The Greeting Card Industry Decline?
What the greeting card industry decline means for card designers & brick and mortar shops.
There have been news articles over many months about the decline of the greeting card industry. Especially as big box stores reduce shelf space and specialty greeting card stores close or file for bankruptcy.
As a small business, with an even smaller line of cards, this is scary news. If the big guys and the specialty shops are giving up and going broke, what chance do we have?!
Well, this could be great news for us.
Here are 3 reasons why the greeting card industry decline is an exciting time for card designers and small businesses.
Consumers want to get away from technology – for once
The chain stores that are closing shop are linking this downturn to consumers moving to text messages and e-cards to share sentiments and well wishes.
I personally find this argument a bit of a cop-out because I’m seeing something completely different in the industry; Card purchases are happening more now than ever BECAUSE of technology.
Being on our phones all the time has really driven the trend of tangibility and interpersonal connections. Instead of texting, people seem to want to get back to how we used to share and communicate information by writing, calling, or getting together. Therefore, they’re getting away from their phones and finding more personal ways of connecting.
There seems to be a disconnect from what they suspect is happening and what is actually happening, which begs the question…do they really know what their customers want?
Consumers want to be understood – well!
Consumers have grown tired of being a transaction or number in a system. They want to feel connected to the places they’re shopping at and big box stores are so wide spread and grandiose, it might be impossible for them to really understand the communities they’re in or the people that shop there. I’m not saying it can’t be done by a few incredibly awesome employees on the ground, but the corporations who run all the chains aren’t privy to that day-to-day interaction.
Brick and mortar shops have the upper hand here because they really have their finger on the pulse of what’s happening in their community and the types of consumers that walk through their door every day. They have conversations and receive feedback on a daily basis.
With all of that in mind, they can customize their selection of cards to suit their consumer. They can also buy in small batches and even support local designers and illustrators to offer something that is truly unique to their shop and community.
Universality is not working anymore as it leaves little room for creativity and thoughtful sentiment.
Consumers want creativity – not generic sentiments
It’s not great to get the same card from two different people at your birthday. I’ve been both the giver and receiver in this circumstance – and it was a little embarrassing.
But it’s difficult to find eclectic selections from a big box store and there’s a reason for that.
They have to plan buying well in advance because they need time to design, produce, ship, and stock the cards in store. To prevent their selections from being outdated by the time it hits the shelves, keeping their selection universal is required. So while the cards might be cute, clever, and funny, they’re everywhere leaving the market to become saturated. In turn, making that clever card you just got feel very generic. Especially if someone else buys it too!
Card designers, on the other hand, have the ability to design and produce small runs, relatively quickly. And brick and mortar shops have the ability to stock them just as quickly. This allows both to be nimble as the trends shift.
You know that latest Netflix show your friend is obsessed with? Well, you’ll be able to find a card for it in the next month I’m sure.
Bottom line, I think the #shopsmall movement is catching on in a big way and that’s good news for the little guys like me!
While this may be a hopeful outlook, written by an optimistic designer, these thoughts are also based on what I’m seeing from the shops I do business with and other card designers so I can’t be far off, right?
What do you think about this “decline” in the greeting card industry? Do you think the box stores have it right? Comment below.
Or maybe you’re looking for some unique greeting cards for your next occasion? Feel free to check out my offerings.
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