Observers say that premium card brands are growing along with
this trend. Unique designs, special papers and a hand-crafted feel
all help elevate cards into the premium category that many consumers now seek.
Baucco says that currently consumers are responding to hand
lettering, texture, and positive messages. “Hand lettering gives
consumers a sense of craftsmanship that conveys the quality of
the communication. Texture and dimension fill a need, as well as
deliver on the artisanal elements consumers enjoy,” she adds.
After content, visual appeal is what many consumers are looking for in a card. Nicky Burton, owner and managing director of
Calypso Cards based in Providence, R.I., says that among the popular trends this year are florals, foil and neutral, muted color tones.
As observers note that the greeting cards category is often
impulse-buy dominated, visual appeal is important to grab consumers’ attention as they browse the aisles. Visibility of displays is
also key—and manufacturers are working to ensure grocers have
new options for showcasing card sets.
Hallmark is currently testing a new grocery checkout program
with retailers to positive feedback. The new program includes eye-catching displays at checkout, designed for high pick-up appeal.
CHECKING OUT CONVENIENCE
“Convenience is key for today’s shopper,” says Howe. “The check-out line at the grocery store is the one location everyone passes