The Word on Stationery: It Won't Be Waning In 2011
Kathy Krassner -- Gifts and Dec, 1/12/2011 5:57:55 AM
Greeting cards, invitations and other social stationery-related products are an integral part of our culture, which is what makes them consistently reliable and profitable items for your store in 2011 and beyond. To get a finger on the pulse of this important category and to help you prepare for the upcoming winter markets, Gifts & Decorative Accessories spoke with a number of experts in the stationery industry.
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One key element affecting the near-future outlook is the economy and its impact on the holiday selling season. On this front the view is hopeful. "Initial reports indicate that consumers intend to spend more this holiday season than last, which is good news and could kick-start retail activity for 2011," states Jack Withiam, executive vice president of the Greeting Card Association (GCA).
Adds Patti Stracher, GCA general manager as well as manager of the National Stationery Show: "The economic conditions are slowly getting better. In fact, retail sales rose 0.6 percent in September, according to a Commerce Department report, with sales beating analysts' expectations. This news is offering merchants new hopes for the holiday season and into 2011. As a result, I believe that entertaining will be on the rise, wedding and party budgets will increase, more greeting cards will be sent and more gifts will be exchanged."
And, despite worries that younger consumers haven't embraced the written word on paper as much as they have on electronic devices, it's important to note that the stationery category won't be waning in 2011 or anytime soon. "How the stationery industry will do will likely be a function of how the economy does, much like every other consumer-products business out there," remarks Kerry Amidon, product manager for Checkerboard. "That said, people are hungry for personal connections and meaningful communications. While technology is certainly efficient for some communications, it isn't appropriate for everything."
"Sending and receiving greeting cards is a tradition that is still firmly entrenched in the consumer's mind and lifestyle ... we all still appreciate personal acknowledgement and thoughtfulness," states Susan January, vice president of product management at Leanin' Tree. "Even Gen X- and Y-ers are learning the importance of handwritten communication and card-sending as they acknowledge gifts ... and as they begin entering the job market, sending personal notes of thanks."
Patti Stracher, noting how technology has changed the world around us, reinforces the fact that handwritten communication is still here to stay.
Retailer P.O.V.
"Just as television, film and video games all coexist with one another, the wider use of social media does not eliminate the fundamental need and desire to connect - it's in our DNA! Manufacturers and retailers should embrace the opportunity to tap this emotional need and provide their customers with products that help them stay connected with each other in one of the most meaningful ways - ink on paper!"
We would love your feedback!
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