Upload
others
View
1
Download
0
Embed Size (px)
Citation preview
Greeting Card, Stationery, Gift Wrap & Party Goods, and Paper Crafting Report, 2010
© Unity Marketing, 2010 Page 2
Introduction .................................................................................................................................................................... 17
Research Objectives ............................................................................................................................................................. 18 Methodology ........................................................................................................................................................................ 20
Focus Group Research ................................................................................................................................................... 20
Quantitative Consumer Survey ...................................................................................................................................... 21
Survey Sample Demographics ............................................................................................................................................ 24 Gender ............................................................................................................................................................................. 25
Figure 1: Survey Gender, 2009, 2007 & 2005 ...................................................................................................... 25
Age of Respondents ........................................................................................................................................................ 26
Figure 2: Age and Generation of Stationery Buyers, 2009, 2007 & 2005 ......................................................... 26
Income of Respondents .................................................................................................................................................. 27
Figure 3: Income of Stationery Buyers, 2009 2007 & 2005 ............................................................................... 27
Other Demographic Factors ........................................................................................................................................... 28
Figure 4: Other Demographic Characteristics, 2009, 2007 & 2005 .................................................................. 28
Chapter 1: Demographics of the Stationery Goods Consumers ............................................................................ 30
Total Purchase Incidence of Stationery Goods .................................................................................................................. 30 Figure 5: Stationery Purchasers, 2009, 2007 & 2005 by Category .................................................................... 31
>>Stationery Marketers: Take Action ........................................................................................................................... 32
Purchase Incidence among Stationery Buyers ONLY ................................................................................................. 33
Figure 6: Purchase Incidence among Stationery Buyers by Product Type, 2009. 2007, 2005 ......................... 33
Demographics of Stationery Goods Consumers ........................................................................................................... 35
Figure 7: Stationery Goods Purchasers Demographics, 2007 ........................................................................... 35
Demographics of Stationery Product Buyers at a Glance ............................................................................................ 37
Greeting Card, Stationery, Gift Wrap & Party Goods, and Paper Crafting Report, 2010
© Unity Marketing, 2010 Page 3
Figure 8: Stationery Product Buyers Demographic Overview, 2009 .................................................................. 37
Trends in Demographic Makeup of Stationery Product Buyers ....................................................................................... 38 Demographic Trends in Greeting Card Buyers ............................................................................................................ 38
Figure 9: Greeting Card Purchaser Demographics, 2009, 2007& 2005 ........................................................... 38
Demographic Trends in Gift Wrap and Party Wrap Buyers ........................................................................................ 39
Figure 10: Gift Wrap and Party Goods Purchaser Demographics, 2009, 2007& 2005 .................................. 40
Demographic Trends in Social Stationery Buyers ........................................................................................................ 41
Figure 11: Social Stationery Purchasers Demographics, 2009, 2007 & 2005 ................................................... 41
Demographic Trends in Other Stationery Buyers ......................................................................................................... 42
Figure 12: Other Stationery Purchasers Demographics, 2009. 2007 & 2005 .................................................. 43
Demographic Trends in Paper Crafting Buyers ............................................................................................................ 44
Figure 13: Paper Crafting Purchasers Demographics, 2009, 2007 & 2005 ..................................................... 44
Cross-Category Buyers ........................................................................................................................................................ 45 Figure 14: Stationery Goods Purchasers and Their Other Product Purchases ................................................. 45
>>Stationery Marketers: Take Action ........................................................................................................................... 46
Chapter 2: Sales & Growth of the Stationery Goods Market ................................................................................ 47
Overall Size & Growth Stationery Goods Market by Major Product Category ............................................................... 47 Figure 15: Size of Stationery Goods Market by Major Product, 2002-2009 ..................................................... 47
Greeting Card Market Detail, Size & Growth .............................................................................................................. 48
Figure 16: Greeting Card Market Detail, Size & Growth 2002-2009 ............................................................... 48
Social Stationery Market Detail, Size & Growth .......................................................................................................... 49
Figure 17: Stationery Market Detail, Size & Growth 2002-2009 ........................................................................ 49
Other Stationery Market Detail & Growth .................................................................................................................... 50
Greeting Card, Stationery, Gift Wrap & Party Goods, and Paper Crafting Report, 2010
© Unity Marketing, 2010 Page 4
Figure 18: Other Stationery Market Detail, Size & Growth 2002-2009 ............................................................ 50
Custom-Printed Stationery Market Detail & Growth ................................................................................................... 51
Figure 19: Custom-Printed Stationery Market Detail, Size & Growth 2002-2009 ............................................ 51
Paper Crafting Market Detail & Growth ....................................................................................................................... 52
Figure 20: Paper Crafting Market Detail, Size & Growth 2002-2009 ............................................................... 52
Gift Wrap & Party Paper Market Detail & Growth ...................................................................................................... 53
Figure 21: Paper Crafting Market Detail, Size & Growth 2002-2009 ............................................................... 53
Trends in Product Growth Rates, 2007-2009 ................................................................................................................ 54
Figure 22: Biggest Product Winners and Losers in Market Size, 2007-2009 .................................................... 54
About Channels of Distribution for Stationery Goods Products ....................................................................................... 56 Figure 23: Total Stationery Goods Market by Channels of Distribution 2007-2009 ........................................ 57
>>Stationery Marketers: Take Action ........................................................................................................................... 60
>>Stationery Marketers: Take Action ........................................................................................................................... 61
Figure 24: Direct-to-Consumer Channels, 2009Mar Findings: ......................................................................... 61
Sales of Cards by Channel of Distribution .................................................................................................................... 62
Figure 25: Greeting Card Sales by Channels of Distribution, 2009 & 2007 ..................................................... 62
Social Stationery Sales by Channel of Distribution ...................................................................................................... 64
Figure 26: Social Stationery Sales by Channel of Distribution, 2009 & 2007 ................................................... 64
Other Stationery Sales by Channel of Distribution ....................................................................................................... 66
Figure 27: Other Stationery Sales by Channels of Distribution, 2009 & 2007 .................................................. 66
Sales of Paper Crafts by Channel of Distribution ......................................................................................................... 68
Figure 28: Paper Crafting Sales by Channel of Distribution, 2009 & 2007 ..................................................... 68
