The Economics of Everyday Things
29. Greeting Cards
Dec 18, 2023
Discover the winners of the Louis Awards, the influence of millennials, and the dominance of Hallmark Cards. Explore the categorization of greeting cards, the decline in card-buying practices, and the appeal to Millennials. Learn about the creative process behind messages, market trends, and the significance and artistic aspect of greeting cards.
15:32
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Quick takeaways
- Millennials prefer highly differentiated and personalized greeting cards that reflect their relationships, bringing diversity to the stores that carry them.
- Despite competition from social media and e-cards, greeting cards remain a powerful way to express feelings and connect with loved ones.
Deep dives
Millennials are revitalizing the greeting card industry
Millennials have become the largest buyers of greeting cards, spending more money on them than their elders. The market has shifted towards more expensive cards as Millennials value highly differentiated and personalized cards that reflect their relationships. This has brought diversity to stores that now carry greeting cards, including jewelry stores, dress stores, and even car washes.
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