Table of Contents
Issues in the Market
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- Main themes
- Definitions
Insights and Opportunities
Fast Forwards Trends
Market in Brief
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- Steady but slow
- Quality and consumer choice
- Willingness to pay
- Outlook
Internal Market Environment
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- Key points
- So what did happen with postage costs?
- Price confusion
- Retail competition and the Internet
- Greetings opportunities
- Hobbyists and more
- Technology – the threat
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- Figure 1: Household ownership of PCs, 2002-06
- Technology – the opportunities
Broader Market Environment
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- Key points
- Save the planet
- Jumping on the green train
- Caring cards
- First class
- Not so many birthday boys and girls
- Congratulations and celebrations
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- Figure 2: Number of marriages and births, UK, 2002-12
- Welcome to your new home
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- Figure 3: Number of housing transactions, 2000-06
- Religious festivals
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- Figure 4: Religious affiliation, UK, 2001
Competitive Context
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- Key points
- The changing consumer
- Technology and diversity
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- Figure 5: Type of activity undertaken on the Internet in the last three months, 2003-06
- Beyond the Internet
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- Figure 6: Features used on mobile phone, 2002-06
- Craft
- In the bag
- Wait a minute Mr Postman
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Product extensions – more than just a card
- Service extensions
Market Value and Forecast
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- Key points
- Delivering growth in a mature market
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- Figure 7: UK retail sales of greetings cards, by value, 2002-07
- Folding volume
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- Figure 8: UK retail sales of greetings cards, by volume, 2002-07
- It’s the thought that counts
- Diversity and quality
- Standing out on the mantelpiece
- Trends
- Forecast
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- Figure 9: Size and forecast of the greetings cards market, by value, 2002-12
- Figure 10: Size and forecast of the greetings cards market, by volume, 2002-12
- Important to the market
- Factors used in the forecast
Segment Performance
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- Key points
- Main divisions
- Christmas – a time for giving…but not big spending
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- Figure 11: UK retail volume of greetings cards, by sector, 2002-06
- The charitable spirit
- Another day…another occasion
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- Figure 12: UK retail sales of greetings cards, by market segment at current prices, 2002-06
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- Figure 13: UK retail sales of greetings cards, by market segment at current prices, 2006
- Spring has sprung, or not
- From budget to luxury
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- Figure 14: Average price, by card type, 2002-06
- Budget boxes
- Personal occasions warrant luxury
- The boxed everyday
Market Share
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- Key points
- The few among the very many
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- Figure 15: Shares in the total UK greetings cards market, 2002-06
- Increasing new entrants
Companies and Products
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- UK Greetings
- Breadth and range
- Supporting growth
- Hallmark Cards UK
- The world player
- Breadth and range
- Other areas
- Simon Elvin
- Battling the odds
- Diversification
- Paper House
- A broad base
- Continuing innovation
- Others
- Larger players
- Art cards
- Contemporary and design-led
- Handmade cards
- Contemporary humour
Brand Communication and Promotion
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- Key points
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- Figure 16: Main monitored advertising spend of top card retailers, 2002-06
- Just three points…
- Any implications for the future?
- Alternatives and additions
Channels to Market
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- Key points
- Trade delivery
- Customer post
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- Figure 17: Estimated UK retail sales of greetings cards, by value, by type of outlet, 2002-06
- Fragmentation
- Struggling specialist
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- Figure 18: Specialist card retail multiples, estimated number of outlets, 2007
- Struggle at the bottom
- Online threat and opportunities
The Consumer – Buying Occasions
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- Key points
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- Figure 19: Occasions cards purchased for in the last 12 months, December 2006
- Universal appeal
- Guilt and etiquette
- Don’t forget to say thank you
- Ups and downs
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- Figure 20: Cards bought in the last 12 months, 2005 and 2006
- Future risk?
- Act now
- Number of occasions bought for
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- Figure 21: Number of occasions cards bought for, December 2006
- Hey big sender
- Further extensions
The Consumer – Willingness to Pay
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- Key points
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- Figure 22: Average price of a card, December 2006
- Cardboard money
- Dig a little deeper
- And when
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- Figure 23: Mean spend per card, by occasion card bought for, December 2006
- Show how much you care…
- ...by how much you spend
The Consumer – Attitudes
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- Key points
- How cards are chosen
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- Figure 24: Consumer attitudes towards greetings cards, December 2006
- Pricing
- Charity cards
- Eco card
- Stand-out cards
- Other issues
- Consumer typologies
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- Figure 25: Consumer typologies, December 2006
- Ethically Aware (19%)
- Who are Ethically Aware?
