By Kathy Krassner, editor-in-chief, Greetings etc.
The latest U.S. Census projections show that the populations of minority groups continue to rise -- making the market for ethnic-oriented products more important than ever.
Minorities, now roughly one-third of the U.S. population, are expected to become the majority in 2042, with the nation projected to be 54 percent minority in 2050, according to the U.S. Census Bureau. The black population is projected to have increased from 41.1 million, or 14 percent of the population, in 2008, to 65.7 million, or 15 percent, in 2050. Meanwhile, the Hispanic population is projected to nearly triple, from 46.7 million to 132.8 million during the 2008-2050 period. Its share of the country's total population is projected to double, from 15 percent to 30 percent. At that rate, nearly one in three U.S. residents will be Hispanic.
As this market segment grows, so should retailers' mix of ethnic-related greeting cards and other stationery products. Among the companies in our industry targeting the ethnic population is Designs For Better Giving, which has been offering multicultural cards cards and gifts for many years. The line features African-American art, Cuban art, Haitian art, Latin art and more, available on a range of products that include greeting cards, packaged invitations, journals, address books, magnets and other items. The 5" x 7" card at right ($2.50), for example, is available blank or greeted with the verse: "Celebrate! Today, a new you, and a fresh beginning of possibilities. Ahead are songs to sing, people to meet, and life to live. Happy Birthday." This design is also available on a journal, a magnet and a mini print.
The "Coco Collection" of Devora Designs, Inc. is a complete line of cards, notepads, invitations and more specially designed for the African-American consumer. According to owner Devora Transou, these products "proudly showcase men, women and children of all shades of color, reinforcing the cultural significance and core humanity that all races bring to our world each and every day." Shown at left is a 3-1/2" x 5" folded notecard ($38/25) that's personalized outside and blank inside.
Specifically targeting the Hispanic consumer is a new collection of greeting cards from Los Armisen, featuring reproductions of Spanish artist Eva Armisen's paintings. Printed on thick art paper, these 4-1/2" x 6-1/4" blank cards come individually wrapped ($3.99 each). The card shown at right features a Spanish-language message on the cover that translates to: "I don't get tired of looking at you."
The sentiment, "My heart is on fire/Mi corazon esta en fuego" is expressed in both Spanish and English on the card at left ($2.50) from Nos Vemos Greetings. The card also features the bilingual inner verse, "I love you/Te amo." The dual-language offering on Nos Vemos Greetings' cards is best explained by its tagline: "Providing the best of both worlds, sealed in an envelope." The company carries a range of card designs for numerous occasions including birthdays, anniversaries and Quinceanera, as well as a humor line featuring comedian Jade Esteban Estrada. States Lena Hayden, president: "A new generation of Hispanics is growing up speaking both English and Spanish. Nos Vemos Greetings reflects this reality. Everyone has a connection to another culture. Whether it's a friend, coworker or family member, there is someone in your life that speaks at least a little bit of Espanol."
As this market segment grows, so should retailers' mix of ethnic-related greeting cards and other stationery products. Among the companies in our industry targeting the ethnic population is 
The "Coco Collection" of 
Specifically targeting the Hispanic consumer is a new collection of greeting cards from 
The sentiment, "My heart is on fire/Mi corazon esta en fuego" is expressed in both Spanish and English on the card at left ($2.50) from 
