While you may still be rocking traditional greeting cards, and that’s okay, you’ll likely need to make some adjustments to your messaging. The greeting card industry is still booming with approximately 6.5 billion cards sold each year, but it is seeing a decline in revenue, which could turn into a big one if companies are not careful.  The good news is that, currently, greeting card sales in the US are still commanding between 7 and 8 billion dollars a year. And many companies are now targeting a market that is showing real promise – millennials.

A Revolt Against Digital

Yep, it seems that millennials are revolting against the digital age. Perhaps not revolting, but using more throw-back products in tandem with newer technologies. Because, let’s be real, even most throw-back products involve some form of digital manipulation or marketing.

The Old-Timers had it Right All Along

More traditional products not only connect millennials with generations past but offer a more personal experience. Apothecarian storefronts, niche fragrances, journals, day planners, vinyl records, a fine glass of scotch, speakeasy-themed bars, double-edged razors and shaving soaps, and yes, greeting cards too. While millennials may reference social media accounts to keep better track of birthdays and other life events, it seems that often what expresses sentiments for these occasions best is still a real greeting card. Texts, social media posts, emails, and even ecards just don’t have the personality to get the job done.

Exclusivity

It also seems millennials are willing to pay more for a greeting card, and dare I say, sometimes it’s the high price that makes them more enticing – silently professing better quality, better trends, and a more exclusive product – regardless of whether these things are true. The fashion industry is a prime example of this. As is Papyrus – holding onto old-school elements of yesteryear greeting cards with the spin of new messaging and a median price tag of about eight to ten dollars a card. And more and more millennials are becoming part of the club.

Millennials are Taking Over

Millennials are growing up, life events like marriage, children, buying a home, and exciting business ventures are here or very close on the horizon. If you are an e-commerce greeting card business, remember, that while hip-looking brick-and-mortar stores may be the preferred method of purchasing greeting cards for millennials, when they need them in large numbers, your e-commerce store is where they will go. I may even suggest adding elements of these popular brick-and-mortar stores to your website design. Stay up on color and design trends, as well as messaging!

With a cheeky sense of humor, new lingo, completely different life experiences, and a different kind of outlook on the world, your greeting card messaging may need to change if you want to stay strong. And we are speaking to everyone. Greeting cards can remain a valid form of advertising for businesses looking to reach out to clients, young and old. There is still undoubtedly room for more traditional messaging and designs, but there needs to be a balance between the new greeting card messaging of today and the regular Christmas card verses that everyone remembers.

Even Hallmark is getting onboard with this evidence, promoting a new line of cards called Easy, Tiger with clever millennial-friendly verses that cater to the younger generations. These cards originally began as an effort among some internal Hallmark employees that started selling them in local shops from vending machines but has now become a mainstream brand for the greeting card conglomerate. Easy, Tiger was even featured on Good Morning America.  In addition to greeting cards, the brand sells everything from desk and stationery products, home décor, fashion items, pet products, and more.

When the younger generations take over the world, there will need to be brands that cater to them.

If you are a greeting card brand that has been around awhile, whether you are b2b, b2c, e-commerce, or brick-and-mortar you need to remember that your clients will change. The businesses that shop with you now will be passed down or deconstructed entirely – there is no getting around this – it’s inevitable. Ultimately, your customers will either retire or (sorry) die, and where will you be then? Start talking to the people who will eventually become your biggest customers – millennials.

Is Greeting Card Marketing Still Successful?

Greeting card marketing is still thriving for businesses for many reasons. First, it’s an ad that has the potential to stick around longer than most. Most people like to save their favorite greeting cards, whether it’s for a season or years to come. Businesses send Christmas or holiday cards to their customers because they stand out from an email campaign, it’s more personal marketing (or at least it can be), it’s classy, and it’s a holiday tradition that’s just as popular as gift giving – the same with birthdays. People have a hard time throwing out greeting cards right away, even from businesses. Carlos Llanso, president of the Greeting Card Association, says the reason greeting cards are still working is because posting wishes of happy birthday or other sentiments on Facebook eventually feels impersonal. It’s a statement that many of us can agree with.

What You Can Do to Ensure Survival

The smart businesses send cards on less popular holidays or just because. And the even smarter businesses cater to and personalize their cards to the market they are sending them. Be authentic. It makes a difference, no matter what you’re doing.

For greeting card companies selling to other businesses, we need to look at not just the businesses but the people behind them.

E-commerce greeting card stores can also capitalize on newer markets by making things easier; offering a simple ordering process, envelope addressing service, and even mailing the cards for their buyers. Make greeting cards effortless. Make them a no-brainer. Make them convey messages that perfectly state what’s on someone’s mind. If you can say it better, deliver it better, and sell it better – greeting cards will be okay.

The stance on greeting cards is divided even among millennials. Some send them, and some don’t see the point. Show them the point. Show everyone. But be real. Learn how to talk to people, because there will come a day when your way of doing things is obsolete. You can keep a tradition going, but sometimes you need to refine it to do so.

And with your marketing campaigns, this next tidbit of advice applies not only to greeting card companies but everyone; you will increase the sales of your product by showing the world its relevance. Show how even the smallest thing like a greeting card can actually change lives or at least make them slightly better.

There’s contradictory evidence for the presence of greeting cards in the lives of millennials with surveys showing both a serious absence of them and others showing greeting cards’ growing significance. We all fall victim to the notion that if it ain’t broke don’t fix it, but something is broken here, our unwillingness to strive to be better than we were before.

People want to feel connected with other people and the companies they shop with. Greeting cards can do both, simultaneously. Be the card that someone picks up and says, “Yeah, this company gets us.” If you can share this little inside joke or sentimental moment with your customers, then it’s a win.

It’s pretty apparent where greeting cards are heading if they are meant to survive. American Greetings sets up shop at the SXSW music festival. Small businesses are creating works of art and selling them as the greeting cards you think you remember but not quite. If you’re a greeting card business scratching its head, or sweeping a small decline in sales under the rug to deal with later – don’t – just change your tune a bit – there’s room for all types of customers in this market – remember that.

Tags: Brick and Mortar, E-commerce, Greeting Card Companies, Greeting Card Marketing, Millennial Marketing, Millennials