- Price Concerned (30%)
- Who are Price Concerned?
- Unconcerned (29%)
- Who are Unconcerned?
- Friends and Family (22%)
- Who are Friends and Family?
Appendix
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- Consumer research
- ACORN
- Advertising data
- Abbreviations
- Internal market environment – Detail
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- Figure 26: Trends in UK population, by age, 2002-12
- Broader market environment – Detail
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- Figure 27: Trends in PDI and consumer expenditure, 2002-12
- Figure 28: Forecast adult population trends, by socio-economic group, 2002-12
- Competitive context – Detail
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- Figure 28: Internet usage in the last 12 months, 2002-06
- Figure 29: Frequency of using the Internet, 2002-06
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- Figure 30: Internet usage in the last 12 months, by gender, age and socio-economic group, 2006
- Figure 31: How often 7-10-year-olds use the Internet, 2002-06
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- Figure 32: How often 11-14-year-olds use the Internet, by place of usage, 2002-06
- Figure 33: Features used on mobile phones – 7-10-year-olds, 2002-06
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- Figure 34: Features used on mobile phones – 11-14-year-olds, 2002-06
- Buying Occasions – Detailed Consumer Demographics
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- Figure 35: Top five occasions cards purchased for in the last 12 months, by gender, age, socio-economic group, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, region, ACORN categories, media usage, commercial TV viewing, supermarket used, household size and car ownership, December 2006
- Figure 36: Occasions cards purchased for in the last 12 months, by gender, age, socio-economic group, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, region, ACORN categories, media usage, commercial TV viewing, supermarket used, household size and car ownership, December 2006
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- Figure 37: Other occasions cards purchased for in the last 12 months, by gender, age, socio-economic group, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, region, ACORN categories, media usage, commercial TV viewing, supermarket used, household size and car ownership, December 2006
- Figure 38: Other occasions cards purchased for in the last 12 months, by gender, age, socio-economic group, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, region, ACORN categories, media usage, commercial TV viewing, supermarket used, household size and car ownership, December 2006
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- Figure 39: Number of occasions cards purchased for in the last 12 months, by gender, age, socio-economic group, marital status, lifestage, working status, ACORN categories, commercial TV viewing, region, supermarket used, age of own children and Mintel’s Special Groups, December 2006
- Figure 40: Number of occasions cards purchased for, by occasions purchased for, December 2006
- Willingness to pay– Detailed Consumer Demographics
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- Figure 41: Average price spent per card, by gender, age, socio-economic group, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, region, ACORN categories, media usage, commercial TV viewing, supermarket used, household size and car ownership, December 2006
- Attitudes towards greetings cards – Detailed Consumer Demographics
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- Figure 42: Attitudes towards charity and recycled cards, by gender, age, socio-economic group, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, region, ACORN categories, media usage, commercial TV viewing, supermarket used, household size and car ownership, December 2006
- Figure 43: Attitudes towards price of greetings cards, by gender, age, socio-economic group, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, region, ACORN categories, media usage, commercial TV viewing, supermarket used, household size and car ownership, December 2006
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- Figure 44: Other attitudes towards cards, by gender, age, socio-economic group, marital status, lifestage, age of own children, Mintel’s Special Groups, working status, region, ACORN categories, media usage, commercial TV viewing, supermarket used, household size and car ownership, December 2006
- Figure 45: Consumer attitudes, by average amount spent, December 2006
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- Figure 46: Attitudes, by the repertoire of occasions bought for, December 2006
- Figure 47: Selected attitudes, by the repertoire of occasions bought for, December 2006
- Further Analysis – Detailed Consumer Demographics
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- Figure 48: Consumer typologies, by gender, age, socio-economic group, marital status, lifestage, working status, ACORN categories, commercial TV viewing, age of children, Mintel’s Special Groups, region, newspaper readership and supermarkets used, December 2006
- Figure 49: Consumer typologies, by the average price paid, December 2006
- Figure 50: Consumer typologies, by consumer attitudes towards greeting cards, December 2006
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- Figure 51: Consumer typologies, by occasions bought for, December 2006
- Figure 52: Consumer typologies, by number of occasions bought for, December 2006
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