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Greeting Card Market 2013: The Ultimate Guide to the Greeting Card Consumer Market
Research .......................................................................................................................................................................... 16
Demographics of Greeting Card Buyers ....................................................................................................................... 16
Sales & Growth in the Greeting Card Market ............................................................................................................... 17
Greeting Cards for Holidays and Occasions ................................................................................................................. 19
Greeting Card Features & Themes ................................................................................................................................ 20
Shopping Destinations for Greeting Cards .................................................................................................................... 20
Personalities of Greeting Card Customers .................................................................................................................... 20
Greeting Card Customers’ Favorite Brands, Retailers and Websites .......................................................................... 21
Chapter 1: Demographics of the Greeting Card Customers .................................................................................. 22
Total Purchase Incidence of Greeting Cards ...................................................................................................................... 22 Figure 1: Greeting Card Purchasers, 2013, 2009, 2007 & 2005 including custom-printed cards ................... 23
Take Action>> ................................................................................................................................................................ 24
Figure 3: Greeting card buyers and non-buyers by gender, 2013, ...................................................................... 25
Greeting Card Market 2013: The Ultimate Guide to the Greeting Card Consumer Market
Income ............................................................................................................................................................................. 26
Take Action>> ................................................................................................................................................................ 27
Age of Respondents ........................................................................................................................................................ 29
Figure 6: Age and Generation of Greeting Card Buyers,2013, 2009, 2007 & 2005 ....................................... 29
Take Action>> ................................................................................................................................................................ 30
Figure 7: Greeting card buyers and non-buyers by age, 2013 ........................................................................... 30
Take Action>> ................................................................................................................................................................ 31
Trends in Use of Greeting Cards, among Buyers & Non-Buyers Alike ..................................................................... 34
Figure 10: Impact of text messaging, email, social media on greeting card usage 2013 ................................. 34
Take Action>> ................................................................................................................................................................ 35
Chapter 2: Sales & Growth of the Stationery Goods & Greeting Card Market ................................................. 37
Take Action>> ................................................................................................................................................................ 38
Historical Data on Stationery Goods Industry .............................................................................................................. 41
Greeting Card Market 2013: The Ultimate Guide to the Greeting Card Consumer Market
About Channels of Distribution for Greeting Cards .......................................................................................................... 42 Figure 14: Greeting card markets by channels of distribution, 2009 & 2013 ................................................... 42
Historical Channel of Distribution for Greeting Cards ................................................................................................. 44
Figure 15: Greeting Card Sales by Channels of Distribution, 2009 & 2007 ..................................................... 44
Take Action>> ................................................................................................................................................................ 45
Chapter 3: About Greeting Card Purchases & Purchasers .................................................................................... 46
Details about Greeting Card Purchasing ....................................................................................................................... 46
About Individual Greeting Card Purchases ........................................................................................................................ 47 Figure 16: Purchases of individual greeting cards, 2013, 2009, 2007 ............................................................... 48
Take Action>> ................................................................................................................................................................ 48
About Number of Individual Cards Bought & Amount Spent .................................................................................... 48
Figure 17: Number of individual greeting cards purchased and average.amount spent, 2013, 2009, 2007 ... 48
Figure 18: Distribution of number of greeting cards bought 2013 .................................................................... 50
Take action>> ................................................................................................................................................................. 51
Figure 19: Distribution of amount spent on individual greeting cards, 2013 ..................................................... 51
Take Action>> ................................................................................................................................................................ 52
About the Last Individual Greeting Card Bought ......................................................................................................... 53
Figure 20: Spending on last greeting card bought, 2013 .................................................................................... 53
Take Action>> ................................................................................................................................................................ 54
Where People Bought Their Last Individual Greeting Card ........................................................................................ 55
Figure 21: Where last individual greeting card was bought, 2013, 1009 .......................................................... 55
Take Action>> ................................................................................................................................................................ 57
Greeting Card Market 2013: The Ultimate Guide to the Greeting Card Consumer Market
About Boxed-Card Purchases ............................................................................................................................................. 58 Figure 22: Types of boxed cards purchased, 2013, 2009, 2007 ........................................................................ 58
Take Action>> ................................................................................................................................................................ 59
About Number of Boxed Cards Bought & Amount Spent .......................................................................................... 60
Figure 23: Number of boxed greeting cards purchased and average amount spent, 2013, 2009, 2007 .......... 60
Take Action>> ................................................................................................................................................................ 61
Figure 24: Distribution of number of boxed cards bought, 2013 ....................................................................... 61
Take Action>> ................................................................................................................................................................ 62
Figure 25: Distribution of amount spent on boxed cards, 2013 ......................................................................... 63
About the Last Box of Cards Bought ............................................................................................................................ 64
Figure 26: Spending on last box of cards bought, 2013 ...................................................................................... 64
Take Action>> ................................................................................................................................................................ 65
Where People Bought Their Last Box of Greeting Cards ............................................................................................ 66
Figure 27: Where last box of greeting cards was bought, 2013 ......................................................................... 66
Take Action>> ................................................................................................................................................................ 68
About Custom-Card Purchases ........................................................................................................................................... 69 Figure 28:Types of custom cards purchased, 2013, 2009, 2007 ......................................................................... 69
Take Action>> ................................................................................................................................................................ 70
Occasions for Custom Card Purchases .......................................................................................................................... 71
Take Action>> ................................................................................................................................................................ 71
Figure 29: Occasions when customized cards are purchased, 2013 .................................................................. 72
Number of Custom-Printed Cards Bought .................................................................................................................... 73
