The Greeting Card Industry / Target Market

In this industry, you can either become a greeting card publisher or supply existing publishers with you designs.

Facts & Figures

  • The UK population spends £1.5 billion a year on greeting cards
  • The industry is, directly and indirectly, responsible for 100,000 jobs.
  • There are over a thousand publishers in the UK, most of which are small businesses.
  • In 2015, the UK public spent more on greeting cards than ever, taking the market value up to £1.7 billion.
  • The commercial Christmas card was invented in 1846 by Sir Henry Cole.

Greeting Card Association

The Greeting Card Association (GCA) is the trade associate for the UK greeting card industry. They aim to represent, promote and celebrate the sector. They are a non-profit organisation working with all sized companies. They work on promoting card sending and designing to the younger generation through their recourses.

Designing a Greeting Card

  • The shape of the card should be considered when it comes to sending/posting it. Unusually shaped cards may be hard to post.
  • If the card is to be displayed in a shop, the top half of the card must contain some element of the design or, if appropriate, the most interesting part of it.
  • Avoid designing with trendy topics such as movies or music and focus of timeless design as a markets interests can change often so a specific design may not sell well.
  • Loud is not always best.

My Target Market

Greeting cards are manufactured for almost every type of market. My target market is children aged 10 and under. Especially when it comes to gifting, children of this age range do not typically buy products for themselves and it often comes down to parents and older relatives to do this. This me that in order for a product to sell well amongst adults, kids must be drawn to it and want it; the product must be memorable and interesting to them.

It is best to stay away from designs that feature trendy or popular characters or themes as this creates a risk that the product will not sell well because the thing is not popular anymore.

 

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