Based on the data I’ve been looking at representing a small group of retail newsagents in Australia I’d suggest that the Internet is not impacting greeting card sales. Sales this year are up on last year. Across the counter comments suggest that people feel there is no substitute to writing the card yourself and posting or handing it to a friend, colleague or family member.
So, while the Internet rips into some magazine categories, newspapers, books, music and many gift lines, the personal touch of the greeting card ensures the category remains solid.
I suspect that this has something to do with the journey of the choice of card purchase and the giving. These are not things to speed up because if you do you’re worries the recipient will sense you think less of them. It also has to do with the bit of ourselves which goes with greeting cards. The Internet will struggle to deliver this personal touch … at least for now.
Card companies have done well to continue to evolve their category and improve the finishing of their product, reinforcing that you need to touch the product to make the right purchase.