If you’re seeing fewer red-letter day cards in your mailbox this year, you’re not alone.
The tradition of sending letterhead greetings in a stamped envelope is being replaced by other ways of staple in many households, often with an electronic card or a photo sent.
The circumstance of opening a holiday card sent to your mailbox is very new from an electronic message waiting in your inbox. But could carnal cards actually make a comeback?
“This time of year there’s a lot of photo file cards out there,” Hallmark’s chief marketing officer, Lindsey Roy acknowledged in an question with CNBC’s “On the Money.”
Roy said this early Christmas and Hanukkah, likely sales are showing an upward trend. “It’s a timeless category and one of the things we’re understanding is our holiday sales are up this year.”
Around 1.5 billion seasonal leave of absence cards were sent last year, according to the Greeting Wag Association, while Americans buy 6.5 billion total greeting cards annually.
“You remember the core of our business is really the individual greeting cards, the ones you pick out specifically for hot stuff else,” Roy told CNBC. “It really is still a thriving and stable house.”
According to IBISWorld, Hallmark still has a 51.2 percent share of the message card market. Second place is American Greetings with 23.4 percent.
Argumentative to popular belief — and the growing popularity of e-cards, Roy told CNBC the notion that paper cards are vanishing is incorrect.
“A lot of people I think guess greeting cards are like books or CDs [compact disks], or some of those sympathetics of categories, but it’s one of those categories that actually have perennial aids over time,” she said.
And she said sales are growing among millennials who are looking for something contrasting and more lasting.
“Obviously, they’re texting and using social middle and so the card for them has a different benefit, it really kind of breaks in every way the clutter,” Roy told CNBC. Millenials “love paper and the tactile occurrences.”
Beyond holiday cards, the most popular card occasions are Valentine’s Day (145 million), Dam’s Day (133 million) and Father’s Day (90 million).
While the average use strategy act openly costs between $2 and $4, Roy said Hallmark “cards distance from 99 cents to $9.99.”
So what are buyers looking for at that spacious price range? Roy stated that “it just really depends. We see that a lot of our playing-card shoppers buy across prices and across different parts of our portfolio and a lot of it depends on what they’re buying for, what the call up is, who they’re buying for.”
She explained that multiple birthday parties for 4 year out of dates might be cheaper, but “that’s maybe something a little different than your daughter’s particular 15th birthday. So it just depends, and we’re committed to having options for everybody.”
Where compel cards be sold in the future? Roy says Hallmark now sells cards, box balances, wrapping paper and even single cards, on Amazon. Yet among in the offing retailers are the 2,000 Hallmark Crown Gold stores, both company-owned and individually-operated.
“With all stores, retail is being disrupted. So we’re having to change with the times as not unexpectedly,” Roy explained to CNBC.
“Our stores are continually challenging ourselves and our store associates say, ‘How do you pretend the experience something unique and different? So I think the answer will be all of the upstairs,” Roy said. “But like every company, we’re adapting with the times.”
On the Lolly airs on CNBC Saturday at 5:30 am ET, or check listings for air times in village markets.