Have greeting cards become a thing of the past? Have they become a tradition that will be completely wiped out by the rise of the internet and social media? These were some of the questions running through the mind of this writer during a visit to purchase a greeting card during the yuletide season at one of the popular malls in Ikeja. The shelves for cards are fast disappearing on low patronage from shoppers.
More and more people are now using text and email and e-cards, and fewer people are buying cards, so that would be one area to cut back, Mercy Obi a shop attendant said.
No thanks to the younger tech-savvy generation who seems to have abandoned sending these cardstock creations in favour of e-cards, as they can be customized to fit a diverse number of occasions.
Interestingly, more millennial are also embracing newer digital greeting card apps that allow people to send personalized cards with a click of a button.
The idea of a holiday greeting card, also known as the Christmas card, was conceptualized by Henry Cole in 1843 when he hired artist John Calcott Horsley to create a holiday greeting that he could distribute among his friends and family. Horsley liked the idea of a greeting card, as he did not have the time to personally write a holiday wish for friends and family. To this day, greeting card companies like Hallmark generate the highest sales during Christmas time, followed by Valentine’s Day.
Currently, the once-thriving industry is struggling to remain relevant in the age of digital technology, and with significant changes in lifestyle, demographics and the economy, greeting card sales are declining faster than ever.
Hallmark, the largest greeting card company, stated in its July 2016 trend report that its revenues have declined to $401.7 million in the past five years, a decline of six percent. The company also cut about 28 percent of its retail square footage from 2013 to 2018.
Also, industry’s second-largest maker, American Greetings Corp., sold a majority share of itself in April to private equity firm Clayton, Dubilier & Rice. IBISWorld estimated that American Greetings’ revenue declined by about 16percent over the last four years.
According to Mercy, more young people are starting their own companies that make new kinds of cards that feature pop-up 3D images, hand-painted artwork, LED lights, sounds and even animated cartoons that can be accessed with a mobile phone.
“Their goal is to create a more personalized experience and make cards that are more relatable to younger people,” she said.
Stores are now looking at reducing the space it gives to greeting cards as they’re not selling as much, instead put more health-focused and family products there.
OLUFIKAYO OWOEYE