Greeting Card, Stationery, Gift Wrap & Party Goods, and Paper Crafting Report, 2010
© Unity Marketing, 2010 Page 5
Gift Wrap and Party Goods Sales by Channel of Distribution ..................................................................................... 70
Figure 29: Gift Wrap and Party Goods Sales by Channel of Distribution, 2009 & 2007 ................................ 70
>>Stationery Marketers: Take Action ........................................................................................................................... 71
Chapter 3 — About Stationery Goods Purchases & Spending ............................................................................... 73
Purchase & Spending Overview ......................................................................................................................................... 73 Figure 30: Stationery Purchase and Spending Overview. 2009 & 2007 ........................................................... 74
>>Stationery Marketers: Take Action ........................................................................................................................... 75
Spending by Demographic Segments ................................................................................................................................. 76 Figure 31: Total Spending Stationery Goods by Demographic Segment, 2009 & 2007 ................................... 76
Spending by Income Segment ....................................................................................................................................... 78
Figure 32: Total Spending Stationery Goods by Income Segments, 2009 & 2007 ............................................ 78
Spending by Gender ............................................................................................................................................................ 80 Figure 33: Total Spending Stationery Goods by Gender, 2009 & 2007 ............................................................ 80
Spending by Age Segment ............................................................................................................................................ 82 Figure 34: Total Spending Stationery Goods by Age Range, 2009 & 2007 ....................................................... 82
Where People Shopped for Stationery Products ................................................................................................................ 84 Figure 35: Where People Shopped for Stationery Goods, Top Three Shopping Choices 2009 & 2007 ........... 84
Chapter 4 — About Greeting Card Purchases & Purchasers ................................................................................. 86
Details about Greeting Card Purchasing ............................................................................................................................. 86 Types of Cards Bought ........................................................................................................................................................ 87
Figure 36: Types of Greeting Cards Bought (including Custom-Printed Cards), 2009, 2007 & 2005 ............ 87
>>Greeting Card Marketers: Take Action .................................................................................................................... 88
Detail about Greeting Card Purchases ........................................................................................................................... 89
Figure 37: Type of Greeting Cards Bought, Number Bought and Average Amount Spent, 2009 & 2007 ....... 89
Greeting Card, Stationery, Gift Wrap & Party Goods, and Paper Crafting Report, 2010
© Unity Marketing, 2010 Page 6
Average Amount Spent Based upon Last Place of Purchase ....................................................................................... 91
Figure 38: Average Amount Spent by Place Where Made Last Purchase, 2009 ............................................... 91
Shopping Destinations for Greeting Card Shoppers ..................................................................................................... 93
Figure 39: Where Greeting Card Shoppers Shopped, 2009 & 2007 .................................................................. 94
>>Greeting Card Marketers: Take Action .................................................................................................................... 94
Very Important Factors Influencing Where Shopped for Cards .................................................................................. 96
Figure 40: Features of Stores Rated Important for Card Buyers, 2009 ............................................................ 96
>>Greeting Card Marketers: Take Action .................................................................................................................... 97
Where Shopped Most Recently for Cards ..................................................................................................................... 98
Figure 41: Where Shopped Most Recently for Cards 2009, 2007 & 2005 ........................................................ 99
Shopping Frequency ..................................................................................................................................................... 100
Figure 42: Frequency of Shopping for Greeting Cards, 2009, 2007 & 2005 ................................................... 100
>>Greeting Card Marketers: Take Action .................................................................................................................. 101
Card Purchasing Occasions and Holidays ........................................................................................................................ 102 Occasions that Stimulate Greeting Card Purchases .................................................................................................... 102
Figure 43: Occasions When Greeting Cards Were Bought, 2009, 2007 & 2005 ............................................ 102
>>Greeting Card Marketers: Take Action .................................................................................................................. 103
Holidays for which Greeting Cards Are Bought ......................................................................................................... 104
Figure 44: Holidays When Greeting Cards Were Bought,, 2009, 2007 & 2005 ............................................. 104
Favorite special features for greeting cards ................................................................................................................. 105
Figure 45: Special Features in Greeting Cards Bought, 2009 & 2007 ............................................................ 105
>>Greeting Card Marketers: Take Action .................................................................................................................. 105
Greeting Card, Stationery, Gift Wrap & Party Goods, and Paper Crafting Report, 2010
© Unity Marketing, 2010 Page 7
Primary Reasons for Purchasing Most Recent Card ................................................................................................... 106
Figure 46: Why Selected Most Recent Greeting Card, 2009, 2007 & 2005 ..................................................... 106
>>Greeting Card Marketers: Take Action .................................................................................................................. 107
Favorite Themes for Cards ........................................................................................................................................... 108
Figure 47: Favorite Themes in Greeting Cards, 2009, 2007 & 2005 ............................................................... 108
About Christmas Greeting Cards during the Past Holiday Season ................................................................................. 109 Figure 48: Sent Christmas Cards 2008 & Plan to Send 2009 .......................................................................... 109
Christmas Greetings by Demographic Segment ......................................................................................................... 110
Figure 49: Purchase Incidence of Christmas Cards by Demographic Segment ............................................. 110
>>Greeting Card Marketers: Take Action .................................................................................................................. 111
Personal Christmas Cards Bought ............................................................................................................................... 112
Figure 50: Personal Christmas Cards Sent, 2008, 2006 & 2004 ..................................................................... 112
>>Greeting Card Marketers: Take Action .................................................................................................................. 113
Business Christmas Cards Bought ............................................................................................................................... 114
Figure 51: Number of Business Christmas Cards Sent Christmas 2008, 2006, & 2004 .................................. 114
Trends in Sending Christmas Greetings from Past Year to Current Year ................................................................. 115
Figure 52: Trends in Christmas Card Purchases for Christmas 2008-2009, 2007- 2006 .............................. 115
Favorite Christmas Card Themes ................................................................................................................................ 116
Figure 53: Favorite Christmas Card Themes, 2009 .......................................................................................... 116
>>Greeting Card Marketers: Take Action .................................................................................................................. 117
Types of Christmas Cards Bought ............................................................................................................................... 117
Figure 54: Type of Christmas Cards Bought, 2009 ........................................................................................... 117
Greeting Card, Stationery, Gift Wrap & Party Goods, and Paper Crafting Report, 2010
© Unity Marketing, 2010 Page 8
