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Who Buys Source

A 2010 survey by Unity Marketing found that more than 80% of young adults ages 25-34 bought greeting cards in the previous year, spending an average of $85 on their card purchases.

Unity Marketing, 2010

Candles are used in seven out of 10 U.S. households.

National Candle Association, 2010

Based on research by Unity Marketing, gift wrap and party goods buyers are more likely to be women ages 35-44, with incomes of $50,000 and above.

Unity Marketing, 2010

According to a study by Unity Marketing, the primary consumers of paper crafting products are women in the 18-44-year-old age range, with incomes in the $75,000-$99,999 bracket.

Unity Marketing, 2010

Purchasers of social stationery are generally women ages 35-44, with higher levels of income, according to research by Unity Marketing.

Unity Marketing, 2010

More than 80% of all greeting cards are purchased by women. Women spend more time choosing a card than men, and are more likely to buy several cards at once and pay attention to the price. Men generally focus on buying one card for a specific occasion, and are unlikely to consider cost a key purchasing factor.

Greeting Card Association, 2010

More than 90% of U.S. households buy greeting cards, with the average household purchasing 30 individual cards per year.

Greeting Card Association, 2010

Manufacturers' surveys show that more than 90% of all candles are bought by women.

National Candle Association, 2010

Profiling adults 18+ who actively collect figurines as a hobby:
 

GfK MRI, 2010

Of those adults 18+ who regularly purchase figurines as a hobby, 71.8% are women and 28.2% are men.

GfK MRI, 2010

Adults 18+ who actively collect figurines as a hobby, by age group: 18-24, 8.6%; 25-34, 14.7%; 35-44, 14.8%; 45-54, 20.7%; 55-64, 18.8%; 65+, 22.4%.

GfK MRI, 2010

Adults 18+ who regularly purchase figurines as a hobby, by income bracket: $100,000+, 20.8%; $75-99,999, 10.7%; $60-74,999, 12.8%; $50-59,999, 10.0%; $40-49,999, 11.5%; $30-39,999, 11.4%; $20-29,999, 8.8%; under $20,000, 14.0%.

GfK MRI, 2010

Adults 18+ who actively collect figurines as a hobby, by race: White, 85.7%; Black, 6.4%; Other, 7.9%; Hispanic origin, 8.5%.

GfK MRI, 2010

Adults 18+ who regularly purchase figurines as a hobby, by region: Northeast, 18.0%; Midwest, 24.4%; South, 37.9%; West, 19.8%.

GfK MRI, 2010

Adults 18+ who actively collect figurines as a hobby, by marital status: Single, 19.6%; married, 56.6%; separated/widowed/divorced, 23.8%.

GfK MRI, 2010

When They Buy Source

Sales of gift, novelty and souvenir shops, by monthly percentage (3-year average, 2007-2009): January, 6.2%; February, 7.0%; March, 7.1%; April, 7.1%; May, 9.0%; June, 8.1%; July, 8.2%; August, 8.0%; September, 7.5%; October, 9.6%; November, 8.7%; December, 13.5%.

U.S. Department of Commerce, 2010

Of the total number of greeting cards bought annually, approximately half are seasonal and the remaining are for everyday card-sending situations.

Greeting Card Association, 2010

The most popular card-sending holiday is Christmas (which accounts for 60% of all individual seasonal cards sold), followed by Valentine's Day, Mother's Day, Father's Day and Graduation cards.

Greeting Card Association, 2010

The most popular everyday card-sending situation is birthdays, which account for more than half of everyday cards sold. Following birthdays as the most popular occasions for sending everyday cards are wedding/anniversary cards, get well/sympathy cards, and friendship/encouragement cards.

Greeting Card Association, 2010

Sales of candles in the U.S. are divided into two seasons: Seasonal business (Christmas holidays), which accounts for approximately 35% of sales; and non-seasonal business, which represents the other 65%.

National Candle Association, 2010

Based on a 2009 survey of gift retailers, conducted by Gifts & Decorative Accessories magazine, share of sales according to days of the week: Sunday, 6%; Monday, 12%; Tuesday, 13%; Wednesday, 12%; Thursday, 15%; Friday, 19%; Saturday, 23%.

Gifts & Decorative Accessories, 2009

Why They Buy Source

Most important occasions for purchasing candles (multiple answers): Holidays, 76%; as a house-warming gift, 74%; as a hostess/dinner party gift, 66%; as a thank-you gift, 61%; as adult birthday gifts, 58%.
 

National Candle Association, 2010

Candle industry research show that the most important factors affecting candle sales are scent, color, cost and shape.

National Candle Association, 2010

Approximately one in five women say they use candles to decorate their yard, patio, or other exterior areas, in addition to the interior of their homes. More than half of women indicate they use candles throughout the year to help decorate their residences.

National Candle Association, 2010

How They Buy Source

Candles range in retail price from around 50 cents for a small votive to $30 for a large pillar or jar candle. Highly unusual or embellished artisan candles can cost $200 or more.

National Candle Association, 2010

Greeting cards range in price from 50 cents to $10 per card, although counter cards typically cost between $2 and $4 each. Cards featuring special techniques, intricate designs and new technologies are at the top of the price range.

