Progressive Grocer - August 2017 - 94

Nonfoods

We've always
believed the
one-size-fits-all
approach does
not work in the
greeting card
industry, and we
always provide a
custom solution
to each store."
-Stacey Howe,
Hallmark Cards

Greeting Cards

Everyday cards, including bar and bat mitzvah
cards, account for half of Jewish-themed cards, while
Jewish New Year cards generate 30 percent of sales,
and Hanukkah cards account for the balance of sales.
Designer Greetings also makes cards targeted to
African-American consumers, as well as a full line
of cards in French, German and Italian. "While
these lines don't represent huge turns, retailers offering these cards in areas with a significant pocket
of ethnic consumers are signaling to their customers
that they appreciate their business and are catering
to their needs," explains Gimbelman. "It's like having an ethnic food section."

Authenticity in Action
Howe says that Hallmark's diverse portfolio allows it
to tailor offerings to each individual store. "We gain
valuable consumer insights from an increasingly rich
array of consumers, and use these insights to figure
out where our products, including our diversityinspired products, need to go," she observes. "We've
always believed the one-size-fits-all approach does
not work in the greeting card industry, and we always
provide a custom solution to each store. An optimal
card section is one that looks and feels authentic to
the customer shopping in that store, from a product
selection, merchandising and visual perspective."

For its part, Designer Greetings works with retailers to merchandises specific lines within the main
card section in 2-foot subsections with callout signage.
Gimbelman notes that some stores in California
expand the subsection to 8 to 12 feet. Perry Hallett,
buyer at Seabrook, Texas-based Arlan's Markets, says
that two of the chain's 21 stores include Spanish-language cards merchandised in-line in the card section.
Cards can also be outposted on spinner racks or
on rolling stands for specific seasons. "We typically merchandise cards for Jewish New Year, for
example, in a set with other fall holiday cards, such
as Halloween and Thanksgiving," says Gimbelman.
Retailers and manufacturers are experimenting
with new ways to promote and merchandise the card
category in general. Keasbey, N.J.-based ShopRite's
card rewards program offers consumers $2 off their
shopping order for every $10 spent on Hallmark cards.
Hallmark is also seeing positive results from a
checkstand outposting program that it's currently
testing with several supermarket partners. One
grocery chain, which placed a Hallmark display
at multiple checkstands with a specifically curated
assortment of Hallmark Flagship cards, premium
Signature cards and Shoebox humor line selections,
as well as key seasonal cards, reported increased unit
sales as well as a higher average price per card. PG

Gift Bags Keep on Giving
Gift bags are the star players in the wrap section, and
retailers continue to find new avenues to promote these
products. "Stores are seeing a larger portion of sales coming from gift bags, and a larger amount of space is being
dedicated to this format in retailers' overall gift wrap offering," says Stacey Howe, VP and general manager of national
accounts at Kansas City, Mo.-based Hallmark Cards.
According to Howe, Hallmark recently introduced an
innovative card pocket on many of its new gift bags to
ensure that the greeting card is placed front and center on
the gift. Hallmark's recent Summer Lei collection features
unique materials such as leis on the gift bags and on-trend
prints like pineapples and flamingos.
Perry Hallett, buyer at Seabrook, Texas-based Arlan's Markets, notes that sales of gift bags have long outpaced sales of
gift wrap. "Kids' birthday bags are our best-sellers," he says.
Outposting gift bags can create significant sales lifts.
Balducci's, in Bethesda, Md., outposts wine gift bags from
Caspari and Papyrus near the wine department, along with
cocktail napkins. The store also outposts those products,
along with gift candles and soaps, near fresh flowers. "We'll
do end cap side displays with gift bags in the wine department or in other sections of the store," says one store manager. "For any major holiday, we see an uptick in sales."
The Kings Food Markets location in Ridgewood, N.J.,

94

BAG it
Kings Super Markets is among the retailers that spotlight
various gift bag brands in more than one location.

positions Caspari and Papyrus gift bags on a spinner
rack, as well as in a gondola designated an "Entertaining" section. The set, adjacent to the liquor department,
includes paper tableware and an in-line gift bag section.
One wine end cap at the store recently featured a shelf
display of origami wine gift bags from Built.
Other occasion gift bags are outposted as well. Safeway's
San Mateo, Calif., location features gift bags from Gift Card
Impressions on an end cap, as well as gift bags from Papyrus on a spinner rack.

| Progressive Grocer | Ahead of What's Next | August 2017



Table of Contents for the Digital Edition of Progressive Grocer - August 2017

Contents
Progressive Grocer - August 2017 - Intro
Progressive Grocer - August 2017 - CT1
Progressive Grocer - August 2017 - CT2
Progressive Grocer - August 2017 - Cover1
Progressive Grocer - August 2017 - Cover2
Progressive Grocer - August 2017 - 3
Progressive Grocer - August 2017 - 4
Progressive Grocer - August 2017 - Contents
Progressive Grocer - August 2017 - 6
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