Attitudes about Sending Christmas Greetings ............................................................................................................ 118
Figure 55: Attitudes about Christmas Cards ..................................................................................................... 118
>>Greeting Card Marketers: Take Action .................................................................................................................. 119
Summary Of Key Trends Found in the Greeting Card Market ....................................................................................... 120 Attitudes about Greeting Cards ......................................................................................................................................... 122
Figure 56: Attitudes about Greeting Cards, 2009 & 2007 ................................................................................ 122
Four Personalities Define the Greeting Card Consumer Market ............................................................................... 124
Figure 57: Personalities of Greeting Card Consumers, 2009 & 2007 ............................................................. 124
Detail Attitude Statements by Personalities ................................................................................................................ 127
Figure 58: Attitude Statements by Personality ................................................................................................... 128
>>Greeting Card Marketers: Take Action .................................................................................................................. 129
What Influences Personalities in their Greeting Card Selection ................................................................................ 130
Figure 59: Why Selected Most Recent Greeting Card by Personality............................................................. 130
>>Greeting Card Marketers: Take Action .................................................................................................................. 130
Favorite Themes of the Difference Personalities ........................................................................................................ 132
Figure 60: Why Selected Most Recent Greeting Card by Personality............................................................. 132
>>Greeting Card Marketers: Take Action .................................................................................................................. 132
Christmas Card Buyers by Personality Type .............................................................................................................. 134
Figure 61: Purchase of Christmas Cards in 2009 by Personality Type ........................................................... 134
Profile of Passionate Sender Personality ..................................................................................................................... 134
Profile of Alternative Seeker Personality .................................................................................................................... 135
Profile of Traditionalist Personality ............................................................................................................................. 136
Profile of Downshifting Jokesters Personality ............................................................................................................ 137
Greeting Card, Stationery, Gift Wrap & Party Goods, and Paper Crafting Report, 2010
© Unity Marketing, 2010 Page 9
Field Guide to the Four Greeting Card Personalities ....................................................................................................... 138 Figure 62: Field Guide to the Greeting Card Personalities .............................................................................. 138
>>Greeting Card Marketers: Take Action .................................................................................................................. 139
Chapter 5: About Social Stationery Purchases and Purchasers ........................................................................... 142
Details about Stationery Purchases .................................................................................................................................. 142 Type of Social Stationery Products Bought ..................................................................................................................... 143
Figure 63: Social Stationery Purchase Incidence, 2009, 2007 & 2005 ............................................................ 143
Social Stationery Purchase Details ................................................................................................................................... 144 Figure 64: Social Stationery Purchase Details and Amount Spent by Type,2009 & 2007 ........................... 144
Social Stationery Spending by Gender ........................................................................................................................ 145
Figure 65: Social Stationery Spending by Gender ............................................................................................ 145
>>Stationery Marketers: Take Action ........................................................................................................................ 146
Reasons Why Selected Particular Stationery Item ...................................................................................................... 146
Figure 66: Reasons Why Selected Particular Stationery Items Most Recently, 2009, 2007 & 2005 .............. 146
>>Stationery Marketers: Take Action ........................................................................................................................ 147
Where People Shopped For Social Stationery ................................................................................................................. 148 Figure 67: Where People Shopped For Social Stationery, 2009 & 2007 ....................................................... 149
>>Stationery Marketers: Take Action ........................................................................................................................ 149
Important Factors Influencing Where Shopper for Stationery ................................................................................... 150
Figure 68: Features of Stores Rated Important for Social Stationery Buyers, 2009 ....................................... 150
Where Shopped Most Recently for Social Stationery ................................................................................................ 151
Figure 69: Where Shopped Most Recently for Social Stationert,2009, 2007 .................................................. 151
Frequency of Purchase of Social Stationery ................................................................................................................ 152
Figure 70: How Often People Purchase Social Stationery,2009, 2007 & 2005 ............................................. 152
Greeting Card, Stationery, Gift Wrap & Party Goods, and Paper Crafting Report, 2010
© Unity Marketing, 2010 Page 10
Summary of Key Trends Found In Social Stationery Market ......................................................................................... 153 Chapter 6: About Other Stationery Purchases and Purchasers ........................................................................... 154
Details about Other Stationery Purchases ......................................................................................................................... 154 Types of Other Stationery Products Bought ..................................................................................................................... 155
Figure 71: Purchase Incidence Other Stationery Items, 2009, 2007 & 2005 ................................................... 155
>>Stationery Marketers: Take Action ........................................................................................................................ 156
Other Stationery Purchase Details .................................................................................................................................... 156 Figure 72: Other Stationery Purchase Details and Amount Spent by Type, 2009 & 2007 .............................. 156
>>Stationery Marketers: Take Action ........................................................................................................................ 157
Other Stationery Spending by Gender ......................................................................................................................... 158
Figure 73: Other Stationery Spending by Gender, 2009 ................................................................................... 158
Shopping Destinations for Other Stationery Shoppers .................................................................................................... 159 Figure 74:Where People Purchased Other Stationery Items and Direction of Change, 2009 & 2007 ........... 160
Important Factors Influencing Where Shopped for Other Stationery ........................................................................ 161
Figure 75: Features of Stores Rated Important for Other Stationery Buyers, 2009 ........................................ 161
Frequency of Purchasing Other Stationery Items ....................................................................................................... 162
Figure 76: How Often Purchase Other Stationery Items, 2009, 2007 & 2005 ................................................ 162
Where People Shopped for Other Stationery Most Recently ..................................................................................... 163
Figure 77: Where People Shopped for Other Stationery Most Recently, 2009 & 2007 .................................. 163
Summary of Key Trends on Other Stationery Goods Market ......................................................................................... 164 Chapter 7: About Paper Crafting Purchases and Purchasers .............................................................................. 165
Details about Paper Crafting Purchasing .......................................................................................................................... 165 Type of Paper Crafting Products Bought ......................................................................................................................... 166
