Boxed Christmas cards have changed considerably in Australia over recent years. This year, more than ever, it is a charity story with each of the major publishers embracing charities centrally in their pitch. The charity brand pulls focus from the brand of the product itself.
What was a point of difference for one or two card companies in 2005 is now me too. Card companies will need to find other ways to distinguish their offering since there must be considerable competition for charity endorsement.
In London last November I noticed that every boxed card offering from major publishers had a charity connection. That is true here this year for the first time. While I support the charity contribution, it makes for a noisy marketplace. I wonder if we ought to do more at the retail level to engage beyond selling the product.