In a digital world, the giving of a physical greeting card is becoming more of a novelty than an expectation. According to Mintel International Group, the greeting card industry is down 9 percent since 2005, highlighting the struggle playing out between the industry and the digital realm.
American Greetings, for one, is working to adapt to the new landscape by reformulating the medium it knows best for a decidedly cooler demographic. The company’s new Just Wink line caters to the social-media-loving hipsters aged 18 to 24 out there, hoping to snag their attention with cards that say things like, "Sorry I didn't get you a gift, but you have a lot of cheap c— anyway." American Greetings’ efforts are bolstered by an interactive website and a free mobile app that gives users a chance to engage with online versions of some of the designs.
For now, American Greetings is sticking to what it knows best and focusing on its efforts to attract the younger generation to its paper products. The company’s rival, Hallmark, agrees that there is still a future in real-life greeting cards, but also sees the potential for the digital age to influence their business. To that end, the company's website offers customers the chance to craft personalized cards, an area of its business that Hallmark says is growing fast.