Greeting cards: Are you buying one this year?

Published: February 14, 2012

" People are sick of the hype created about the day and that is why sales have declined. It is as if people find it outdated now," Card Company owner, Zahid Masood. PHOTO: ABID NAWAZ/EXPRESS

Companies say comopetition for Valentine’s Day sales has increased . PHOTO: ABID NAWAZ/EXPRESS " People are sick
of the hype created
about the day and
that is why sales have
declined. It is as if
people find it
outdated now,"
Card Company owner,

Competition for Valentine’s Day gifts and cards sales has intensified in recent years, as more and more stores are selling them, prompting innovations this year.

The Card Company is offering a bigger variety of Valentine’s Day cards this year. Fahim Fayyaz, the company’s DHA manager, said, “Every year, about 10 to 12 new designs were prepared for the day. But this year, we have over 200 new designs to choose from.” One of the new design includes a card with a hologram.

He said sales this year had been slow. However, he said, he was confident they would go up as the day approached, and would be very high on the day.

He said the 200 new varieties of cards had been designed using precision laser machines, a recently imported technology. These cards have been priced between Rs75 and Rs850.

He said their card and gift designers had attempted to avoid themes with teddy bears and chocolates this year. “This year we want customers to try carved wooden wall hangings, ceramic tiles, clocks, and frames especially designed for this day.”

Four designers, including the shop’s owner, Zahid Masood, have been working on these designs for the last four months.  Masood said they had made a special variety of cards this Valentine’s Day because greeting card sales had been falling.
“In 2006 and in 2007, people of all ages bought cards. But in the last three years, fewer people are making Valentine’s Day purchases.”

He said that people were sick of the hype created about the day and that was why sales had declined. “It is as if people find it outdated now,” he said.

The Card Company sold about 500,000 cards on Valentine’s Day in 2011. Masood said he hoped to sell about 1.5 million this year thanks to the greater variety.

“Only gift shops and big departmental stores used to sell Valentine’s Day gifts and greeting cards.

Now, every neighbourhood grocery store and medical store has it.”

A manager of another gift shop in Gulberg said business this Valentine’s Day had been very slow so far. “It’s 60 per cent slower this year,” he said.

He said he had had customers who told him they would rather spend money on things that are worth using, than greeting cards.
“Flowers die out in a day. Mugs, photo frames and wall hangings are not flattering. People have better expectations,” he added.

Published in The Express Tribune, February 14th, 2012.

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Reader Comments (8)

  • Analyzer
    Feb 14, 2012 - 9:42AM

    We can’t celebrate basant but we will celebrate this pagan festival? What a confused lot!


  • asim
    Feb 14, 2012 - 11:37AM

    This pagan festival is stupid and a marketing stunt but at least it does not lead to the killing of innocent people.


  • owais
    Feb 14, 2012 - 11:52AM


    its just how we can ban ahmadi products but allow jewish and christian ones. wrap your head around that!


  • talha
    Feb 14, 2012 - 1:08PM

    @Analyzer @asim @owais

    U guys made my day!! Excellent representation of our society!! (:


  • Feb 14, 2012 - 3:00PM

    Greeting Cards have a celeberate for good days.


  • Feb 14, 2012 - 4:30PM

    I love Valentine’s day
    My friends ,Family we all Celebrate this Day :)


  • Acorn Guts
    Feb 14, 2012 - 6:54PM

    I’ve always thought what really is there to celebrate on this God-forsaken day? If you say ‘Love’ think again becauseif you need a day to celebrate love then you don’t really understand the concept of love .. back to my question then. @Xoya?


  • Analyzer
    Feb 15, 2012 - 9:41AM

    Well said @Acorn Guts, the road to modernity is paved with such pitfalls for the easily confused and amused. Seems the lackluster education and parenting system is churning out these drones who don’t think twice about just following the herd. Sheeple!


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