Greeting card sales in newsagencies dipped 4.3% in December 2010 compared to December 2009 … based on the newsagency sales benchmark study I have just completed. This decline in unit sales in December is steeper than the decline seen for the December quarter.
More than 75% of stores participating in the sales benchmark study recorded a decline in card sales in December. The average increase of the 25% of stores reporting an increase was 2.3%.
I put the greeting card sales decline down to the pre Christmas interest rate rise, consumer uncertainty which was a theme for all of 2010, increased messaging by text and social media and lack of promotion of the greeting card category to educate consumers about the emotion of sending a greeting card as opposed to a text message.
While it is too early to say, my sense is that greeting card publishers and retailers should team up to promote cards to consumers. You do not want to be wishing this had been done when it is too late.