Figure 78: Paper Crafts & Crafting Purchase Incidence, 2009, 2007 & 2005 ............................................... 166
Paper Crafting Purchase Details ........................................................................................................................................ 167
Greeting Card, Stationery, Gift Wrap & Party Goods, and Paper Crafting Report, 2010
© Unity Marketing, 2010 Page 11
Figure 79: Paper Crafting Purchases Details and Amount Spent, 2009 & 2007 ............................................ 167
>>Paper Crafting Marketers: Take Action ................................................................................................................. 168
Paper Crafting Hobbies ................................................................................................................................................ 168
Figure 80: Paper Hobbies & Crafts Participated In, 2009 & 2007 ................................................................ 168
>>Paper Crafting Marketers: Take Action ................................................................................................................. 169
Trends in Paper Crafting .............................................................................................................................................. 170
Figure 81: Trends in Time and Money Spent on Paper Crafting, 2009 & 2007 ............................................. 170
Why People Craft with Paper ...................................................................................................................................... 171
Figure 82: Primary Reasons Why Craft with Paper, 2009 & 2007 ................................................................. 171
>>Paper Crafting Marketers: Take Action ................................................................................................................. 172
Where People Shopped for Paper Crafting Supplies ....................................................................................................... 173 Figure 83: Where Paper Crafters Shopped for Craft Supplies, 2009 & 2007 ................................................ 174
>>Paper Crafting Marketers: Take Action ................................................................................................................. 174
Important Factors Influencing Where People Shopped for Paper Crafts .................................................................. 175
Figure 84: Features of Stores Rated Important for Paper Crafting Buyers, 2009 .......................................... 175
Frequency of Purchasing Paper Crafts & Supplies ..................................................................................................... 176
Figure 85: Frequency of Purchasing Paper Crafts in Past Year, 2009, 2007 & 2005 ................................... 176
Where Shopped Most Recently for Paper Crafts ........................................................................................................ 177
Figure 86: Where Shopped for Paper Crafts Most Recently, 2009 & 2007 ..................................................... 177
>>Paper Crafting Marketers: Take Action ................................................................................................................. 178
Attitudes about Paper Crafting .......................................................................................................................................... 179 Figure 87: Attitudes about Paper Crafting Hobbies ......................................................................................... 179
>>Paper Crafting Marketers: Take Action ................................................................................................................. 181
Greeting Card, Stationery, Gift Wrap & Party Goods, and Paper Crafting Report, 2010
© Unity Marketing, 2010 Page 12
Summary of Key Trends on The Paper Crafting Market ................................................................................................ 181 Chapter 8: About Gifting and Party Supplies Purchases and Purchasers ......................................................... 183
Details about Paper Gifting and Party Supplies Purchases .............................................................................................. 183 Types of Gifting and Party Supplies Bought .................................................................................................................... 184
Figure 88: Gifting & Party Supplies Purchase Incidence,2009, 2007 & 2005 .............................................. 184
Gifting & Party Supplies Purchase Details ....................................................................................................................... 185 Figure 89: Gifting & Party Supplies Purchase Details and Amount Spent by Type,2009 & 2007 ............... 185
>>Gifting/Party Supply Marketers: Take Action ...................................................................................................... 185
Shopping Destinations for Gifting and Party Supplies Shoppers .................................................................................... 186 Figure 90: Where Gifting & Party Supply Shoppers Shopped, 2007 & 2005 .................................................. 187
>>Gifting/Party Supply Marketers: Take Action ...................................................................................................... 188
Important Factors Influencing Where Shopped for Gifting and Party Supplies ....................................................... 189
Figure 91: Features of Stores Rated Important for Gifting and Party Supplies Shoppers, 2009 ................... 189
Frequency of Purchasing Gifting and Party Supplies ................................................................................................. 190
Figure 92: How Frequently People Shopped for Gifting & Party Supplies, 2009, 2007 & 2005 .................. 190
>>Gifting/Party Supply Marketers: Take Action ...................................................................................................... 190
Where People Shopped for Gifting and Party Supplies Most Recently .................................................................... 191
Figure 93: Where Shopped for Gifting and Party Supplies Most Recently, 2009 & 2007 .............................. 191
Summary Key Trends on Gift Wrapping & Party Supplies Market ............................................................................... 192 Chapter 9 — About consumers’ Favorite Brands and Stores to Buy Stationery ............................................... 193
Details about Stationery Brands & Stores ........................................................................................................................ 193 Leading Stationery Brands ................................................................................................................................................ 194
>>Stationery Marketers: Take Action ........................................................................................................................ 195
Importance of Brands when Purchasing Greeting Cards ........................................................................................... 196
Figure 95: Importance of Brand When Purchasing Greeting Cards, 2009 & 2007 ....................................... 196
Greeting Card, Stationery, Gift Wrap & Party Goods, and Paper Crafting Report, 2010
© Unity Marketing, 2010 Page 13
>>Greeting Card Marketers: Take Action ................................................................................................................. 196
Importance of Brand Based upon Product Category .................................................................................................. 197
Figure 96: Importance of Brands by Product Category Purchased ................................................................. 197
Top Retailer Brands for Greeting Card, Stationery, Paper Purchases ............................................................................. 198 Figure 97: Top Retail Brands Where Purchased Stationery Goods in Past Year, 2009, 2007 & 2005 ......... 199
Chapter 10 — Summary of Major Findings and Take Action Call Outs ............................................................ 200
Total Purchase Incidence of Stationery Goods ........................................................................................................... 200
>>Stationery Marketers: Take Action ......................................................................................................................... 201
Demographics of Stationery Goods Consumers ......................................................................................................... 202
Stationery Goods Cross-Category Purchases .............................................................................................................. 203
>>Stationery Marketers: Take Action ......................................................................................................................... 203
Overall Size & Growth Stationery Goods Market by Major Product Category ............................................................. 204 >>Stationery Marketers: Take Action ......................................................................................................................... 205
>>Stationery Marketers: Take Action ......................................................................................................................... 206
>>Stationery Marketers: Take Action ......................................................................................................................... 207
About Stationery Goods Purchases & Spending .............................................................................................................. 208 >>Stationery Marketers: Take Action ......................................................................................................................... 209
Spending by Demographic Segments ......................................................................................................................... 210
