Suppliers are giving special attention to merchandise that ties in with greeting cards.
Partyware, card inserts, buttons and window decorations and other related items have strong margins in the range of 30% to 50%, said Don French, director of marketing at Gibson Greetings, Cincinnati. Mindi Ellis, Ambassador Cards spokeswoman, said consumers often look for multiple packages of plates, along with coordinating napkins, cups and/or table covers. For this year's Super Bowl Sunday, Jan. 28, Ambassador is offering Super Bowl plates, napkins, cups and other related merchandise. Ambassador is not alone in its efforts to expand social event assortments. Gibson is supplementing its Valentine's Day promotions with plates, cups, napkins and other related merchandise.
To capture incremental sales, American Greetings is working to offer more products that tie in with a greeting card purchase, said Sara Eames, marketing and public relations coordinator for the Cleveland-based company. American Greetings soon will ship metallic confetti in half-ounce packages. Another new line from American Greetings is Treasured Expressions, pocket cards that feature messages of love, appreciation or inspiration. American Greetings also offers merchandise geared to retailers from specific regions, such as its Mardi Gras partyware for New Orleans retailers.