with only children aged 6 to 17 spend almost 16 percent less than their household share. Those whose nearest and dearest are in the same house may feel less inclined to mark every little occasion with a card. They may also be too busy.

Young singles are the least card-conscious group. Singles under age 35 spend 21 percent less than their household share indicates on greeting cards, according to Nielsen, while those who are married spend an average amount. Young marrieds may send more cards because they are less likely to spend holidays with parents and siblings.

Greeting-card manufacturers don't want to wait for their customers to get married, have children, and launch them from the nest before they become heavy card buyers. In their search for another way to appeal to reluctant young adults, they have turned to computerized gadgets. American Greetings, the country's second-largest card company, is targeting the technologically addicted and handwriting-challenged--by selling personalized greetings through interactive kiosks. The kiosks are equipped with a choice of hundreds of cards and a keyboard. The customer types in the name of the person to whom the card is going and other data appropriate to the occasion. After the customer "designs" the personalized card, it is instantly printed. All that's left to do is address the envelope and mail it.

Women don't need much prompting to buy more cards, but manufacturers are giving it their best shot. Lines of "women to women" cards tackle subjects ranging from PMS to relationship stress and weight loss. Women may even send cards to each other as a consolation when their men don't send cards. If so, the men are missing an easy way to please their mates. Almost 40 percent of women consider love letters romantic, according to Roper Starch Worldwide of New York City. It's something to keep in mind on February 14th.

Dealing Cards

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