Go, Kid! and Awesome Sauce. Ooh La La features hand
lettering, textured backgrounds and sequins; Way to Go,
Kid! is composed of uplifting messages and fun illustrations for the younger set; and Awesome Sauce is a humorous line with playful jokes and a vintage color palette.
“Designer Greetings is constantly updating product
designs to reflect current market trends and our customers’
preferences,” says Elizabeth Maciorowski, marketing man-
ager of Designer Greetings, based in Edison, NJ. “Our title
selection is always increasing in order to satisfy the chang-
ing needs of the public.”
This past April, Hallmark introduced its VIDA line, a
lifestyle brand for the growing base of Hispanic consumers.
Products available include greeting cards, ornaments, gift
presentation items and more. Cards in this line are offered
in both Spanish and English.
This summer, American Greetings will introduce the
P.S. Hello collection, designed to celebrate life’s big, small
and in-between moments—like getting a driver’s license or
a new pet. “It’s one more way American Greetings is working to make the world a more thoughtful and caring place,”
says Megan Baucco, associate manager, marketing communications for the Cleveland-based company.
Soon, consumers may even be able to purchase their
customized holiday cards at the grocery store. At the end
of this year, Via Bella will test out a photo card program
that will allow consumers to purchase a promotion code
in-store, and drive them to a custom-branded site to place
actual orders. At very competitive prices, says Salkovitz,
the program is designed to help retailers drive traffic to
With such a wide selection available, it is not hard to find
products to stock shelves—but finding the right assortment
can be a challenge for grocers. Offering a product selection
reflective of an individual store’s demographic is important
to every grocery department, the greeting cards aisle notwithstanding. “One size does not fit all when it comes to a
grocery store’s card department,” says Doherty. “Pay attention to the performance of each pocket and adjust the display based on good, in-store, sales performance and then
continue to do so.”
The demand for sustainable production and products has started to play an
increasingly more important role in the greeting cards category.
Industry observers say that the demand is coming from the retailer side, includ-
ing grocers and mass merchandisers, even moreso than the consumer side. “Many
retailers [Kroger, Staples, Publix] are requiring their vendors to really increase
sustainability, so we are on the cutting edge of it,” says Marc Salkovitz, president
of Via Bella. “It is really surprising. I think that protecting our environment is just
becoming more and more important as time goes on, and I think that companies
are becoming more socially responsible.”
Via Bella, based in Wareham, Mass., recently introduced its Love Mother Earth
line, which is 100 percent sustainable. The products in the line are made with soy-
based ink, solar-powered printing presses, 100 percent recycled paper and are
individually celloed in 100 percent biodegradable cello.
Not only are greeting cards providers using more recycled products, but they
are working towards the sustainability of forests as well. Officials for Cleveland-based American Greetings say the company supports efforts to increase the overall amount of certified forests and recognizes and supports all credible forestry
certification standards. “We believe that any recognition of this important topic
will result in the growth of socially responsible forestry management,” says Megan
Baucco, associate manager, marketing communications for American Greetings.
Hallmark has been recycling paper since 1940, according to officials for the
Kansas City, Mo.-based company. Paper used in many of its greeting cards that are
sold in North America have 20 percent recycled fiber content. James Melton, vice
president/general manager for Hallmark, adds that paper for virtually all Hallmark
cards, envelopes and giftwrap comes from well-managed forests.
“Our industry enjoys a strong relationship with suppliers (paper mills, printers,
finishers and converters) that share these concerns,” says Carlos LLansó, president
of the Greeting Cards Association and CEO of Legacy Publishing Group. “This
partnership has been instrumental in producing cost effective alternatives and
innovative manufacturing processes that have improved our products, ensured
sustainability and kept costs in check.”