Designer Greetings talks about evolution and revolution in the card market
Greetings Cards continue to thrive in the face of widespread technology, apps and web services, as consumers still turn to cards for expressing gratitude, thanks and condolences at special moments. Designer Greetings, a 40-year-old family-owned and operated company, remains bullish on the category and sees a bright future it.
Drug Store News recently spoke with Dawn Garvey, chief financial officer, about the company’s anniversary, its future and where the greeting cards category is headed.
[Read more: In the cards: Designer Greetings celebrates 40 years in business]
Drug Store News: Designer Greetings has been around for 40 years; how has the business changed and how has it remained the same?
Dawn Garvey: From the day we opened until today the customer is the focus and is why Designer Greetings has thrived in business for over 40 years. Our long-standing relationships with our satisfied retail partners enabled us to grow and become one of the nation’s leading greeting card publishers. That has remained the same, servicing the independent and small chain drug store. How it’s changed is that the end consumer is more demanding. People want great quality with embellishments such as specialized attachments, jewel gems, sequins, foils and die cuts. A better-quality card at a great price. Designer Greetings provides both!
DSN: How will greeting cards evolve for an increasingly technological world?
DG: Industry data show that in this technological world, greeting cards remain relevant. Tactile does not replace digital. The culture of sending cards for birthdays and all occasions as well as Christmas and all seasons hasn’t changed. People are sending cards to express their feelings in a way that digital, i.e., email, social media, cannot.
DSN: You have launched something called CardSmart. Can you explain the concept?
DG: CardSmart has made a name for itself as becoming North America’s first and only national discount card and gift shop chain to provide quality products at value prices. During recent times, Designer Greetings has launched CardSmart’s Store-in-a-Store concept as a response to market demands for a new way to provide the CardSmart experience within an existing retail environment. This Store-in-a-Store model has been a proven success. CardSmart offers something CVS and Walgreens cannot: high-quality cards at 50% off. CardSmart out-values the big chains.
[Read more: Play your cards right: Greeting card category still relevant in the face of the pandemic and digital communications]
DSN: What do you see as the future of greeting cards?
DG: The customers’ demand for the humorous genre, as well as special interactive and pop-up cards, will continue to grow in various ways. Given that the world has evolved with less live interaction and touch, despite this trend, the greeting card will remain a perfect tangible keepsake to express the sender’s thoughts to the recipient.