post card

The post card segment is following the money in social expressions-which is to say it's following the direction of cultural trends. The result is the introduction of new card lines and other social-expression products targeted to women, as well as post cards reflecting today's vivid colors, graphics and witty media images. Women buy 90 percent of post cards. according to the post card Association, so it's no surprise that two of the new social expressions lines are heading straight for the heart of the category-what women want for their personal social expressions. One of these options is American Greetings' new Designer's Collection of social stationery. This line gives the shopper an array of designs, formats and images for self expression, or to give as a gift. One of Hallmark's new line of cards, Celebration of Women, is targeted to the woman-to-woman relationships that are largely driving the growth of the alternative or nontraditional card segment. Changing consumer tastes and a gradual shift away from traditional cards (which are still purchased by many older consumers) are behind innovation in post cards from all major manufacturers.