E-Card vs. Traditional Greeting Cards

Are E-Cards Trumping Tradition?

Feb 24, 2009
Jan Peterson

Are Traditional Greeting Cards Going Bye-Bye? - Mary R Vogt

Greeting Cards are sent for holidays, birthdays, anniversaries, graduations, or simply to say "thank you". Can online E-Cards adequately say, "I Love You"?

Electronic Greeting Cards (“E-cards”) are a by-product of the explosion in electronic technology. E-mail and social networking enhance communication with friends and family and expand relationships. Surprisingly, however, growth of technology has actually increased traditional greeting card sales. Experts surmise that technology provides the connection, but traditional greeting cards strengthen the emotional relationship.

Greeting Card History

The custom of giving cards is traced back to the Chinese who wished good will for the New Year and the Egyptians who scripted on papyrus scrolls. During the1400s, greeting cards were exchanged in Europe with Valentine and New Year’s wishes.

According to the Greeting Card Association, Louis Prang a German immigrant, is credited with starting the greeting card industry in America. Mr. Prang started a small lithographic business near Boston in 1856 where he perfected the color lithographic process. In the early 1870s he began publishing and distributing Christmas cards to England and in 1875 introduced his card line to the American Public.

The humorous "Studio Card" appeared in the 1950s, becoming a staple in the business. Alternative or “non-occasion” cards made their debut in the 1980s.

Personalized Photocards and E-cards arrived late 1990s, providing new opportunity for traditional and electronic publishers alike.

Greeting Card Statistics

The Greeting Card Association states that U.S. consumers purchase approximately 7 Billion greeting cards, generating $7.5 Billion in retail sales. They provide additional annual details:

Women purchase 80% of all greeting cards
Men spend more on a single card than women
Average retail greeting cards range from $2.00 to $4.00 (specialty cards higher)
The average person receives 20 cards
90% of American households purchase greeting cards
The average household buys 30 cards

Red River Paper estimates the average cost of a printed inkjet greeting card under $1.00, with the most expensive option $1.25. This includes paper, ink and envelope. So, using these statistics, the difference between the high-end of average retail greeting cards ($4) and a computer printed inkjet printed cards ($1.25), a savings of $2.75 per card is possible, with annual savings of $19.25 Billion if all cards were inkjet cards.

Photo Cards and E-Cards

American Greetings is one of the largest greeting card publishers, their biggest competitor Hallmark Cards. American Greetings’ 2008 Annual report outlines their entry into the online photo sharing and personal publishing business through acquisition of Webshots and PhotoWorks, which they recognize as a “highly competitive and emerging market.” They state, “The introduction of digital services and products that use technologies could render existing services and products obsolete.”

There are numerous E-Card sites. Some offer one free month with annual fees, others are “free” for a portion of their cards, but require membership to expand the selection.

American Greetings – 1 month free, $15.99 annual membership
Blue Mountain – 1 month free, $29.99 annual membership
E-cards – Free, with $12.00 annual fee for expanded features
My Fun Cards – Free – (Toolbar install required)
123 Greetings – Free
Smilebox – Free (Proprietory Software download required)
E-Greetings – Free
Dayspring – Free (Christian messages)

Most sites require registration and a download of Adobe Flash or Java Shockwave for animated cards.

E-Card Phishing

The Greeting Card Industry and FBI warn of E-Card phishing scams, with legitimate-looking emails claiming to contain an e-card from a generic “friend” or “classmate”. When clicked, the link can introduce a computer virus. If a suspicious e-card is received, they advise going directly to the publisher’s website pickup area. If retrieval is incomplete, that email is likely a scam and should be deleted. A complaint can be filed with the FBI’s Internet Crime Complaint Center at www.ic3.gov.

Comments

Apr 5, 2010 8:07 AM

progressive :

I partially agree that "technology provides the connection, but traditional greeting cards strengthen the emotional relationship". However, the industry you are in and the types of clients/customers you have can dictate what medium will work better and what the impact will be.

Moreover, if you are an account manager and handle a dozen accounts that each yield millions of dollars of revenue every year, an e-card may not be the way to go. Alternatively, if you are a salesperson and have 1000's of customers where each customer only accounts for $100 a year, then an e-card may likely be the better choice.

<a href="http://www.progressivemediagroup.ca/corporate-holiday-ecards.php ">Corporate holiday e-cards</a> designed using Adobe Flash are gaining popularity among larger businesses. They tend to have more substance to them than a simple image in an e-mail (i.e. traditional or simple e-cards). The photo and e-card sites you list don't include an <a href="http://www.flickr.com/photos/corporate-holiday-ecards/"> ;samples of these corporate holiday e-cards<a/>.

Aug 26, 2011 5:49 AM

Guest :

Without a greeting card any occasion or event would lose its charm. sayitwithstylecards.com has an exclusive collection of starling, amazing and funny free ecards and greeting cards. We also prepare stunning virtual greeting cards for helping you to convey your feelings and thoughts to your beloved ones.

Sep 7, 2011 6:07 AM

Guest :

Sep 15, 2011 8:34 AM

Guest :

I think <a href="http://www.katiescards.com">e cards</a> are great - a quick and easy way to send greetings - with no hassle of going to the post office!

4 Comments