How and why we choose a particular birthday card depends on a large number of different variables and it is mostly for this reason that greetings card suppliers have to offer the level of choice that we as consumers are familiar with encountering when we visit a card retailer / supplier.birthday cards Taking the simple birthday card as an example it’s possible to see the types of buying decisions and the degree and level of choice and variety that modern card buying consumers encounter.
Cards for birthdays can be gender specific e.g. from a male or female to a male or female friend or relation. This has a strong effect on the appearance, message, theme and tone of the card, and greetings card customers have to therefore make the choice if this is the appropriate route to go down, or whether to choose something more open, or based on humour or theme rather than gender.
Formal or Less Formal Relationships
Card buyers may also pick cards which are specifically designs and labelled based on the relationship to them (and gender) of the recipient. These cards could also either use a formal or less formal name for that relationship, and there is a huge variety of these e.g. father, mother, mum, dad, brother, sister, grandfather, granddad, grandmother, nan, cousin, in-laws, niece, godfather, godmother, boyfriend, girlfriend, wife, husband, friend etc.
Cards based on age prove to be most popular for children / young people from their first to their 18th birthdays, and to mark the many ‘special’ birthdays which follow e.g. 21st, 30th, 40th, 50th, 60th, 70th, 80th, 85th, and 90th, 95th and even 100.
Themed cards are popular choices for birthdays and could for example incorporate sport e.g. football or popular characters e.g. Hello Kitty, Pepa Pig, Thomas the Tank Engine. Many cards with these themes however are more likely to be linked with certain younger age groups.