Table of Contents
Introduction and Abbreviations
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- Definitions
- Consumer research
- ACORN
- Advertising data
- Abbreviations
Premier Insight
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- Internet distribution increases possibilities
- Targeting value-seekers
- Targeting reluctant buyers (men and kids)
- Using technological gains to own advantage
Executive Summary
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- Value sales struggle to achieve growth
- Fears of mobile phone and Internet competition unfounded
- Market segment shares differ greatly by volume and value
- High degree of concentration in supply
- Low brand awareness means minimal above-the-line spend
- Specialist card retailers maintain their lead
- Card priorities change with lifestage
- Distribution, segmentation and display are the buzzwords for success
- Value sales to outstrip volume
Market Drivers
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- The impact of technology
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- Figure 1: Features on mobile phone, 2001-04
- Four in ten Christmas cards linked to a charity
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- Figure 2: Methods of charitable giving, 1999-2003
- Non-Christian occasions – a missed opportunity?
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- Figure 3: UK population by religion, April 2001
- Recycling and the environment
- Differential pricing could cause uncertainty over postal charges
- Growth in ABC1s optimistic for premium card evolution
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- Figure 4: UK adult population, by socio-economic group, 2000-09
- Shift in age-structure has limited impact
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- Figure 5: UK population, by age group, 1998-2009
- Marriages and births in further decline
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- Figure 6: Births and marriages in the UK, 1976-2003
Market Size and Trends
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- Market volumes peaked in 2003
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- Figure 7: UK retail sales of greeting cards, by volume, 2000-05
- Changing patterns of retailer distribution causes pricing polarity
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- Figure 8: UK retail sales of greeting cards, by volume and value, 2000-05
- Card designs become more sophisticated
- Handmade moves mainstream
- Conventional cards keep email and text in their place
Market Segmentation
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- Christmas dominates by volume not value
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- Figure 9: UK retail sales of greeting cards, by volume and value, by sector, 2004
- Figure 10: UK retail volume sales of greeting cards, by sector, 2000-04
- Popularity of boxed sets stymies Christmas profits
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- Figure 11: UK retail sales of greeting cards, by market segment at current prices, 2000-04
- Personal occasions warrant higher spend
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- Figure 12: Average prices for different types of card, 2000-04
- Unlimited scope for everyday cards?
- Non-denominational opportunities
The Supply Structure
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- Figure 13: Shares in the total UK greeting card market, 2002-04
- Companies and brands
- Hallmark Cards plc
- Paper House
- Simon Elvin
- UK Greetings (UKG)
- Other companies
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New Product Development
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- Adding value through design
- New Product Briefs
- February 2005
- December 2004
Advertising and Promotion
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- Greeting card adspend dominated by general stationers
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- Figure 14: Main monitored media advertising expenditure on stationery & greeting cards*, 2000-05
- Retailer build their own brand image
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- Figure 15: Leading advertisers for greeting cards*, 2002-04
- Effective point of sale aides consumer choice
- Trade marketing
Distribution
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- Securing widespread distribution is the key to converting sales
- Distribution to consumers
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- Figure 16: Estimated UK retail sales of greeting cards, by value, by type of outlet, 2002-04
- Specialist card shops
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- Figure 17: Estimated number of outlets, by specialist card retail multiple, 2004
- Clinton Cards
- Greeting Card Group
- Paperchase
- Cards Galore
- Grocery multiples show biggest growth
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- Figure 18: Changing structure of retail distribution of greeting cards, 2002-04
- Variety stores
- Stationers, booksellers and artshops
- CTNs and convenience stores
- Gift shops, charities and other
- Online sales communication
The Consumer
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- Figure 19: Greeting cards bought in the last 12 months, February 2005
- Never forget a birthday
- Mummy’s boys make the effort
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- Figure 20: Most frequently bought cards, by gender, February 2005
- Basic lifestage dictates card occasion
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- Figure 21: Greeting cards purchased in the last 12 months, by lifestage, February 2005
- Nurturing young habits into middle age
- Incentives to purchase
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- Figure 22: Important aspects when choosing cards, February 2005
- Men appreciate saucy humour
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- Figure 23: Important aspects when choosing cards, by gender, February 2005
- Family matters
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- Figure 24: Family preferences for greeting cards, February 2005
- Cartoons have adult appeal
- How purchasing motivations vary by greeting card occasion
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- Figure 25: Important aspects of cards by greeting occasions, February 2005
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The Consumer – Detailed Demographics
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- Top occasions for greeting cards
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- Figure 26: Top five occasions for greeting cards purchase, by gender, age, socio-economic group, lifestage, region, marital status, working status, presence of children, household size, Internet usage and Mintel’s Special Groups, February 2005