Where People Shopped for Stationery Products ......................................................................................................... 210
Summary of Greeting Card Purchases & Purchasers ...................................................................................................... 211 >>Greeting Card Marketers: Take Action .................................................................................................................. 211
>>Greeting Card Marketers: Take Action .................................................................................................................. 212
>>Greeting Card Marketers: Take Action .................................................................................................................. 212
Greeting Card, Stationery, Gift Wrap & Party Goods, and Paper Crafting Report, 2010
© Unity Marketing, 2010 Page 14
>>Greeting Card Marketers: Take Action .................................................................................................................. 213
>>Greeting Card Marketers: Take Action .................................................................................................................. 213
>>Greeting Card Marketers: Take Action .................................................................................................................. 215
>>Greeting Card Marketers: Take Action .................................................................................................................. 215
Summary of Christmas Greetings Findings ................................................................................................................ 215
>>Greeting Card Marketers: Take Action .................................................................................................................. 216
>>Greeting Card Marketers: Take Action .................................................................................................................. 217
>>Greeting Card Marketers: Take Action .................................................................................................................. 218
Four Personalities Define the Greeting Card Consumer Market ............................................................................... 219
>>Greeting Card Marketers: Take Action .................................................................................................................. 221
>>Greeting Card Marketers: Take Action .................................................................................................................. 222
>>Greeting Card Marketers: Take Action .................................................................................................................. 223
>>Greeting Card Marketers: Take Action .................................................................................................................. 224
Summary of Stationery Purchases & Purchasers ............................................................................................................. 226 >>Stationery Marketers: Take Action ........................................................................................................................ 227
>>Stationery Marketers: Take Action ........................................................................................................................ 227
>>Stationery Marketers: Take Action ........................................................................................................................ 228
Summary of Other Stationery Purchases & Purchasers ................................................................................................... 228 >>Stationery Marketers: Take Action ........................................................................................................................ 228
>>Stationery Marketers: Take Action ........................................................................................................................ 229
Summary of Paper Crafting Purchases & Purchasers ...................................................................................................... 230 >>Stationery Marketers: Take Action ........................................................................................................................ 230
>>Stationery Marketers: Take Action ........................................................................................................................ 231
Greeting Card, Stationery, Gift Wrap & Party Goods, and Paper Crafting Report, 2010
© Unity Marketing, 2010 Page 15
>>Stationery Marketers: Take Action ........................................................................................................................ 231
>>Stationery Marketers: Take Action ........................................................................................................................ 232
>>Stationery Marketers: Take Action ........................................................................................................................ 234
>>Stationery Marketers: Take Action ........................................................................................................................ 235
Summary of Paper Gifting and Party Supplies Purchases & Purchasers ........................................................................ 236 >>Gifting/Party Supply Marketers: Take Action ...................................................................................................... 236
>>Gifting/Party Supply Marketers: Take Action ...................................................................................................... 237
>>Gifting/Party Supply Marketers: Take Action ...................................................................................................... 237
Summary Key Findings about Stationery Brands & Stores ............................................................................................ 238 >>Stationery Marketers: Take Action ........................................................................................................................ 238
>>Greeting Card Marketers: Take Action ................................................................................................................. 238
Chapter 11 — About Maximizing Sales in the Stationery Goods Market ........................................................... 240
#1 Strategy for Stationery Marketers to Maximize Sales >> .......................................................................................... 240 #2 Strategy for Stationery Marketers to Maximize Sales >> .......................................................................................... 242 #3 Strategy for Stationery Marketers to Maximize Sales >> .......................................................................................... 246 #4 Strategy for Stationery Marketers to Maximize Sales >> .......................................................................................... 249 # 5 Strategy for Stationery Marketers to Maximize Sales >> ......................................................................................... 251 #6 Strategy for Stationery Marketers to Maximize Sales >> .......................................................................................... 252 Appendix A: Focus Group Findings ........................................................................................................................ 254
What Products Are Considered Stationery? ..................................................................................................................... 254 When is a greeting card better than a note card, and vice versa? .................................................................................... 257
Greeting cards are better for…. .................................................................................................................................... 257
Blank note cards are better for… ................................................................................................................................. 260
Make-your-own cards are better for…. ....................................................................................................................... 261
Letters are better... ........................................................................................................................................................ 263
Greeting Card, Stationery, Gift Wrap & Party Goods, and Paper Crafting Report, 2010
© Unity Marketing, 2010 Page 16
About Greeting Card & Stationery Shopping .................................................................................................................. 264 Choosing a card — Is it more about the giver or the recipient? ...................................................................................... 268 About selecting the right greeting card ............................................................................................................................. 270 Christmas cards are a special family tradition .................................................................................................................. 275 Discussion About Paper Crafting ...................................................................................................................................... 277
About shopping for craft supplies ................................................................................................................................ 288
People Discuss Gift Wrap in Focus Groups ..................................................................................................................... 291 About Prices for Stationery Items ..................................................................................................................................... 292
Greeting Card, Stationery, Gift Wrap & Party Goods, and Paper Crafting Report, 2010
© Unity Marketing, 2010 Page 17
INTRODUCTION Greeting Cards, Stationery, Gift Wrap & Party Goods and Paper Crafting Report, 2010 Overview
The market for greeting cards is a tough one in today's environment, with consumers having so many faster, easier, and in
many cases cheaper, ways to send a greeting. Times have gotten even tougher as a
result of the current recession, with consumers looking to cut spending anywhere
they can.