Take Action>> ................................................................................................................................................................ 73
Greeting Card Market 2013: The Ultimate Guide to the Greeting Card Consumer Market
Figure 30: Distribution of number of custom-printed cards, 2013 ..................................................................... 73
Spending on Custom-Printed Cards .............................................................................................................................. 74
Figure 31Distribution of amount spent on custom-printed cards, 2013 .............................................................. 74
Take Action>> ................................................................................................................................................................ 75
About the Last Custom-Printed Card Bought ............................................................................................................... 76
Figure 32: Spending on last custom-printed card bought, 2013......................................................................... 76
Take Action>> ................................................................................................................................................................ 77
Where People Bought Their Last Custom-Printed Card .............................................................................................. 78
Figure 33: Where last custom-printed card was bought, 2013 ........................................................................... 78
Take Action>> ................................................................................................................................................................ 79
Occasions that Stimulate Greeting Card Purchases ...................................................................................................... 81
Figure 34: Occasions When Greeting Cards Were Bought, 2013, 2009, 2007 ................................................. 81
Holidays for which Greeting Cards Are Bought ........................................................................................................... 83
Figure 35: Holidays for which greeting cards were bought, 2013, 2009, 2007 ................................................. 83
Take Action>> ................................................................................................................................................................ 84
More About Christmas Cards ............................................................................................................................................. 85 Figure 37: Send Holiday Greetings 2012, 2008 & 2009...................................................................................... 85
Take Action>> ................................................................................................................................................................ 86
Demographics of the Christmas Card Buyers ............................................................................................................... 86
Take Action>> ................................................................................................................................................................ 87
Personal Christmas Cards Bought ................................................................................................................................. 89
Figure 40: Distribution of personal Christmas cards sent 2012 ......................................................................... 90
Take Action>> ................................................................................................................................................................ 91
Business Christmas Cards Bought ................................................................................................................................. 92
Figure 41: Number of business Christmas cards sent Christmas 2012, 2008 .................................................... 92
Take Action>> ................................................................................................................................................................ 93
Types of Christmas Cards Bought ................................................................................................................................. 94
Figure 42: Type of Christmas Cards Bought, 2013 & 2009 ............................................................................... 94
Take Action>> ................................................................................................................................................................ 96
Spending on Christmas Greetings 2012 ........................................................................................................................ 97
Figure 43:Distribution of spending on Christmas cards 2012 ............................................................................ 97
Take Action>> ................................................................................................................................................................ 98
Trends in Sending Christmas Greetings from Past Year to Current Year ................................................................... 98
Figure 44: Trends in Christmas card purchases for Christmas 2012-2013, 2008-2009, 2007- 2006 ............. 98
Take Action>> ................................................................................................................................................................ 99
Where Bought Christmas Greeting Cards ................................................................................................................... 100
Figure 45: Where people bought Christmas 2012 holiday cards ..................................................................... 100
Take Action>> .............................................................................................................................................................. 101
Take Action>> .............................................................................................................................................................. 103
Attitudes about Sending Christmas Greetings ............................................................................................................ 104
Figure 47: Attitudes about Christmas Cards, 2009 ........................................................................................... 104
Chapter 5: More About Greeting Card Features & Themes ............................................................................... 106
Trends in Greeting Card Features ................................................................................................................................ 106
Take Action>> .............................................................................................................................................................. 108
Trends in Greeting Card Themes ................................................................................................................................. 110
Take Action>> .............................................................................................................................................................. 112
Figure 50: Popular themes for greeting cards, 2013 ......................................................................................... 112
Special Added-Value Features in Greeting Cards ...................................................................................................... 113
Figure 51: Special added-value features, 2013, 2009, 2007 ............................................................................. 113
Take Action>> .............................................................................................................................................................. 114
Chapter 6: Shopping Destinations for Greeting Card Shoppers ......................................................................... 115
Take Action>> .............................................................................................................................................................. 117
Retailer Features that Attract Greeting Card Shoppers ............................................................................................... 119
Figure 53: Features that influence greeting cards shopper, 2013 .................................................................. 119
Take Action>> .............................................................................................................................................................. 120
Chapter 7: Personalities of Greeting Card Shoppers ............................................................................................ 121
Take Action>> .............................................................................................................................................................. 122
Attitudes about Greeting Cards ......................................................................................................................................... 123 Detail Attitude Statements by Personalities ................................................................................................................ 123
Figure 55: Attitude Statements by Personality ................................................................................................... 124
Take Action>> .............................................................................................................................................................. 125
Take Action>> .............................................................................................................................................................. 126
Chapter 8: About Greeting Card Shoppers’ Favorite Brands and Stores .......................................................... 127
Leading Greeting Card Brands ......................................................................................................................................... 128 Take Action>> .............................................................................................................................................................. 129
Top Retailer Brands for Greeting Cards ...................................................................................................................... 130
Figure 57: Top retail brands where greeting cards were purchased, 2013 & 2009 ........................................ 130
Top Websites for Greeting Card Customers ............................................................................................................... 132
Take Action>> .............................................................................................................................................................. 132
Figure 58: Top internet websites for greeting cards 2013 ................................................................................ 132
Greeting Card Market 2013: The Ultimate Guide to the Greeting Card Consumer Market