Trobman adds that it takes seconds to buy
milk, but it takes several minutes to choose
the right card, which can cost upwards of
$4.00. “If the shopper is going to spend that
much time making a $4.00 decision, don’t you
think you should take care of them,” he says.
“To be successful now every retailer has to be
obsessed with the shopper, because they have
so many choices.”
Shoppers cannot touch a card’s interesting
textures online though, and tactile features are
very in demand right now, says Dawn Garvey,
CFO of Designer Greetings, based in Edison,
N.J. is launching three collections this year.
Ooh La La is an artistic and creative line that
features hand-lettering, vibrant, textured back-
grounds and a sprinkle of sequins. Awesome
Sauce is a humorous line that sarcastically and
playfully pokes fun at life’s special moments,
with witty verse and hand-lettered designs in a
vintage color palette. Way To Go, Kid! is a kid’s
achievement line that boasts uplifting mes-
sages and fun illustrations.
Garvey says these three lines respond to
current trends. “Ooh La La and Awesome
Sauce embody the desire for true hand-lettered
design, which is a trend that is in great con-
sumer demand,” she says. “Way To Go, Kid!
is a collection that appeals to any consumer
who wants to celebrate a child in their life and
their many accomplishments. Children will
love the cards because of the many achieve-
ments they can relate to, such as dance recit-
als, martial arts, positive report cards and
other general accomplishments.”
Garvey adds that “get it quick” and “keep it
simple” are the on-trend motifs for these cards.
“Cards that provide eloquent, yet simple ways
of saying just the right thing at just the right
time seem to be what the consumer wants.
They will find this with all three of Designer
Greetings’ newest collections,” she says.
LLansó says the future of the category is
bright. “We are an industry of creative people
with an entrepreneurial spirit,” he says. “It’s
a strong category in grocery, a high margin
item compared to other products. Our grocery
stores love the business they do with us.”
©2016 Avanti Press
avantipress.com/ghq • 800.2. AVANTI
Avanti greeting cards