Thoughtfulness, Fortnite And Pets Come Up Trumps For Moonpig Card Buyers

‘Unleash the caring instinct + cultivate the caring habit’ forms part of the new marketing thrust from Moonpig revealed at the recent GCA AGM & Conference.

Above: Geoff Sanderson in full flow at the AGM.
Above: Geoff Sanderson in full flow at the AGM.

“We’re here as we love cards. They are one of the few product categories that actually help to build relationships,” said Geoff Sanderson, Moonpig’s design director who together with head of licensing Sarah-Jane (SJ) Porter (who is also a GCA Council member) shared some invaluable insights into the changing needs and tastes of today’s card buyer.

While the means of ordering Moonpig cards is digital (increasingly from mobile devices), Geoff and SJ explained that the data collected from the search words Moonpig purchasers use reflect societal trends and popular cultural drivers.

Above: Moonpig’s portfolio of designs come from its own inhouse team, freelancers and publishers.
Above: Moonpig’s portfolio of designs come from its own inhouse team, freelancers and publishers.
Above: Sarah-Jane Porter explained that mindfulness is one of the big drivers of card purchasing at the moment.
Above: Sarah-Jane Porter explained that mindfulness is one of the big drivers of card purchasing at the moment.

“Mindfulness was up over 150% and Thinking of You up 96% in consumer searches,” revealed SJ highlighting the current strong wellness trend.

Cards that celebrate diversity and inclusivity diversity and inclusivity has been another key driver of late, with Moonpig tracking a 96% increase in searches for those looking for cards for same sex designs, over a 300% increase in Pride and 90% in ‘coming out’.

 

The top searches in 2018 on Moonpig’s site have been:

  • Fortnite
  • Love Island
  • Stranger Things
  • Kim Kardashian
  • Beyonce
  • Trump
  • Last Valentine’s as a Miss
  • Thinking of You at Mother’s Day
  • Like a Dad
  • Like a Mum
  • Elvis Presley
  • Sloth
  • Rude
  • Charity Christmas cards

 

Endorsing its ongoing commitment to the sector, Geoff concluded saying: “We want to support our industry; its creative, its brands, its publishers and the Greeting Card Association – and are always looking for ways of to do this and engage with like-minded partners.”

Above: 59% of Moonpig searches in the last year have been made on a mobile phone.
Above: 59% of Moonpig searches in the last year have been made on a mobile phone.

* James Mace, sales and marketing manager of The Art File was one of the many who found the talk from Geoff and Sarah-Jane as incredibly interesting.

 

Top: Some of the Moonpig team, including Geoff Sanderson (far right) and Sarah-Porter (5th from the right).

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