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- Figure 27: Top five occasions for greeting cards purchase, by ACORN categories, media usage, commercial TV viewing and supermarket usage, February 2005
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- Figure 28: Further occasions for greeting cards purchase, by gender, age, socio-economic group, lifestage, region, marital status, working status, presence of children, Internet usage, household size and Mintel’s Special Groups, February 2005
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- Figure 29: Further occasions for greeting cards purchase, by ACORN categories, media usage, supermarket usage and commercial TV viewing, February 2005
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- Figure 30: Further occasions for greeting cards purchase, by gender, age, socio-economic group, lifestage, region, presence of children, marital status, working status, household size, Internet usage and Mintel’s Special Groups, February 2005
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- Figure 31: Further occasions for greeting cards purchase, by ACORN categories, media usage, supermarket usage and commercial TV viewing, February 2005
- Purchase criteria
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- Figure 32: Important design aspects of greeting cards, by gender, age, socio-economic group, lifestage, region, presence of children, marital status, working status, Internet usage, household size and Mintel’s Special Groups, February 2005
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- Figure 33: Important design aspects of greeting cards, by ACORN categories, media usage, supermarket usage and commercial TV viewing, February 2005
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- Figure 34: Important design aspects of greeting cards, by gender, age, socio-economic group, lifestage, region, presence of children, marital status, working status, Internet usage, household size and Mintel’s Special Groups, February 2005
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- Figure 35: Important design aspects of greeting cards, by ACORN categories, media usage, supermarket usage and commercial TV viewing, February 2005
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- Figure 36: Important design aspects of greeting cards, by gender, age, socio-economic group, lifestage, region, marital status, working status, presence of children, Internet usage, household size and Mintel’s Special Groups, February 2005
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- Figure 37: Top five occasions for greeting cards purchase, by ACORN categories, media usage, supermarket usage and commercial TV viewing, February 2005
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- Figure 38: Important aspectsof cards by occasions bought, February 2005
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- Figure 39: Other Important aspectsof cards by occasions bought, February 2005
The Consumer – Incentives to Purchase
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- Assessing consumer target groups
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- Figure 40: Consumer typologies of consumers with regard to greeting cards, January 2005
- Card Lovers (11% of sample)
- Sophisti-cards (26% of sample)
- Jokesters (27% of sample)
- Dis-carders (36% of sample)
- Women waver between cute and sophisticated
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- Figure 41: Consumer typologies, by age group, February 2005
- Easier targeting of key greeting card consumers
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- Figure 42: Consumer typologies, by media usage, February 2005
- Sentiment varies by age-group
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- Figure 43: Consumer typologies, by types of cards purchased in the last 12 months, February 2005
- Assessing enthusiasm
- Women are the most prolific card buyers
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- Figure 44: Purchase repertoire, by socio-economic group, February 2005
- One third of consumers buy six or more cards
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- Figure 45: Consumer typologies, by repertoire of cards bought in the last 12 months, February 2005
- Card Lovers favour good value retailers
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- Figure 46: Repertoire of cards bought, by types of cards bought, February 2005
- Women are more price-sensitive than men
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- Figure 47: How greeting cards are bought, by gender, September 2004
- Consumer purchasing habits
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- Figure 48: How greeting cards are bought, by age, September 2004
The Consumer – Incentive to Purchase: Detailed Demographics
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- Assessing consumer target groups
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- Figure 49: Q2 clusters by demographics (row %)
- Assessing enthusiasm
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- Figure 50: Q1 repertoire, by demographics, (row %)
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- Figure 51: Purchase repertoire, by gender, age and socio-demographic group, February 2005
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- Figure 52: Consumer typologies, by repertoire of cards bought in the last 12 months, February 2005
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- Figure 53: Repertoire of cards bought, by types of cards bought, February 2005
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- Figure 54: Repertoire of cards bought, by important aspects of cards, February 2005
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- Figure 55: Attitudes to shopping for greeting cards and stationery, September 2004
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- Figure 56: How cards are bought, by gender, age and socio-economic group, September 2004
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- Figure 57: Attitudes to price and style in cards, by gender, age and socio-economic group, September 2004
The Future
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- Future growth stems from increased distribution
- Further segmentation helps consumer differentiate
- Merchandising should reflect evolving trends in range and design
Forecast
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- Similar rate of market growth for the next five years
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- Figure 58: Forecast of the greeting cards market, by value, 2005-10
- Volume sales to remain static after initial increase
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- Figure 59: Forecast of the greeting cards market, by volume, 2005-10
- Value sales to outstrip volume
- E-cards lack personal touch
- Input factors
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