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Scolari’s Maximizes Greeting Card Category

SPARKS, Nev. — Supermarkets need to rethink their merchandising and offering of greeting cards in order to compete against e-cards and other digital social expressions products, said Nick Barainca, director of nonfoods, Scolari’s Food & Drug Co. here.

Last year retail sales of greeting cards grew a modest 1.5%, according to researcher Mintel.

“Retailers are starting to look at making sure they’re not just filling up a bunch of pockets of dead inventory,” Barainca told SN.

For special events like upcoming Valentine’s Day, Barainca plans to cross-promote cards with the floral department, offering 30%-40% off greeting cards with the purchase of a dozen or more roses. Last Easter, he put card outposts next to eggs to cross promote the Holiday and tie into related categories.

Barainca said it is important to develop a marketing plan for greeting cards and make sure the inventory moves and does not remain static.

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TAGS: Marketing