Suppliers of Christmas cards—traditional and nontraditional—are reporting increased sales for the 2010 holiday season.

Abbey Press saw sales up more than 35% over last year. “We have held our retail prices and number of cards in a box for several years, and I think that has been a positive,” said Sue Ann Kloeck, national sales director. “In addition, our new designs have been very successful this year.”

Abbey’s new Advent wreaths also did well, with $30 price-point versions the best-sellers. Next year the company plans to expand its Advent wreath offerings to 18, including four new designs. Advent candles also sold well this year, Kloeck said.

Abbey is also encouraging stores to place orders now for the 2011 Christmas season. “We always mail our new Christmas catalog in January so if stores want to order right after storing away the extra Christmas/Advent inventory, they can take advantage of the early-buy Christmas specials we offer while it is fresh on their minds,” she said. “All they need to do is place their order and ship it anytime in the fall they want to receive it.”

At DaySpring, an early look at sales indicates “an excellent Christmas counter season for DaySpring cards,” said Brenda Turner, director of marketing communications. “Christmas counter overall units are showing up 17% to last year and dollars up 11% to 2009.” 

Retailer and consumer feedback was positive for the company’s enhanced point of purchase (POP), special card collections and additional value SKUs. Turner said enhanced POP provided “way-finding” to help the consumer find the right caption more quickly; a switch to black and white back-cards to make the actual card stand out on the display and ease of set-up for stores. 

The special card collections also provided “some lift,” particularly in additional unit sales, Turner said. Aside from 99-cent cards, collections included “Peanuts,” now with scripture, and “WOW,” featuring unique displayable greetings with paper mechanics and other items.

African American Expressions reported another strong year in boxed cards, having sold nearly 2.5 million during the Christmas season. The company’s Nativity Ornament Card “sold like gangbusters, as well as the cute Angel Merry Christmas,” said Ron Gilmore, sales manager. “Our (A707) Assorted Cards did extremely well and was among the cards that sold out this year.”

“We find that people are still traditional in that they will send a physical Christmas card to family, friends and colleagues,” Gilmore said. “There is something special about sending a card reflecting and remembering the birth of our Lord Jesus Christ. Many express their faith by sending our cards.”

Although Universal Designs does not make traditional cards, it does offer seasonal displays of Pass-It-On cards and packaged Bible Basics bookmarks.

“Christmas is our best-selling season for these products with seasonal sales for 2010 up over 2009,” said Bobbi Baugh, president. “Customers use these inexpensive Christmas ‘cards’ as insertions in their mailed Christmas cards or as gift tags, or as giveaways or favors for Christmas get-togethers such as Sunday School celebrations.”

Another seasonal item, Christmas candy, fared well at Scripture Candy. “We sold out of almost every item we had in stock,” said CEO Brian Adkins.

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