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E-cards are back thanks to the pandemic

Almost a generation later Electronic postcards have been introducedDemand for digital greeting cards increased last year as people were isolated from social circles by the pandemic.

With fewer face-to-face interactions and store closures, people seeking to connect with family, friends and colleagues have adopted e-cards, a gimmick that was in its heyday in the early Internet era but mostly declined. Did.

Alexandra Suazo, a digital marketing expert in Madison, Wisconsin, personally used an ecard last March when he felt that working from home and many other aspects of life were impersonal. He said he started adding touches.

“It was one of the easiest ways to keep the team morale,” she said. “Sometimes I send it only once, especially if it’s cute and someone’s day.”

American Greetings, one of the world’s giants in greeting cards, did not disclose accurate sales. However, Rob Matousek, executive director of the company’s digital business, has seen record growth since the start of coronavirus regulation, and last year’s pre-Easter demand was what publishers usually expect for Christmas holidays. He said he was approaching.

Kelly Ricker, chief creative officer of American Greetings, who owns the Blue Mountain e-card website, said: “It was a good way to let them know what you were thinking about them.”

According to industry research firm IBIS World, the greeting card industry’s revenue from selling paper products in the United States fell 13% last year as many stores closed over the long term in 2020.

IBISWorld said in a report that online ordering of electronic and paper cards was a different story.

Revenue increased by 23.9% from 2019 to 2020, almost double the revenue growth rate of the previous year. Some companies operating in the $ 1.3 billion online card market have even reported triple-digit growth, according to research firms.

The surge in desire to connect with others by sending cards makes sense for Simion Yates. Professor of Digital Culture, University of Liverpool Of England. “It reflects the fact that we want to show that people care, even if it’s digital, with the extra effort of creating an artifact written to send,” Yates said. Said the professor.

As 2021 progresses and physical stores reopen, the era of e-card’s amazing renaissance could be counted.

A spokeswoman for American Greetings said recent holidays like Mother’s Day were strong on both paper and electronic cards, but IBISWorld industry research analyst Jack Daily said he was interested in electronic cards. He said he expected the resurrection to be temporary.

“The growth boom will gradually diminish,” Daly said. Research firms predict that revenue growth in the online card market will plummet from its peak in 2020 to around 1.6% in 2021.

Trust in the e-card market was also hit when the greeting card giant Hallmark ended its 24-year operation. April ecard market.. A spokeswoman said the company discontinued its online service not because of diminished interest, but as part of an ongoing business transformation.

Paper always occupies a special place for some consumers who use both formats. “Receiving cards by mail still has cultural importance,” said Daily.

Jessica Filsen, who runs a marketing agency in Monterey, California, has been sending electronic and printed cards to her family for years. She proudly displays on her desk the intricately cut paper anniversary card that her husband gave her two years ago, and for all the convenience of electronic cards, she is still in print format. He admitted that he values ​​art more.

While some may think that electronic cards are an explosion from the past, industry experts predict that it is paper cards that the younger generation crave for nostalgia.

When Ricker of American Greetings called it “the year to send cards,” in his twenties and thirties when his friends got engaged and started having children, she said, “Paper cards are really special to them. It stands out as. ” That’s because it’s a bit new to the generation that spends a lot of time on mobile phones. “It’s a kind of retro feeling.”

E-cards are back thanks to the pandemic

Source link E-cards are back thanks to the pandemic

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