New study from Unity Marketing finds that greeting cards were the fastest growing category in the overall stationery market
The luxury market for luxury greeting cards made a big comeback after four years of steadily declining sales, rising over 11 percent from 2004 to 2006. In 2006 the greeting card market climbed to over $10 billion. This according to the latest report on the stationery luxury market from Unity Marketing.
"From 2000 to 2004 the sales of greeting cards were in steady decline," reports Pam Danzgier, president of Unity Marketing and author of Shopping: Why We Love It and How Retailers Can Create the Ultimate Customer Experience. "But in 2005 the tide started to turn as a result of a shift in consumers' shopping preferences away from mass retailers and discounters, like dollar stores, toward more specialty retailers that offered better designs, higher quality and more specialized card choices. In 2006 specialty card and gift shops regained 6 market share points. As a result, the mass merchants are holding on as market share leader by a thread," Danziger announces.