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Hallmark and the Battle of the e-card

Annual e-card volume industry-wide is, by Hallmark’s estimates, around 300 million – a fraction of the 6 billion paper cards exchanged each year.
Through ongoing research, consumers tell Hallmark that, while technology helps them manage their lives, it doesn’t help them manage their relationships. People report using email primarily for business-type communication (making plans, sending a quick update, keeping in touch), rather than for more personal communication. When it comes to letting others know how much they care, people still want to share a tangible expression of emotion, and that’s when they turn to greeting cards. Email and e-cards just can’t replace the greeting card, which people can display, read over and over again, and save for years to come.

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