Carlton Cards is hoping to capitalize on the success of ‘feel-good movies’ and motivational books by launching a card and gift line with a similarly uplifting tone.
The ‘Positively!’ collection offers more than 156 products on free-standing, four-sided spinning displays, including greeting cards, bookmarks, refrigerator magnets, scrolls and small wallet-sized cards with inspirational messages like: ‘You can do anything,’ ‘Listen to your heart,’ and ‘Seize the day!’
The products retail from $1.50 to $5.50.
‘We call our target market the alternative card buyer between the ages of 25 and 54,’ says Brent Artemchuk, communication specialist at Carlton Cards in Toronto.
‘These are the people who are searching, discussing, and redefining their beliefs,’ he adds.
Artemchuk points to the popularity of books such as Chicken Soup For the Soul and Life’s Little Instruction Book as proof that there is a market for inspirational material.
Launched just in time for spring, Artemchuk says the colorful items are being marketed as a ‘supplement’ buy because they are being placed in high-traffic areas near book, magazine and floral sections, as well as pharmacy prescription counters.
The company is betting that when consumers are buying flowers for a sick friend or just waiting for a prescription, they will be tempted to choose something from the Positively! display.
The line, which is sold through the Carlton Cards retail chain as well as drug stores and food retailers, is being marketed strictly at the point of purchase.
