Monday, December 12, 2011

Expect Fewer Holiday Cards This Year


Many in the United States celebrating Christmas can expect fewer holiday cards this year than last year, a marketing expert says. Pam Danziger, president of Unity Marketing and author of “Putting the Luxe Back in Luxury,” said 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. However, times have gotten even tougher as a result of the recession, with many consumers looking to cut spending anywhere they can. The U.S. Postal Service slowing the pace of first class mail and making “snail mail” even less convenient, consumers are being encouraged – and perhaps driven – to alternatives to the traditional greeting card. However, while fewer may be sending Christmas cards, people are spending more money on expensive, luxury gift wrapping paper and ribbons and paper decorations to enhance their family’s holiday celebration, Danziger said. More sophisticated shoppers prefer to send hand-written notes on exquisite stationery, which communicates the ambiance of an earlier time, Danziger added.