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Greeting cards are endangered -- just ask Walmart and CVS

By CBS News

Big retailers plan to shrink the card aisle as people increasingly use social media to convey their feelingsRead full story

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  • It's not all doom and gloom for card makers. Millennials are the fastest growing group of card purchasers. And greeting cards with a snarky edge, as well as high-end cards that retail for more than $10, are increasingly popular with shoppers. 

  • I'm actually surprised that greeting cards sales in the US have declined by ONLY 3% for the past five years, considering that e-cards was one of the first product categories that were offered online around 95-98

    (dating them by memory. Nonetheless, that's more or less over 20 years!)

  • "Greeting cards with a snarky edge, as well as high-end cards that retail for more than $10, are increasingly popular with shoppers." Wait what? I need to see the numbers behind this. I just want a card that is reasonably priced, not 5 or 6 dollars.

  • But have you ever seen the cards at Target? They’re hilarious. It’s my go-to place any time I need to buy a card and it makes me want to do so more often. Alas, it’s not as simple as content. We’re in the digital age where we can send someone a code on Facebook that acts as a Starbucks gift card (haven’t used Facebook for awhile, so maybe this has changed?). As things get more impersonal, we stray away from things like greeting cards. It is what it is. I remember watching “500 Days of Summer” and

    But have you ever seen the cards at Target? They’re hilarious. It’s my go-to place any time I need to buy a card and it makes me want to do so more often. Alas, it’s not as simple as content. We’re in the digital age where we can send someone a code on Facebook that acts as a Starbucks gift card (haven’t used Facebook for awhile, so maybe this has changed?). As things get more impersonal, we stray away from things like greeting cards. It is what it is. I remember watching “500 Days of Summer” and laughing my head off when JGL’s character quit his job creating greeting cards (“Rhoda, this is total sh*t”). I thought about how no one really buys greeting cards anymore anyways. That was ten years ago. I mean, welcome to an example of what technology will inevitably erase, I guess.

  • The constant increase in greeting card prices has caused consumers to evaluate the cost vs value equation for this particular product line. Also, the advent of e-mail and different greeting card apps have obviated the need for cards that are inconvenient compared to electronic greetings. The greeting card consumer must go to a store selling the cards, spend time finding the right card out of a choice of hundreds, bring it home, personalize and sign it, apply postage or bring to the post office and

    The constant increase in greeting card prices has caused consumers to evaluate the cost vs value equation for this particular product line. Also, the advent of e-mail and different greeting card apps have obviated the need for cards that are inconvenient compared to electronic greetings. The greeting card consumer must go to a store selling the cards, spend time finding the right card out of a choice of hundreds, bring it home, personalize and sign it, apply postage or bring to the post office and mail in time for whatever event it acknowledges. Furthermore, a typical greeting card display makes up too much room compared to the productivity of other products for sale in the store. The companies that make up the greeting card industry need to use modern technology to sell their products. Consider replacing long rows of card displays with simple-to-use terminals where the consumer can sit, choose a card based upon express preferences, personalize it including a voice message and have it sent by e-mail or postal mail. Adding a ATM cash or credit card redeemable at a store that the recipient prefers (not VISA or other card that charges a fee) would make this transaction truly “turnkey”. Finally the buyer could set up all the events for the year in one place without worrying about forgetting anybody.

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