n this digital age of texting, tweeting and
posting, greeting cards o;er a more meaningful and tactile way to express sentiment
and connect in a real way.
According to the Greeting Card Association in Washington, D.C., Americans purchase about ;. ; billion greeting cards each year, with annual retail sales of greeting
cards estimated at ;; billion to ;; billion.
The key to grocery retailers making sales gains in this
category may be as simple as implementing display and
cross-merchandising strategies that get greeting cards in
front of shoppers and remind them to buy.
For Schnucks, a St. Louis-based grocer with ;;; stores,
this past holiday season marked record greeting card sales
for its ;oral department. Floral Director Michael Schrader
attributes the strong sales to a number of factors, includ-
ing the retailer’s use of free-standing and movable card
display ;xtures throughout its stores.
“Some stores did phenomenal sales of as much as a ;;;
to ;;; increase over last year,” Schrader says of Schnucks
;oral department’s ;;;; holiday greeting card sales.
Schnucks worked with Mason, Ohio-based Up With
Paper to implement free-standing cardboard greeting
card displays in its ;oral departments and other areas of
“We also adjusted how we do things in our top-volume
stores, and engaged in stronger communication with
store leadership,” Schrader says. For example, while in
past years stores could reorder holiday cards as needed,
ordering was consolidated this year and stores received
multiples of the free-standing, pre;lled card display units.
“We realized that we were giving up greeting card sales
in our highest-volume stores as they waited to receive
reorders,” Schrader says.
Schnucks Gets Strategic
Schnucks also took a strategic approach to the location of
the movable card displays. In one store, two of the cardboard greeting card displays were placed side by side in the
vestibule of the store alongside the shopping carts. “We had
tremendous sell-through,” says Schrader of the placement.
Store leadership also reviewed its ;oral department
greeting card sales each week in relation to the location
of the display units. If a particular location wasn’t selling
well, the display was moved to a new location in the store.
“Greeting cards are a guaranteed sale with no shrink,
in many cases for the same price as a low-end bouquet,”
says Schrader, who looks for ways to increase card sales
all year long.
With Valentine’s Day approaching and a year of everyday and holiday occasions on the calendar, Schnucks’
floral department is working with Up With Paper to
implement free-standing cardboard displays that can be
moved around to optimal merchandising locations during
each of the seven seasonal periods, as well as everyday
Up With Paper pop-up cards in a permanent ;xture in the
“The key to leveraging seasonal opportunities is to
not only sell more greeting cards but other seasonal gift
items as well,” says George White, president and chief
operating o;cer of Up With Paper. “It is also important
to have the seasonal products in main-drive aisles, rather
than tucked away in a greeting card section, to maximize
For Valentine’s Day, Schnucks cross-merchandises
items, including baked goods, chocolate-dipped straw-
berries, floral, greeting cards and liquor, to create an
eye-popping destination for shoppers.
“We’re always asking ourselves: How can we make it
easier for our customers?” Schrader says. Whether that’s
A look at how retailers such as Schnucks are maximizing
greeting card trends and cross-merchandising displays
to drive sales year-round. By Jennifer Strailey
of greeting card
made by women
Source: Greeting Card