Many cultural trends are afoot that are changing consumers' demand for
greeting cards, but one thing is for certain. The business of selling traditional
greeting cards is only going to get harder as consumers turn to newer, faster and
more user-friendly communications alternatives.
In a tough market, the competition is getting even tougher as leading retail
brands -- American Greetings, Carlton Cards and Papyrus − consolidated in 2009
and leading greeting card and stationary brands -- Schurman Fine Paper’s wholesale
division and Recycled Greetings -- came under American Greetings’ leadership.
This report details the findings of a consumer survey conducted in November
2009 among 1,436 recent buyers of one or more paper goods products used to
communicate, express oneself, celebrate, and craft. These paper goods include
greeting cards; stationery including social stationery and stationery goods such as
calendars, journals, notebooks; paper crafting goods; and paper decorations and
gifting supplies, such as gift wrap, gift bags, bows and ribbons, etc.
Greeting Card, Stationery, Gift Wrap & Party Goods, and Paper Crafting Report, 2010
© Unity Marketing, 2010 Page 18
The definitions used to organize this report by product include:
x Cards, such as greeting cards; note cards with no preprinted greetings; boxed greeting or note cards; Christmas cards; pre-
printed invitations; thank you cards, custom-printed cards, invitations, etc.
x Stationery, such as writing paper, social stationery, business stationery, specialty paper for stationery uses, special paper
for computers including photograph printing from computer, decorated paper and/or cards, such as print-your-own cards or
invitations, and/or full-sized 8 ½ x 11 paper, print-your-own banners, including special papers for computer printing, etc.
x Other Paper and Stationery Items, such as blank books and journals, decorative hanging calendars, date books, specialty
pens and writing instruments, such as fountain pens, calligraphy supplies, desk accessories, etc.
x Gifting and Party Supplies, such as paper gift wrap, gift bags, ribbons and bows, party ware and paper party supplies, etc.
x Paper Crafting and Hobby Supplies, such as scrapbooking supplies and kits, make-your-own card supplies and kits,
stamps and stamp supplies, stickers, photo albums, memory albums, like baby, wedding memory books, specialty paper.
RESEARCH OBJECTIVES
The objective of this study is to provide greeting card, social stationery and other stationery products, gift wrap and party
goods and paper crafting product marketers and retailers insights about the consumer market for their products. (Note: Throughout
this report this entire range of products are described broadly as ‘stationery goods.’) These consumer insights help marketers connect
more effectively with their target market so that they create and sell more of the kinds of products that consumers really desire. Based
upon research among recent stationery goods consumers, this report focuses on market opportunities available to product
manufacturers and retailers to help them deliver products and services that satisfy the consumers’ craving for paper products to
communicate, express oneself, celebrate, and craft.
Greeting Card, Stationery, Gift Wrap & Party Goods, and Paper Crafting Report, 2010
© Unity Marketing, 2010 Page 19
With a focus on consumers, their buying behavior, needs, desires and preferences, this research study includes research data
and statistics about:
x Stationery Goods Market Size and Growth: What is the size of the overall stationery goods market, as well as the six key
product segments (e.g. greeting cards, social stationery, custom-printed cards and stationery, gift wrap and party goods, paper
crafting products and other stationery products) and how rapidly is it growing? How is the stationery goods market
segmented by type of product?
x Demographics of the Stationery Goods Market: What are the demographic characteristics of people who buy stationery
goods products? How is stationery goods buying behavior influenced by demographic segments (e.g., gender, age, household
income (HHI), size, composition, ethnicity/race, education, etc.)?
x Stationery Goods Buying Behavior: What are the primary characteristics of the consumers’ buying behavior related to
stationery goods in general and the five product segments (e.g. greeting cards; social stationery, including custom printed
stationary and cards; other stationery products; gift wrap and party goods; and paper crafting products) in particular? Why do
they buy these goods and how do consumers’ motivations different by product category segment? Where do people shop for
the different types of stationery products; what factors influence their decision making; how much do they spend buying
within each of the stationery goods product segments and across the entire stationery goods category; what is the role of brand
in stationery goods product selections and shopping choices? How do different demographic segments differ in their
shopping and buying behavior?
x Psychographic Profile and Segmentation of the Greeting Card Markets: A psychographic profile of the greeting card
buyers is developed in this report. The profiles identify four different types or personalities of consumers of greeting card.
