The endurance of cards

To capture more greeting card sales, grocers should consider e-comm and alternative placement in-store

By Andrea Yu

AS THE PANDEMIC continues to limit in-person celebrations, greeting card sales remain strong as customers look for a way to deliver more meaningful sentiments.

A 2021 survey from Hallmark Insights & Analytics found that greeting cards, compared to other forms of communication, have the highest growth potential post-pandemic. “Of the 10,000 survey participants, the overwhelming majority believe the impact of cards are worth the time and effort,” explains Scott Legleiter, sales vice-president of national accounts at Hallmark Canada. “More than half of the consumers believe cards are more meaningful than other forms of communication.” And a 2021 survey from Narrative Research found more than half (54%) of Canadians have sent a greeting card using Canada Post within the last year.

Thanks to COVID-19, the way consumers are buying cards is changing, perhaps for good. As more consumers shop online for essentials such as groceries, retailers should consider the sales opportunities for greeting cards on their e-commerce sites. “With some of our other retail partners, you may be able to add a card to your online order for pick up or delivery,” Legleiter explains.

In-store shopping continues, however, to be a strong driver of greeting card sales. With consumers making fewer trips to the store, Legleiter says seasonal card displays are going up earlier in some of Hallmark’s retail locations, allowing more opportunities to purchase. And while the holidays are a big opportunity for card sales, they’re not the biggest. Rod Sturtridge, president of Carlton Cards Canada, says a significant portion of sales occur outside of the holidays. “[The No. 1] selling opportunity for every store is actually within the everyday card categories,” Sturtridge explains. “More than 70% of total yearly greeting card sales are gained from everyday cards. To put the category importance into perspective, the next highest selling season is Christmas at approximately 16% of total yearly sales.” Sturtridge sees greeting cards as an add-on item and an easy way for grocers to increase basket size.

Within everyday categories, Hallmark Canada says customers are gravitating towards messages that share positivity, encouragement, gratitude and messages referencing physical connections, like ‘Wish you were here.’ A new category of tongue-in-cheek cards has also emerged in light of the pandemic. Joanne McNeish, an associate professor of marketing management at Ryerson University, purchased multiples of a humourous card that she mailed to friends during the pandemic. It says: “If 2020 was a reality show, it would be cancelled.”

McNeish says new trends in greeting cards grocers should pay attention include recyclable cards, which do not incorporate foil or plastic glitter and appeal to a growing group of eco-conscious consumers. “The environment is important to most shoppers,” she explains. Another category of eco-conscious cards are those that have seeds embedded in the paper or card material, which can then be planted. “Some can be reused as a cleaning cloth and after many uses can be composted,” says McNeish. Since these cards are more expensive, McNeish recommends choosing styles with no message inside so they can apply to any occasion.

To boost greeting card sales, McNeish recommends retailers experiment with their placement in-store since cards are often an impulse buy. “If you have a wine boutique, flowers or toys as part of the store merchandise, position a small rack of cards by that area. By having a standalone display, you remind customers to add a card if the wine or toy is being bought as a gift.” McNeish also points to the bakery and takeout counters as another overlooked spot for card placement. “At the bakery counter, customers may be picking up a birthday or celebration cake.”

If space is limited, stick to cards without specific ages to celebrate birthdays and anniversaries. “Be sure to keep the displays tidy and full,” says McNeish. “[It’s] better to make the displays smaller but looking good than to have empty spaces due to stock-outs or the lack of employee attention.”

Lastly, as consumers have become accustomed to scanning for floor decals, McNeish reminds grocers of the opportunity to use this spot as a marketing tool. “While the COVID decals tend to be directions to stand apart or arrows, you could use floor decals in places where customers might be waiting in line, to remind them to buy a greeting card,” she says.