Designer Greetings recently launched Around the Corner, a line of die-cut, accordion, tri-fold cards with such special features as tip-ons, stamps, glitter and embossing treatments that give the cards a 3-D look.
E-cards may be grabbing share from traditional cards, but consumers who purchase paper cards are gravitating toward higher-priced products. Greeting cards that feature such technological elements as recording features and LED lights, cards from recycled materials and specialty cards, such as those featuring decorative elements, will continue to buoy profit margins in the category.
There’s no denying that the proliferation of ecards has been eroding sales of traditional greeting cards. A recent report from Ibis World predicts that industry revenue will decline over the next the five years to 2019 at an annualized rate of 2.4% to $5.4 billion.
Global design company Threadless is partnering with Recycled Paper Greetings to bring Threadless' community-driven artwork to national retailers through a new line of greeting cards, which showcase the talents of 61 artists from 18 countries.
The supplier in the greeting card aisle may not be enough to capture consumer interest. While smaller, niche players make up less than 5% of category sales, according to one manufacturer, those companies can offer a point of differentiation to retailers that larger manufacturers can’t provide.