These profiles identify different drives and motivations found among consumers in purchasing greeting cards; what factors
Greeting Card, Stationery, Gift Wrap & Party Goods, and Paper Crafting Report, 2010
© Unity Marketing, 2010 Page 20
are more or less important in driving greeting card purchasing decisions; and how can greeting card marketers and retailers
better understand the hearts and minds of their consumers. In essence, we will discover “why people buy greeting cards.”
METHODOLOGY
This report is based upon findings from both qualitative and quantitative research.
Focus Group Research
Focus groups were conducted during the week of March 28, 2005, in Columbus, OH and Towson/Baltimore, MD. Two focus
groups were held in each city with one group recruited from active greeting card buyers and the other from women who buy greeting
cards and are active paper crafting hobbyists, either scrapbookers or those who make their own greeting cards and/or those seriously
involved with luxury paper for writing, journaling, and other uses. A total of 50 women were recruited for the focus groups with
household incomes of $50,000 or more. A wide span of ages were represented in the focus group respondents recruited among
women aged 25 through 60, with the average age in the groups about 44 years.
Respondents were recruited who purchased one or more of the following in the past six months (from September 2004 to
present): Greeting cards; Boxed cards; Stationery for hand-written notes; Scrapbooking supplies; Photo albums; Other luxury paper.
Respondents were placed into one of the two groups based upon the items they had purchased, with those who bought primarily
greeting cards and boxed cards placed into the greeting card dominant group and those who bought luxury paper, scrapbooking
supplies and/or who had a paper crafting hobby placed in the stationery dominant group. In general the stationery dominant group
represented the most serious of the ‘heavy-users’ in the category. The stationery group members were also active purchasers of
greeting cards, as well as other paper products. On the other hand, the greeting card dominant group tended to be less active buyers
across other products in the stationery goods category, but focused more specifically on purchasing greeting cards and boxed cards.
Greeting Card, Stationery, Gift Wrap & Party Goods, and Paper Crafting Report, 2010
© Unity Marketing, 2010 Page 21
The respondents in the focus group were selected not because they were representative of the ordinary or occasional greeting
card and/or stationery buyers, but because they were active, heavy users in the stationery category. The respondents’ average
spending over the past six months on stationery products, therefore, was high:
x Greeting Cards, $50 in past six months;
x Boxed Cards, $37;
x Stationery, $30;
x Scrapbooking supplies, $75;
x Other luxury paper, $35.
Quantitative Consumer Survey
An in-depth quantitative survey was conducted in November 2009. A total of 2,033 consumers were surveyed to find the core
sample of 1,436 U.S. consumers who recently bought one or more stationery goods products. That represents a response rate of 83
percent. Overall the results of the current survey are compared to similar surveys fielded in October 2007 among 1,205 stationery
goods buyers and a 2005 survey among 1,326 stationery goods buyers. Thus the survey results provide powerful trend tracking
information from 2005 until the present.
The products included in the survey were:
x Cards, such as greeting cards, note cards with no preprinted greetings, boxed greeting cards, Christmas cards, invitations,
thank you cards, including custom-printed cards and invitations, etc.;
Greeting Card, Stationery, Gift Wrap & Party Goods, and Paper Crafting Report, 2010
© Unity Marketing, 2010 Page 22
x Social Stationery, such as writing paper, social stationery, business stationery, specialty paper for stationery uses, special
paper for computers, custom-printed stationery, etc.;
x Other stationery products, such as decorative hanging calendars, date books, blank books and journals, specialty pens
and writing instruments, such as fountain pens, calligraphy supplies, desk accessories, etc.;
x Paper crafting and hobby supplies, such as scrapbooking supplies and kits, make-your-own card supplies and kits,
stamps and stamp supplies, stickers, photo albums, memory books, like baby or wedding memory books, glitter, paper
crafting tools, such as specialty scissors, cropping equipment, etc; and
x Gifting and party supplies, such as paper gift wrap, gift bags, ribbons and bows, partyware and paper party supplies.
Data collected in the survey about each of the stationery goods product categories
For each of the product categories included in the survey data was collected about the following:
x Type of specific items bought in the past year;
x Amount spent in total in the product category, as well as the amount spent purchasing each of the individual products
bought;
x Type of stores where category purchases were made, including whether each source was a regular, occasional or
infrequent/rare shopping destination for these products, as well as the one store where the last category purchase was made.
x Store features that attract specific category buyers (i.e. greeting card shoppers, stationery shoppers, etc.) to a store
destination.
x How frequently category buyers shopped for that particular group of products, for example whether they shopped about
once a month, once every two months and so on.
Greeting Card, Stationery, Gift Wrap & Party Goods, and Paper Crafting Report, 2010
© Unity Marketing, 2010 Page 23
Additional information collected about greeting cards and greeting card buyers
For greeting cards, additional detail was gathered, including
Number of individual and boxed cards bought and the amount paid for the last purchase of an individual and boxed card;
Details about custom-printed cards, such as amount spent on last single item bought;
Specific holidays and occasions for which greeting cards were bought;
Special greeting card product features that attracted shoppers, such as recycled paper, music enhancements, hand-made paper,
etc.
What attracted shopper to make their last greeting card purchase, such as price, discount, verse, picture, etc.
Favorite themes for greeting cards, such as pets, spiritual, humorous, nostalgia, etc.
Attitudes about buying and sending greeting cards.
Tradition of buying and sending Christmas greeting cards was a special emphasis in the survey
In addition the traditional of buying and sending Christmas greetings was another area of special investigation in the
quantitative survey, including:
x Whether bought and sent Christmas greetings for Christmas celebrations 2008 and plans to buy for Christmas 2009;
x Number of personal and business Christmas greetings sent;
x Trends in sending Christmas greetings, for example plan on sending more or fewer greetings for Christmas 2009 as
compared with Christmas 2008;
x Favorite themes for Christmas cards, such as snowmen, angels, Santa, religious, pets, etc.
