Cover Story: Traditional vs. Contemporary
By Suzanne Pruitt

Memories, family traditions, religious beliefs, personal design preferences ... your customers are bringing along a number of preconceived notions when they come into your store to buy Christmas merchandise. Often, these notions tend to divide customers into two categories: those who like traditional designs, and those who prefer more contemporary styles.

Certain demographics and characteristics help to distinguish the traditional versus the contemporary customer, say resources. “I’ve found the target audience for modern card designs is young people and professionals in urban areas,” observes Anna Cote, owner/designer of Modern Printed Matter. “In densely populated areas, and in response to mass production in general, there is a strong need for individuality,” she says.

As for the traditional market, Bob Harju, owner of Pumpernickel Press, states: ”We feel that the 40-to-70-year- olds prefer the traditional cards, because they bring back good childhood memories when everyone was home at Christmas and you sent out at least 100-to-150 cards.”

When it comes to the newest designs making their way into the market today, manufacturers have looked at the key trends and design directions striking a chord with both traditional and contemporary customers.

MERRY AND MODERN
On the modern front, sleek, innovative designs lead the way. “People are looking for new and unusual looks – like those that are laser cut with intricate details, and photo cards that don’t look like they came from a big-box store,” comments Brenda Boyer of Carlson Craft’s Holiday Marketing Department. The company carries a variety of unique styles and sizes in its personalized holiday-card line and is launching a line of eco-friendly, personalized holiday cards, as well.

Modern Printed Matter is also offering “green” holiday cards this Christmas. “We launched a new line of recycled cards with modern botanical silhouettes that we’re expanding with holiday designs for 2008 in direct response to inquiries about recycled and earth-friendly products from progressive and modern gift-shop owners,” says Cote, additionally noting that, “Silhouettes continue to be a hot trend.”

“Our customers appreciate great on-trend design, and we’re adding new papers and ink colors to stay in front of modern fashion,” relates Micah Chase, president of Checkerboard Ltd. ”Modern customers are always looking for something original,” says Chase. “Our designs include sophisticated, strong color palettes, bold graphics and patterns, as well as contemporary, hand-lettered designs.”

Among new contemporary holiday cards from Madison Park Greetings, Inc. are those featuring silhouetted imagery, patterns in unexpected palettes, cut-paper-collage designs and more. “I think there has been a trend away from computer-generated imagery to art that is real ... it seems more engaging,” asserts Megan Gandt, sr. art director at Madison Park Greetings.

Die-cut designs and creative art patterns are also coming on strong in the market for contemporary-looking Christmas partyware. For example, Design Ideas, Ltd., is debuting a “HomeSweetHome Collection” that features peppermints and funky Christmas trees decorating everything from serving platters, cocktail plates, tumblers and mugs to doormats and gift bags. “Holiday gatherings have become more casual and informal,” says Andrea Bartles, marketing manager at Design Ideas. “Finger goods, snacks and cocktails are the trend for the gathering of family and friends,” adds Erin Soloman, sales and marketing coordinator for the company.

TRIED-AND-TRUE TRADITIONAL
In the traditional category, folkart imagery, Santas, snowmen and Christmas-tree motifs continue to be dominant designs. “Our newest art styles are a direct result of the increased placement of folk-art and tactile looks in the marketplace,” says Cameo Boling, associate product manager for DaySpring Cards, pointing to the company’s new “Meaning of the Snowflake” and “Homespun” designs that will be featured on various holiday-themed stationery products.

DaySpring is also introducing a “Jesus Is the Gift” Christmas gift collection, with items based on the vintage DaySpring card that says, “Jesus is the gift that perfectly fits the size of every heart.” “We’ve found that traditional messages like this are timeless and appeal to customers year after year,” says Holley Gerth, writer/creative manager for DaySpring Cards. “But, we also want to continually update them and pair them with innovative designs to remain relevant.”

C.R. Gibson offers traditional looks on a variety of Christmas-related merchandise, including new kitchen- and food-related items such as paper tableware, “Goodies Gift Sets,” “Treat Tags” and a “Bake With Me Kit” for making and presenting edible treats as holiday gifts. The company’s perennial best-selling designs – including Spode’s popular “Christmas Tree” pattern – will be back on cards, gift tags, giftwrap and more. Also available are “Storybook Boxed Cards” and “Christmas Around the World” pop-up cards recalling the shared lore that is part of traditional Christmas celebrations, including the classic poem, “The Night Before Christmas.” “Christmas seems to be a time when many people like to recollect and revisit familiar traditions,” observes Susie Schoepe, product manager at C.R. Gibson.

Pumpernickel Press is introducing 40-plus new designs in its premium boxed line, featuring the company’s sculptured, embossed enhancements on 53/8" x 81/8" cards; as well as new designs in its “Christmas Biscuits” line of 41/8" x 51/2" cards. Images on Pumpernickel Press’s cards include birds, animals, snowmen and snow-filled country scenes. At Cindus Corporation, cheerful Santas, snowmen and Christmas-tree images are available on a variety of gift bags.

“The icons of Christmas don’t seem to really differentiate themselves from year to year,” notes Gerth of DaySpring. “From nativities to ornaments, snowflakes to snowmen, the traditional symbols of Christmas stay true.”

A key trend coming on strong for both traditional and contemporary Christmas cards is the return of the “Merry Christmas” message itself, which has been somewhat absent in recent years as more generic terms such as “Season’s Greetings” and “Happy Holidays” have been in favor. Additionally, manufacturers of traditional cards are reporting increased demand for religious messages emphasizing Christmas as a celebration of Christ’s birth, as well as other designs featuring biblical scripture. Cards with more modern designs, on the other hand, seem to be trending towards short, simple and often witty messages.

Red, Green and Beyond
When it comes to colors, the tried-and-true reds and greens span both the traditional and contemporary categories. But, look for interesting new tones, textures and designs for both as well.

“Red and green remain the successful colors for Christmas, as they are a direct reflection of traditional Christmas style,” notes Boling of DaySpring. “2008 will see an increase in off-whites and cream to complement the red and green. Gold is also making a comeback and becoming a staple color for traditional Christmas.”

“Nature-inspired designs are especially strong this year in traditional styles – from scenic, seasonal images to birds, botanicals and cozy lodge-like textures,” adds Schoepe of C.R. Gibson. “We expect a nature-inspired palette of deeper cranberry, forest and sage to be popular as well, and have incorporated some black and white accents into traditional colorways.”

In the modern category, red and green endure, but not necessarily in the expected way. “A funky green, pink or orange can really change the feeling and draw you in,” states Gandy of Madison Park Greetings.

SHOW AND SELL
When it comes to merchandising, most manufacturers agree that differentiation is the key. “Most consumers have a preference – modern or traditional – and it can be frustrating to search through racks of cards that are mixed together,” says Cote of Modern Printed Matter.

Manufacturers also suggest that contemporary-type products lend themselves to more vibrant displays that might use bright, unexpected colors and nontraditional props such as mixing bowls or galvanized buckets filled with ornaments.

For more traditional designs, simple displays and tradtional props work well. “Boutique these items together so the customer can purchase her boxed Christmas cards, gift enclosure cards and more in one spot,” suggests DaySpring’s Boling. “She needs to see that everything she needs to reflect a traditional Christmas is available in one easy-to-shop location.”  Greetings