Card retailers such as Clintons have seen a decline in sales so dramatic that it has seen over 150 stores close this month due to the down turn in sales. It is to understand why this has happened considering the economic downturn. The giving of a card, or a card which could be considered expensive and un-necessary purchase when money is tight.
The greeting card market has also fallen under criticism due to the environmental impact the industry has with the destruction of trees and contribution to waste as many cards are simply put in the rubbish once the occasion has passed. Greeting cards are also not cheap, especially when compared to free methods of sending a greeting via text, email, ecard or phone.
Card retailer Clintons has recently close 150 stores, the recession is proving difficult for many retailers but in a world which is moving more digital and a growing concern for the environment with climate change taking effect, cards can be seen as an environmentally damaging waste of money.
Social Networks such as Facebook offer the purchase of online balloons, and gifts to send to another facebook friend's account as a greeting. At a fraction of the cost compared to a greeting card, this gesture and electronic messaging is quick, cheap and meaningful to a generation which are not accustomed to sending cards.
Teachers were lucky to receive a swift 'good bye', never mind purchasing a good bye or best teacher card. The card industry seems to have gotten a little out of hand, and a bit too big for its boots and arguably ignorant to the changes in consumer shopping habits. Hallmark for example were enabling customers to send cards via email over 7 years ago. Clintons on the other hand seemed much slower to become part of the online market.
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