Survey finds 63% of U.S. respondents intend to send holiday cards in 2011 despite social media, 66% of those planning to send cards will send the same amount as they did in previous year
VENLO, Netherlands, and SAN FRANCISCO
November 7, 2011
– Vistaprint N.V. (NASDAQ: VPRT - News), a leading online provider of professional marketing products and services to micro businesses and the home, and Zoomerang Online Surveys and Polls, a pioneer in the online survey space, today announced the results of a joint U.S. survey examining holiday card trends and traditions for the upcoming season.
There is a perpetual fear that traditional communications, like physical cards and letters, are becoming obsolete as the adoption of social media continues to be one of the fastest growing trends in American history. Despite the rapid adoption rate of social media, holiday cards are still a popular choice for personal communication, with 63 percent of those surveyed indicating they intend to send holiday cards in 2011. Of those respondents planning to send cards, 66 percent will send the same amount of holiday cards as they did last year, despite using social networks to reconnect with family.
"It's obvious that social media is a popular way to connect with family and friends, but the tried and true methods of showing that you care -- like holiday cards -- are still alive and well in the United States," said Bridget O'Brien, vice president of creative and marketing communications at Vistaprint. "In fact, 36 percent of respondents plan on sending between 11-25 cards this year, while 27 percent plan on sending between 26-50 cards. We also found a large number of people start buying their cards early, with 43 percent of shoppers purchasing in November. Interestingly, another 25 percent buy them during post-holiday sales, so it seems clear that a large number are bargain shoppers that go hunting after the holidays to buy products for the following season."
Conducted over a four-day period from October 21-24, the survey garnered 1,000 responses from a nationally representative random sampling of males and females across the United States.
While holiday cards continue to be a popular medium, the number of cards people are sending, as well as the purchasing options and projected dollars spent, gleaned interesting results. For example, of the 1,000 respondents:
33 percent receive 10 or fewer holiday cards each year
35 percent receive between 11-25 holiday cards each year
50 percent plan to spend less than $25 on their cards in 2011
60 percent choose "Merry Christmas" as their greeting message
74 percent do not plan on sending electronic holiday cards this year
78 percent buy holiday cards in store, 7 percent exclusively online and 15 percent use a combination of the two
"As the holiday card market continues to expand, it's clear that people are taking advantage of more and more options, but sending a physical card is still the most popular option based on these results," said Alex Terry, general manager at Zoomerang Online Surveys and Polls. "The electronic holiday card, otherwise known as an e-card, doesn't have the same adoption rates that physical holiday cards do. It's also interesting to see that while the majority of cards are still purchased in a brick-and-mortar store, a good number of people buy online as well."
Despite the turn in the economy, most consumers are not making any material changes to their holiday traditions, though they don't plan to increase their holiday gift spending when compared to the previous holiday season, with 91 percent stating that they plan to spend as much or less than they did in 2010. In addition, 85 percent don't plan to change any holiday traditions because of the recession.
While this survey offers insight about the sentiments of holiday greeting card shoppers, it does not indicate or represent changes in Vistaprint's business results for any period.
Vistaprint N.V. (NASDAQ: VPRT - News) empowers more than 11 million micro businesses and consumers annually with affordable, professional options to make an impression. With a unique business model supported by proprietary technologies, high-volume production facilities, and direct marketing expertise, Vistaprint offers a wide variety of products and services that micro businesses can use to expand their business. A global company, Vistaprint employs over 3,100 people, operates 25 localized websites globally and ships to more than 130 countries around the world. Vistaprint's broad range of products and services are easy to access online, 24 hours a day at www.vistaprint.com.
Zoomerang is a fast, easy-to-use and powerful tool to make and send your own online surveys and polls. Millions of people and thousands of businesses, non-profits and educational institutions trust Zoomerang online surveys and polls to gather feedback allowing them to make better decisions with minimal cost and effort. Zoomerang provides customizable survey templates for the most common questions including customer satisfaction, meeting feedback, product feedback, event planning, online voting and hundreds more. Zoomerang customers can take advantage of Zoomerang Sample, a panel of more than 2.5 million consumers ready to take surveys. Zoomerang is a product of MarketTools Inc. For more information, visit www.zoomerang.com.
About MarketTools, Inc.
MarketTools is the leading provider of software and services for market research and enterprise feedback management (EFM). The company is focused on providing leading organizations the actionable customer insights they need to make better business decisions that lead to high-value business impact. As the first company to make online surveys widely available on the Web, MarketTools continues its market leading position by providing the broadest range of powerful, accurate and integrated customer insight technologies that empower companies to become the most customer-centric organizations in their industries. MarketTools' premier portfolio of technology-based insight brands includes CustomerSat™, TrueSample®, Zoomerang®, ZoomPanel® and ZoomPanel Tech™. MarketTools is a privately held company with corporate headquarters in San Francisco and European headquarters in London. For more information, please visit: http://www.markettools.com.
Vistaprint, the Vistaprint logo and Make an Impression are trademarks of Vistaprint N.V. or its subsidiaries. All other brand and product names appearing on this announcement may be trademarks or registered trademarks of their respective holders.