Greeting Card, Stationery, Gift Wrap & Party Goods, and Paper Crafting Report, 2010
© Unity Marketing, 2010 Page 24
x Type of Christmas cards bought, specifically customized cards, pre-printed boxed cards, individual cards;
x Attitudes about buying and sending Christmas greeting cards.
Specific information was collected on the social stationery category
For products in the stationery category, additional data was collected, including:
x Number of stationery boxes/packets of paper bought and amount spent on the last box purchased;
x Stationery product features that attracted the buyer to make a purchase, such as price, style, color, recycled paper, hand-laid
paper, etc.
Additional detail about the purchaser's paper crafting hobby was gathered
Paper crafting purchasers were asked additional questions pertaining to their paper crafting hobby, including:
x What type of paper crafting hobby they participate in, such as make-your-own cards, scrapbooking, digital scrapbooking,
origami, etc.;
x Trends in time and money spent on paper crafting hobbies;
x Reasons why the individual participates in a paper crafting hobby, such as outlet for creativity, stress relief, to preserve
memories, to make gifts, save money, etc.
x Attitudes about buying paper crafting supplies and participating in paper crafting hobbies.
Greeting Card, Stationery, Gift Wrap & Party Goods, and Paper Crafting Report, 2010
© Unity Marketing, 2010 Page 25
SURVEY SAMPLE DEMOGRAPHICS
The survey sample is distinguished by the following:
Gender
In 2009 more male stationery goods purchasers participated in the survey
Gender 2009 2007 2005
Male 47% 35% 38%
Female 53% 65% 62%
Figure 1: Survey Gender, 2009, 2007 & 2005
In 2009 the survey sample of stationery goods buyers went gender-neutral, with an almost equal level of participation by male
as female stationery goods buyers. This compares to a strong female skew seen in the 2007 and 2005 survey. In the following chapter
more details about the demographics of the stationery goods buyers, including the demographics of each key product segment, are
examined.
Greeting Card, Stationery, Gift Wrap & Party Goods, and Paper Crafting Report, 2010
© Unity Marketing, 2010 Page 26
Age of Respondents
Average age of stationery goods purchases was 43.1 years, slightly older than found in previous years – Significant drop off in survey participation among the youngest age segment (18-24 year olds) largely accounts
for the older average age in 2009
Age of Respondents 2009 2007 2005
18‐24 9% 14% 19%
25‐34 20% 19% 23%
34‐44 24% 24% 18%
45‐54 25% 23% 14%
55‐64 22% 21% 26%
Avg. Age 43.1 yrs 40.4 yrs 41.9 yrs Generation Millennial (1980+) 17% 23% 28%
GenXer (1965‐1979) 29% 26% 26%
Boomer (1946‐1964) 45% 44% 33%
Swing/WWII (1945 and before)
8% 7% 13%
Figure 2: Age and Generation of Stationery Buyers, 2009, 2007 & 2005
The average age of the survey respondents in 2009 was 43.1 years, slightly older than that found in the previous surveys. The
skew toward a more mature consumer is accounted for by the lower levels of participation of the youngest consumer segment (18-24
years) in the survey overall.
Greeting Card, Stationery, Gift Wrap & Party Goods, and Paper Crafting Report, 2010
© Unity Marketing, 2010 Page 27
Income of Respondents
Stationery goods survey in 2009 represents a higher-income buyer profile
Income of Respondents 2009 2007 2005
Less than $25,000 0% 15% 26%
$25,000‐$49,999 22% 26% 36%
$50,000‐$74,999 24% 28% 18%
$75,000‐$99,999 25% 15% 11%
$100,000 and above 29% 15% 11%
Avg. Income $89,000 $63,600 $51,900
Figure 3: Income of Stationery Buyers, 2009 2007 & 2005
The average income of a stationery buyer in the 2009 was $89,000, which is roughly 30 percent higher than the survey sample
from 2007 when the average income was $63,600. In order to achieve the higher income demographic in the 2009 survey, the lowest
income segment (household income of less than $25,000) was eliminated. Thus the most recent survey reflects a trend toward a
slightly higher income consumer with more discretionary income to spend on stationery goods than in previous years. Because the
products represented in the stationery goods market are highly discretionary in nature, being a desire- rather than need-based purchase,
this report's focus on the perspective of higher income consumers better reflects the prime target market for stationery goods
marketers, retailers and brands.
Greeting Card, Stationery, Gift Wrap & Party Goods, and Paper Crafting Report, 2010
© Unity Marketing, 2010 Page 28
Other Demographic Factors
Other Demographic
Factors
2009 2007 2005
Marital Status
Married 68% 54% 50%
Single 19% 26% 30%
Other 13% 20% 20%
Education
High School 14% 22% 23%
Some College 30% 36% 32%
Vocational/Two Yr
Degree
4% 4% 11%
College Grad 28% 24% 20%
Post-Grad 23% 14% 15%
Ethnicity
White 87% 87% 86%
Spanish/Hispanic/Latino 4% 5% 6%
Black/African-American 5% 6% 5%
Asian/Pacific Islander 5% 6% 5%
Native American 2% 2% 2%
Other 1% 4% 5%
Figure 4: Other Demographic Characteristics, 2009, 2007 & 2005
Figure 4 above shows other demographic characteristics of the stationery buyers included in the survey. In 2009 the survey of
stationery goods buyers were more likely to be married than in previous years and more highly educated. These findings correspond
Greeting Card, Stationery, Gift Wrap & Party Goods, and Paper Crafting Report, 2010
© Unity Marketing, 2010 Page 29
to the trend toward a higher income consumer in the 2009 survey, as higher household income is associated with being married and
having higher levels of educational attainment. The distribution of ethnic backgrounds represented in the stationery goods buyers
sample was virtually identical for all three survey years.