Greeting Card Stationery Report 2010 DRAFT Master · 2018. 11. 22. · For greeting cards,...

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



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


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



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



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



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


Chapter 3 — About Stationery Goods Purchases & Spending ............................................................................... 73

Purchase & Spending Overview ......................................................................................................................................... 73 Figure 30: Stationery Purchase and Spending Overview. 2009 & 2007 ........................................................... 74


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



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


Very Important Factors Influencing Where Shopped for Cards .................................................................................. 96

Figure 40: Features of Stores Rated Important for Card Buyers, 2009 ............................................................ 96


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


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




Primary Reasons for Purchasing Most Recent Card ................................................................................................... 106

Figure 46: Why Selected Most Recent Greeting Card, 2009, 2007 & 2005 ..................................................... 106


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


Personal Christmas Cards Bought ............................................................................................................................... 112

Figure 50: Personal Christmas Cards Sent, 2008, 2006 & 2004 ..................................................................... 112


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


Types of Christmas Cards Bought ............................................................................................................................... 117

Figure 54: Type of Christmas Cards Bought, 2009 ........................................................................................... 117



Attitudes about Sending Christmas Greetings ............................................................................................................ 118

Figure 55: Attitudes about Christmas Cards ..................................................................................................... 118


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


What Influences Personalities in their Greeting Card Selection ................................................................................ 130

Figure 59: Why Selected Most Recent Greeting Card by Personality............................................................. 130


Favorite Themes of the Difference Personalities ........................................................................................................ 132

Figure 60: Why Selected Most Recent Greeting Card by Personality............................................................. 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



Field Guide to the Four Greeting Card Personalities ....................................................................................................... 138 Figure 62: Field Guide to the Greeting Card Personalities .............................................................................. 138


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


Where People Shopped For Social Stationery ................................................................................................................. 148 Figure 67: Where People Shopped For Social Stationery, 2009 & 2007 ....................................................... 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



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


Other Stationery Purchase Details .................................................................................................................................... 156 Figure 72: Other Stationery Purchase Details and Amount Spent by Type, 2009 & 2007 .............................. 156


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



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


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


Where People Shopped for Paper Crafting Supplies ....................................................................................................... 173 Figure 83: Where Paper Crafters Shopped for Craft Supplies, 2009 & 2007 ................................................ 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


Attitudes about Paper Crafting .......................................................................................................................................... 179 Figure 87: Attitudes about Paper Crafting Hobbies ......................................................................................... 179




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


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


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


Importance of Brands when Purchasing Greeting Cards ........................................................................................... 196

Figure 95: Importance of Brand When Purchasing Greeting Cards, 2009 & 2007 ....................................... 196



>>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


Overall Size & Growth Stationery Goods Market by Major Product Category ............................................................. 204 >>Stationery Marketers: Take Action ......................................................................................................................... 205



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









Summary of Christmas Greetings Findings ................................................................................................................ 215




Four Personalities Define the Greeting Card Consumer Market ............................................................................... 219





Summary of Stationery Purchases & Purchasers ............................................................................................................. 226 >>Stationery Marketers: Take Action ........................................................................................................................ 227



Summary of Other Stationery Purchases & Purchasers ................................................................................................... 228 >>Stationery Marketers: Take Action ........................................................................................................................ 228


Summary of Paper Crafting Purchases & Purchasers ...................................................................................................... 230 >>Stationery Marketers: Take Action ........................................................................................................................ 230








Summary of Paper Gifting and Party Supplies Purchases & Purchasers ........................................................................ 236 >>Gifting/Party Supply Marketers: Take Action ...................................................................................................... 236



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



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



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.



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.



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



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.



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.;



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.



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.



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.



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.



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.



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.



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



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.

Greeting Card Stationery Report 2010 DRAFT Master · 2018. 11. 22. · For greeting cards,...

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