‘Green’ and tech are driving card sector

Selecting greeting cards used to be straightforward—consumers simply searched the card department by occasion and selected an aesthetically-pleasing card that expressed what they wished to share.

The process, while essentially intact, has evolved over the years, due to increased segmentation of the market to reflect non-traditional relationships and occasions, along with innovative products that employ technology and offer senders new ways to express themselves.

In some respects, the advent of communication technology has made sending a greeting card via snail mail seem antiquated, especially to younger consumers. However, that’s also why receiving a card is more special than ever, and card manufacturers are turning technology to their advantage.

Hallmark introduced sound cards in early 2006 and more recently launched what it says are first-of-their-kind recordable sound cards. The innovation enables consumers to record a 10-second personal message followed by a music clip from original artists that plays whenever the card is opened. The line of 15 cards was launched earlier this year in advance of Mother’s Day.

“Card senders are always looking for ways to tell loved ones how much they care. New Recordable Cards with Music let senders use their own voices to tell their moms exactly how they feel,” said Andre du Broc, editorial director at Hallmark. “There is nothing else like it in the greeting card industry.”

Another macro trend is sustainability. Many cards already are printed on recycled paper, but C2C Holdings is taking things a step further with its ReProduct reusable cards, which are sent in a two-way envelope that is printed on the same polypropylene substrate (plastic) as the card. The recipient can then place the card in the postage-paid return envelope addressed to Shaw Industries—the nation’s leading textile manufacturer and the world’s largest producer of carpets—where it is made into new carpet tiles.

“In 2008, as people exchange greetings and purchase decorative paper goods, [they] can make a personal resolution to respect the majesty of the environment without unnecessary cost or waste,” said Rich Sootkoos, ceo of C2C Holdings.