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Consumer Research


Father’s Day a winner for card manufacturers

Father’s Day a winner for card manufacturers

It seems like mum's the word when it comes to greetings cards, as last year over 42 per cent of us bought a Mother's Day card for the number one lady in our life.

But with Father's Day just around the corner, latest research from Mintel finds that dads are winning over the hearts of the nation.

More and more people in the UK are looking to show their appreciation for their dads, as last year as many as one in three consumers (32 per cent) sent a Father's Day card, rising from just over one in four (27 per cent) in 2005.

This makes Father's Day a more popular occasion for card sending than both weddings or engagements (30 per cent) and even the bastion of romance Valentine's Day (25 per cent).

What is more, Father's Day now features in the top five card sending occasions, beaten only by birthdays (90 per cent), Christmas (84 per cent) Anniversaries (43 per cent) and Mother's Day (42 per cent). 

Katy Child, Senior Consumer analyst at Mintel,Katy Child, said, "Although Father's Day is still not as widely celebrated as Mother's Day, the rise in popularity of Father's Day cards shows how this day is now considered a mainstream commercial occasion.”

“Some people may have bought into Father's Day because they felt it was unfair to show their appreciation for their mums but not their dads.”

She added, "Beyond these now well established card giving opportunities, many consumers are not prepared to buy into what they feel are manufactured occasions, such as Grandparents' Day."

Overall, although there has been a slight dip in the number of cards sold over the past year, we are still expected to send a staggering 2.87 billion cards in 2007. 

This works out at no less than 50 cards for every man, woman and child in the nation. Meanwhile, spending on greeting cards has increased and is expected to reach a massive £1.43 billion this year, increasing 8 per cent since 2002.

Over the next 5 years sales are set to rise by a further 8 per cent hitting £1.54 billion in 2012.

Child continued, "Despite the maturity of the market, sales of greetings cards have gone from strength to strength.  This is no mean feet in light of the popularity of text messages, emails and free ecards, each of which is quicker, cheaper and easier to send.

“But is seems that increasingly consumers are happy to pay a premium for cards that are handmade, special or unusual in some other way, and this is boosting value growth, driving up the average price of a card.”


Looking to the future, card companies should highlight the joys of receiving a card rather than an electronic substitute.

But one major issue which card manufacturers will need to consider is the rising interest in recycling as today three-quarters (76 per cent) of adults feel that people have a duty to recycle.

Child concluded, "Card companies will need to address the green issue and find ways to make cards, which are usually written, read and then thrown away, more environmentally friendly.

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