As you receive holiday cards in the mailbox this season, check carefully: you might notice an interesting post-election trend. Minted, your source for stationery, art and home decor designed by independent artists, is also a cutting-edge analytics company with extraordinarily rich data regarding design trends, cultural trends, and anonymized consumer behavior.
In fact, as reported by Ellen Byron at the Wall Street Journal today, Minted Labs — the company’s research and analytics arm — unearthed interesting shifts in the holiday card greetings that consumers are choosing this year before and after the U.S. presidential election.
Use of the word “cheer” is down -14% compared to 2015 orders, and ”peace” and “hope” are up +14% and +9%, respectively, compared to 2015.
It’s fascinating to see the geographical differences when it comes to holiday card preferences this season. In Hawaii, “Mele Kalikimaka” and “Sand and Snow” are messages on photo cards in our top five sellers. In California, customers prefer “Happy Holidays,” while in Alabama, “Wonders of His Love” and “O Come Let Us Adore Him” are two religious greetings among the top five bestsellers. But what’s really interesting is the trend we’re seeing around non-photo cards. In Washington, D.C., one of our best-selling designs this year is “Floral Peace” by Baumbirdy, a non-photo card which depicts a peace sign created out of holiday greenery. This is the first time in our company’s history that a non-photo holiday card has been a top-seller. Typically, designs featuring photos on the front of the card dominate our holiday card sales. This is another example of how some customers are taking a more contemplative approach with their holiday card this year.
Minted Labs investigated the greeting trend when customers contacted the company after the election to ask if they could change the message on their recent holiday card orders to be more sensitive to the feelings of friends and family. In response, we took care of these customers and also created this special product page
featuring holiday cards with “peace” messages. Customers may also customize their cards by choosing the perfect greeting to express themselves.
To learn more, please read Ellen Byron’s full Wall Street Journal story here.
MORE AFTER THE