Greeting Card Association, 2010

Based on a 2009 survey of gift retailers, conducted by Gifts & Decorative Accessories magazine, median best-selling price points for the following product categories: Candles/accessories, $15; greeting cards, $3; holiday products, $19; jewelry, $35; photo frames, $20; personal care/aromatherapy, $15; collectibles, $41; gift books, $15; wall art, $45; tabletop products, $40; toys/games/puzzles, $12; social/business stationery, $12; fashion accents, $35; ceramics/pottery, $22; baby/infant products, $20; home textiles, $22; gourmet foods, $6; handcrafted products, $41; glassware/crystal, $26; plush products, $15; CDs/music, $16; permanent florals, $20; giftwrap, $4; housewares, $15; desk/home office accessories, $18; licensed products, $26; party products, $7; writing instruments, $12; accent rugs, $29; gift baskets, $40; pet products, $6; gourmet tools/cookware, $4.

Gifts & Decorative Accessories, 2009

What They Buy Source

Types of candles sold in the U.S. are generally categorized into 11 basic types: Tapers, votives, pillars, container (or jar) candles, tealights, liturgical candles, outdoor candles, floating candles, novelty candles, utility candles and birthday candles. Votives, container candles and pillars are the most popular types of candles with American consumers.

National Candle Association, 2010

It is estimated that more than 10,000 different candle scents are available to U.S. consumers.

National Candle Association, 2010

Based on a 2009 survey of gift retailers, conducted by Gifts & Decorative Accessories magazine, the following four product categories typically generate almost one-third of sales: Greeting cards (9% of total); holiday products (9% of total); jewelry (8% of total); and candles/accessories (6% of total).

Gifts & Decorative Accessories, 2009

According to a 2009 survey of gift retailers, conducted by Gifts & Decorative Accessories magazine, percentage of the respondents carrying the following products: Candles/accessories, 83%; greeting cards, 77%; holiday products, 74%; jewelry, 68%; photo frames, 64%; wall art, 59%; personal care/aromatherapy, 55%; ceramics/pottery, 55%; tabletop products, 52%; baby/infant products, 48%; collectibles, 47%; gift books, 47%; glassware/crystal, 47%; plush products, 44%; gourmet foods, 40%; handcrafted products, 39%; fashion accents, 39%; toys/games/puzzles, 39%; CDs/music, 38%; home textiles, 38%; permanent florals, 37%; social/business stationery, 33%; giftwrap, 31%; housewares, 28%; desk/home office accessories, 27%; licensed products, 25%; party products, 23%; writing instruments, 23%; accent rugs, 22%; gift baskets, 21%; pet products, 16%; gourmet tools/cookware, 13%.

Gifts & Decorative Accessories, 2009

Where They Buy Source

Hallmark Cards is the No. 1 producer of greeting cards, with 2009 sales of $4.00 billion, down 7.0% from the previous year. In addition to its own Hallmark brand, the company's cards are sold under other names such as Ambassador and Shoebox. Hallmark products can be found in more than 41,000 retail stores in the U.S. (about 3,300 of these stores bear the Hallmark name).

Hoover's, 2010

The No. 2 maker of greeting cards is American Greetings Corporation, with 2009 sales of $1.64 billion, 3.3% less than the prior year. The company's products include the American Greetings, Carlton Cards and Gibson Greetings card lines, along with merchandise such as DesignWare party goods, PlusMark giftwrap and DateWorks calendars.
 

Hoover's, 2010

Blyth, Inc. is the largest candle maker in the U.S. The company sells scented and unscented candles under brand names such as Colonial Candle, PartyLite, Ambria Table Lighting and Seasons of Cannon Falls. Blyth, with 2009 revenues of $958.1 million (down 8.8% from the previous year), also has a variety of catalog and online businesses that market other household goods and gifts.

Hoover's, 2010

The Greeting Card Association estimates that there are approximately 3,000 greeting card publishers in the U.S., ranging from major corporations to mom & pop enterprises. Approximately 100,000 retail outlets around the country sell greeting cards.

Greeting Card Association, 2010

There are more than 400 known commercial, religious and institutional manufacturers of candles in the U.S., as well as many small craft producers for local, non-commercial use. Typically, a major candle manufacturer will offer 1,000 to 2,000 varieties of candles in its product line.

National Candle Association, 2010

Business Trends Source

Research by Gifts & Decorative Accessories magazine estimates there are some 50,000 gift and decorative accessories retail stores in the U.S.

Gifts & Decorative Accessories, 2010

U.S. retail sales of candles are estimated at approximately $2 billion annually, excluding sales of candle accessories.

National Candle Association, 2010

A study by Unity Marketing calculated the market for greeting cards, stationery, gift wrapping and party goods at approximately $41 billion in 2009.

Unity Marketing, 2010

Americans purchase an estimated 7 billion greeting cards each year (excluding E-cards), generating sales of approximately $7.5 billion.

Greeting Card Association, 2010

According to a 2009 survey of gift retailers, conducted by Gifts & Decorative Accessories magazine, percentage of the respondents who use the following types of advertising: Newspaper ads, 59%; direct mail, 47%; special events, 43%; Yellow Pages, 31%; magazine ads, 26%; Internet ads, 18%; Radio ads, 16%; TV ads, 13%; electronic newsletter/email, 7%; billboards, 4%; local publications/tour books/brochures, etc., 3%.

Gifts & Decorative Accessories, 2009

Misc Source

The average person receives more than 20 cards per year, about one-third of which are birthday cards.

Greeting Card Association, 2010

Candle users say they most frequently burn candles in the living room (42%), followed by the kitchen (18%) and bedroom (13%).

National Candle Association, 2010