Content about E-card

The greeting card category is shifting. Category giants American Greetings and Hallmark face the threat of competition from e-cards and are challenged by increased segmentation of the card category. Hallmark estimates that over the past decade, the number of greeting cards sold in the United States has dropped from 6 billion to 5 billion annually.


The Greeting Card Association reports that while greeting card unit sales have fluctuated over the past several years, the industry continues to generate annual revenues of $7 billion to $8 billion.


Experts said that despite competition from electronic cards and rising postal fees, there still is a future for the paper greeting card category. Sean O’Malley, an analyst for Wedge Capital, estimated the industry saw 1% unit volume growth last year. He estimated 2011 greeting card sales were $2.5 billion to $3 billion. Nearly 80% of category sales are driven by women ages 30 to 50 years whose “habits die hard,” according to O’Malley. Premium cards and value cards are performing best.

WASHINGTON — The Pharmacy Technician Certification Board is partnering with American Greetings to promote Pharmacy Technician Day on Tuesday, the PTCB said.

The two developed an interactive e-card that people can send to pharmacy technicians to show their appreciation.

The PTCB also gave some ideas about how pharmacies can celebrate their technicians, including breakfast buffets, luncheons and dessert receptions; PTCB gear presented as tokens of appreciation; letters of appreciation; banners and others.


The supplier in the greeting card aisle may not be enough to capture consumer interest. While smaller, niche players make up less than 5% of category sales, according to one manufacturer, those companies can offer a point of differentiation to retailers that larger manufacturers can’t provide.


KANSAS CITY, Mo. — Hallmark is touting postage-paid greeting cards for Mother's Day.

The greeting card maker said it has developed 90 postage-paid greetings specifically for Mother's Day, ranging from $2.69 to $3.99.

Hallmark postage-paid greetings feature the U.S. Postal Service's Intelligent Mail bar code on the front of the envelope, the company said. When the cards are processed at a Postal Service facility, the bar code automatically indicates to the Postal Service that the postage is paid.

Hallmark cards are available in retailers nationwide.

CLEVELAND — American Greetings said it is revolutionizing the tradition of blowing out birthday candles into a multisensory experience.

With its new Ready, Set, Blow line of greeting cards, the recipient is prompted to blow on the card upon opening it. A special sensor is then activated, making the festive scene come to life with LED lights, as well as either an exciting birthday song or sound. In each card, a breath of air extinguishes birthday candles, activates horns and lights or recreates a childhood wish on a dandelion, American Greetings said.

CLEVELAND — American Greetings is decking card aisles with its LCD-enhanced cards, preloaded with Christmas images or ready to be customized with favorite photos. The four designs feature full-color LCD displays and high-quality audio.

American Greetings was the first to bring LCD technology to greeting cards last year. The patented innovation allows consumers to upload photos into a digital slideshow card. This year, the company has expanded its card selection.

ROCHESTER, N.Y. — Kodak is introducing a new innovation that provides consumers with ways to give greeting cards a personal touch.

Kodak's new personal greeting cards give consumers a variety of ways to quickly customize and print personal cards in seconds at select in-store Kodak picture kiosks nationwide. Customers can create cards in three easy steps:

• Touch the screen on the kiosk;

• Select an occasion and the preferred style of the card; and

• Begin the personalization process.

CLEVELAND American Greetings is bringing laughs on the go with its latest line.

Pocket Talkers offer a whole new take on funny sound cards. The cards feature detachable talking characters that are sure to entertain, American Greetings said. Each "talker" is mounted to the front of the greeting card and is ready to serve up a series of funny audio clips at the push of a button.

Pocket Talkers are available for purchase wherever American Greetings products are sold.