The slow economy and electronic cards are devastating the greeting-card market this holiday season, one industry insider said yesterday.
"The increased consumer use of electronic cards over traditional paper cards sent revenues down about 20 percent last year," said Hung Pi-yin (洪比銀), general manager at Season Co Ltd (四季紙品). "With the bad climate, we don't expect any sales growth this year either."
Season, one of the biggest manufacturers and distributors of cards since entering the business in 1990, reported NT$30 million in Christmas-card sales last year.
Since most electronic cards are free, anyone linked to the Web -- especially young people -- may prefer to send greetings via the Internet rather than the post.
In addition, workers impacted by the economic downturn may be cutting back spending on traditional holiday greetings, Hung said. "Corporate greeting-card orders this year are down 20 percent compared to last year."
Bookstores, a prime spot to sell cards, usually make a killing around Christmas.
"More than 50 percent of our annual card sales come during the holiday season," said Tracy Tsui (崔靜萍), marketing manager at Kingstone Bookstore Co (金石堂書店)
Operating 113 stores around the island, the Kingstone chain has been in the Christmas-card business for more than 20 years.
In order to capitalize on the season, the market leader decided to slash prices.
"Over the last few years we haven't offered discounts on Christmas cards. However, this year we cut prices 15 percent," Tsui said.
The company's strategy is to reduce the number of cards on display and push more holiday-related products such as Christmas-tree ornaments and gift sets, Tsui said.
While others may be thinking twice about the greeting-card market, a rival from the coffee industry -- Starbucks -- has seen room for growth.
Early this month, Starbucks Taiwan began selling Christmas cards with a coffee coupon printed inside.
"Our greeting cards went over well in Japan, so we decided to introduce them in Taiwan," said Lo Yen-fei (
Starbucks printed 3,000 of the folding greeting cards -- postage not included. A part of the card can be torn off and exchanged for a free coffee.
"Receiving our cards is not only a greeting but also a gift," Lo said.
The Christmas cards are priced at NT$120 each and customers can cash them in for -- and here's the catch -- a tall caramel macchiato.
However, customers expressed dissatisfaction with the lack of choice.
"Not everyone likes caramel macchiatos ... customers should have more options," said a Starbucks customer surnamed Chiu (
"If they can attach an extra dessert coupon with it, I might buy it," said an office worker surnamed Lien (
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