Key takeaways:
- A decline in the number of greeting cards sent is being offset by an increase in what’s being spent on them.
- Card-sending is a deliberate gesture most appreciated by millennials, the leading spenders.
- Boxed card sets are a thoughtful gift to help your intended be prepared, economical—and make an impression.
The next time you have an occasion and are on the receiving end of greeting cards, take a second look at those cards.
Chances are:
- Not all the cards were made by Hallmark or American Greetings.
- At least one card came from a box.
We’ve always liked boxed cards as a gift to give older people. By that point in their lives, they’ve developed an extensive social network of all ages celebrating occasions that need to be marked. For those whose budget or mobility limit their ability to run out and pick up a card, the gift of a boxed assortment of cards is much appreciated.
But, that’s just part of the story. Let’s dig in.
The warm glow of greeting cards
People don’t send cards like they used to anymore. The adoption of faster, easier digital communication, the rising cost of postage and of the cards themselves all explain the more than 50% decline in cards sent and received in the last 15 years.
But while casual card-sending has taken a hit, Americans still make a point of sending some cards—6.5 billion cards a year, according the Greeting Card Association.
Would it surprise you to learn that millennial buyers spend the most on greeting cards—and that they’ve been outspending baby boomers since 2015?
Millennials send fewer cards overall, but the research shows that they buy the most expensive, innovative and aesthetically unique cards. Cards are viewed as a more deliberate gesture, a way of cutting through digital noise.
Greeting cards have enduring value. The selection and sending of a card is a relationship touchpoint. Studies have shown that it activates the brain’s reward centers, giving the sender that warm glow that gift givers know all about.
And the receiver? They recognize a card as an extension of special effort, the result of planning and even the expenditure of money. Receiving a physical piece of mail, addressed in a familiar handwriting, interrupts a pattern of bills and junk mail, and can boost a mood.
Most important, a greeting card is tangible.
My grandmother and I shared a September birthday. As loving and as sweet as she was at all times, she loved to engage me in a comparison of the number of cards we received. I wasn’t sure what to make of it when I was younger. When I was older, I held my breath hoping that her correspondents would keep up the habit and continue to outperform mine—that’s how much receiving a birthday card meant to her.
Cards are saved, displayed and even re-read years later.
This year I received a Freshcut pop-up vase of flowers from a dear friend, an expert in sending greetings. While she’ll send a digital Thanksgiving greeting, for example, birthdays always warrant a greeting card from her. And this mini-vase? I let out a little gasp when I opened it, I’ve shown it to the rest of the Gift Givers team, it’s sitting on my fireplace mantel. No trash bin for this charming greeting!
The Freshcut boxed set of cards, featuring a magnetic closure and wrapped with an emerald green satin ribbon, makes a stunning gift certain to delight.
And now I see they have a holiday collection—gorgeous and perfect for those who have allergic reactions to live greenery and poinsettias.
Along the same lines is this 12-pack of Lovepop everyday beautiful botanicals.
Over the years, we’ve noticed that special cards prompt recipients to go out of their way to reach out to the senders. These collections are sure to inspire that.
The economy of boxed sets
As important as everything above is, here’s the clincher: Boxed card sets can feature letter-press work, embossing, glitter, pop-up mechanisms, and superior paper stock. There’s no compromise—and they’re economical.
At a time when single premium cards can sell for $8 to $15 at a store, the same kinds of cards are available in a box that brings the per cost down to 50 cents to $1.50.
The gift of a box set is truly the gift of preparedness for the most thoughtful among your recipients, those who make a point of sending greetings. It can save them time and expense.
We see this as a viable suggestion for the elderly as well as for anyone who plans. Busy households, team leaders that don’t want to be caught short, small business owners seeking to strengthen relationships. A millennial medical student we know refuses to let her grueling schedule keep her from observing occasions. In her case, the gift of a boxed set was accompanied by a roll of stamps!
You have thousands of options when it comes to boxed card sets. Here are some of our recommendations.
All occasion assortments
There’s lots of variety in this 40-card collection by Burgoyne and your recipients will be quite taken by the handmade touches.
From Hallmark here’s a lower cost pack of 24 cards, also handmade.
Here’s one trend we’ve noticed with assorted collections: some include a handful of holidays cards. The days of mailing hundreds of holiday cards are long over, but everyone still needs a few. This spares the need to get a separate box, nice.
Blank note cards
For blank note cards, we like the range of options from The Best Card Company, including the variety packs of 10 funny (Farside-esque) cards and photographic images of hearts found in nature.
You may recognize Papyrus from their standalone carousels in stores. Here’s a 20-card set for less than $1 a piece, including envelopes with lining, gold seals. And, they come in a keepsake box with hinged lid and magnetic closure.
The box of blanks are especially handy for the unpredictable events. In our experience, preprinted sympathy cards never catch the sentiment just right, we’d rather draft a few lines ourselves.