Cute ecards like paperless posts12/7/2023 ![]() ![]() Those with subscriptions also get to select the content: “We surveyed the customers and felt that people wanted to be the ones picking the cards,” she says. All Minted card designs are crowdsourced, voted on by customers-which allows for some “very fresh, young millennial writing” in the company’s offerings, she says. “We want everyone to find a card that speaks to them,” says Kelly Ricker, chief creative officer of American Greetings, “whether it’s wedding cards for two husbands or two wives or congratulations for a baby to two moms.” Mariam Naficy, founder of online card company Minted, says that she goes to great lengths to provide diverse and representational photos in her card templates, even though they will be replaced with customers’ own snaps. The card makers we spoke to are all cognizant of representation. Happy Holidays die-cut card, $5 each or $20 for eight.įor a card to resonate with this cohort, the voices must be not only genuine but also genuinely inclusive. Red Cap Cards Vintage Stamp Thank You card, $6. Boddington’s Studio Ti Amo blank card, $5. Red Cap Cards Let’s Party Disco Glam die-cut blank card, $6. They like craftsmanship they like authenticity.”įROM LEFT: American Greetings Life Is Full of Transitions card, $4 available at Target in summer 2021 ( shop similar ). ![]() “That’s a huge part of it: The cards they’re buying are actually made by a physical person who poured a lot into it. “This generation loves independent businesses, and they love local,” says Chandra Greer, founder of an eponymous Chicago card company. The more personal, the better in terms of both the card and the store selling it. In some ways, greeting cards are the anti-group-text. “Social distancing is not allowing us to really see our friends and family,” says Etsy’s Johnson, “and so sending a really beautiful, unique, handmade card is a great way to connect and to kind of up-level your sentiment and your thoughtfulness.” Shop Small (and Local, Artisanal, and Individual) Searches for cards on Etsy were up 73 percent from August to October (compared with that time last year). “This number jumps to 40 percent for millennials,” says Jim Hilt, president of Shutterfly. Instead, they’ll be wishing season’s greetings on paper nearly one in five people polled are sending holiday cards for the first time this year. A majority of Americans polled (56 percent) believe there will be fewer in-person holiday celebrations, according to research by Ipsos and Shutterfly, a company that makes cards from your personal photos. (Examples: “fourth trimester” moms, breakups and divorce, and “funny shit.”)īut the annus horribilis of 2020 segueing into 2021 is actually looking like a pretty decent time to be in greeting cards. Her buyers have “scroll fatigue.” They recognize an “authentic voice” and, she says, are drawn to cards for life events or sentiments that established brands don’t cater to but that matter to her peers. What I really wanted was a card that said, ‘This is so fucking awful,’ and instead I received ‘…on angels’ wings.’” The desire to create cards that her millennial-and-younger customers would see and immediately say, “This is so me,” led to her start-up. When her father died in 2013, she says, “I received dozens of cards that neither comforted me nor represented the person my father was or our relationship. It’s super thoughtful, different, and actually stepping outside of that digital box.”īeing real is why Victoria Venturi, also 35, started Paper Epiphanies, her letterpress company in Portland, Oregon. “Because our lives are so filled with technology, it’s really great to prioritize something that’s a personal gesture, that’s handwritten. Dayna Isom Johnson, Etsy’s resident trend expert and a judge on NBC’s Making It (who, at age 35, is herself a millennial) , started seeing “the grand-millenial trend in things like eyeglass chains and the return of brooches.” And now, greeting cards. They are our fastest growing segment.” Blame screen burnout, for one-the same thing that has millennials snapping up vintage typewriters and real-film Polaroid cameras. “People may be surprised,” says Winnie Park, the CEO of Paper Source, “but our number-one customers for paper goods are actually millennials. ![]()
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