Magazine article Drug Topics

Greeting Card Sales Spiked by Computer Cards

Magazine article Drug Topics

Greeting Card Sales Spiked by Computer Cards

Article excerpt

Sales of greeting cards grew 5.6% in 1993, reaching $5.6 billion, according to a new study by Packaged Facts, New York City. The market research firm predicts 1994 will bring growth of 4% on sales of $5.8 billion.

Computer cards--priced at more than $3.50 compared with $1.50 for standard cards--are a key factor in rising sales, according to the company. These cards are dispensed by interactive kiosks that allow consumers to edit the card's content before purchasing. This move has brought technological innovation to the greeting card industry.

Greeting card manufacturers have used technology as an inventory and marketing tool, too. Some marketers have turned retailers' cash registers into input terminals for marketing databases that can be accessed at corporate headquarters, said Edward Weiss, president of Packaged Facts. "With instant access to demographic and sales information on those databases, greeting card manufacturers have the ability to micromarket right at their fingertips. …

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