Put a bit of humor!!! - Greeting cards-

Nowadays there are several ways in which Greeting Cards can be sent across the audience: Printed on paper, by email... The certain is that they are used, in the most part of the cases, to congratulate especial events such birthdays, weddings, the mother´s day

However, there are other topics to be enhanced : health, apologizes, sympathy….

The stores specialized in books, material, gifts and cards classify the different themes in different stands; but, do they do that in the same manner? Are some topics more popular and relevant?

Making an observation through 7 stores, it has been possible to identify the most common topics or categories established within this industry.

WH Smith has an enormous repertory and a big amount of topics, conceding relevance to sense of occasions and birthday celebrations. The price of the cards and the store´s atmosphere generate the idea of affordable” and good standard.

Clintons more deeply special events such confirmation, communion, weddings, engagement, baby and other classy type of cards that includes materials such sequins, and gold

If Cards anniversaries and weddings as a relevant topic, the sense of more notoriety than in the previous store. The Piano” collection in Cards Gallore encompasses the states of mood. The cards contain quotations and images boosting the motivation. In Paper- Cheese the birthday celebrations and those cards “ made in home” as part of its brand are the ones occupying the biggest area of the store. “Occasions”, “age”, “sale” and “family and relationships” have an equitable proportion of presence. Schribber doesn´t use too many labels to topics, cards are mostly mixed attending the design style or brands. The company approach almost everything under a hilarious point of view. One strategy used by Schriber is the possibility of personalize your cards online. “Humor seems to be one of the most popular topics, with high demand and using lots of rhetorical devices triggering stories.”

It can be approached from different perspectives and adopt of forms: anecdotal, dark, burlesque, hyperbolic, ironic, satirical, situational… The certain it is that making an observation in greeting Cards, the majority of them are using the figure of “the character”.

They can be objects, persons, animals or food, but they are generally an essential ingredient to awake the laugh or smile.

However, there are other topics to enhanced: apologizes, sympathy…. The stores specialized in books, material, gifts and cards classify the different themes in different stands; however do they do that in the same manner? Are some topics more popular and relevant?

Making an observation through 7 stores, it has been possible to identify the most common topics or categories established within this industry.

WH Smith has an enormous repertory and a big amount of topics, conceding relevance to sense of humor, occasions and birthday celebrations. The price of the cards and the store´s atmosphere generate the idea of affordable” and good standard.

Clintons and Art Galore give the impression of elegance and sophistication, whereas Paper-Chase and Schribber look more informal and driven towards current and ordinary topics.

“Humor seems to be one of the most popular topics, with high demand and using lots of rhetorical devices triggering stories.”