For several years now, the greeting card industry has been dominated by three major companies: Hallmark, American Greetings, and Gibson. While these three companies have paved the way for greeting cards and have helped bring joy to millions of people for several years, they have created somewhat of a "triopoly." In other words, they have developed a monopoly that is held by just three companies. Despite the fact that the greeting card company is a $7 billion industry, it is quite difficult for other companies to break into the business and get a piece of the action.
The Negative Impact on Consumers
The fact that the greeting card industry is dominated by three companies has had a negative impact on the consumer. This is because these three companies have basically determined the holidays and events that warrant greeting cards. In addition, they generally categorize their greeting cards in the same way -- mostly according to holidays.
This type of categorization has made it difficult for consumers to find greeting cards that allow them to have a true "voice." In addition, they have to hunt through dozens of credit cards in order to find one that is personal for them in some way. For this reason, companies such as Far Gone Press are trying to break into the industry and bring some changes to the industry. With Far Gone, greeting cards focus on hobbies and personal interests so consumers can quickly and easily find a card that suits them at a more personal level.
Making a Change
The unfortunate reality is that it is difficult for a small company such as Far Gone Press to break into the greeting card industry. Many entrepreneurs have tried and failed because consumers have been conditioned to depend on Hallmark, American Greetings, and Gibson to provide them with their greeting cards. In addition, businesses are reluctant to carry greeting cards from companies other than the "Big 3." Nonetheless, a growing number of consumers are pushing for change and are ready for a shake-up to take place within the greeting card industry.
The fact that greeting card sales have started to lag is evidence that consumers are looking for a change. Part of this change has been brought about by e-greeting cards, which allow consumers to send a greeting immediately and without the need to pay for postage. Still, e-greetings have a certain impersonal quality about them and cannot completely replace the personal connection that comes with greeting cards sent through the mail.
It is clear that the greeting card industry is ready for a change. Consumers are looking for cards that help them bond with the recipient and express their individuality. By focusing more on the individual qualities and hobbies of the card buyer and the recipient, the greeting card industry just might be able to reconnect with consumers and encourage them to start purchasing greeting cards regularly once again. Perhaps it will take a "little guy" like Far Gone to finally bring about the shake-up the industry so desperately needs.
Tired of wasting time at the card shop, looking for that perfect birthday card you can never seem to find? Far Gone Greetings makes your card search easy. They create humorous cards about people's hobbies and speciai interests in a unique language the recipient will understand and enjoy. Wouldn't you like the find that needle in a haystack -- without the haystack?
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