In the form of a pair of November 24 posted articles by reporters Rosanna Xia and Jessica Guynn, the LA Times essentially sent the greeting card industry the equivalent of a prank item. Watch out for the carving knife and don’t trip over the bone-chewing dog on your way out, the paper might as well have written.
Turkey doomsday Exhibit A was titled “Internet to Greeting Cards: Sorry for Your Sales Loss”, while Exhibit B came with the equally concerning headline, “New Smartphone Apps Let Users Create and Send Greeting Cards.” However, despite a steep decline in annual U.S. Christmas season greeting cards, there are still a few glimmers of hope. Per Xia’s piece:
“The biggest change we’ve noticed is that more people are now willing to buy a $3 to $5 paper product online,” said Susan January, president of the Greeting Card Assn. “For a long time, greeting cards were considered a personal tangible experience–people felt like it was a product you had to hold and choose in person. You actually had to feel the card.”