Bloomberg: Shutterfly CEO says company will produce more than 200 million cards this holiday season

GaryPageau , ,
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Bloomberg’s Scarlet Fu and Shutterfly CEO Sally Pofcher

Bloomberg news interviewed Shutterfly LLC CEO Sally Pofcher about the photo purchase buying trends this holiday season. Pofcher noted the company will produce more than 200 million holiday cards this holiday season, adding one-half of U.S. households will get a card made by Shutterfly.

“Can you give me a sense of how big this market is of people who do send holiday cards to each other and to what extent it’s been growing the last couple of years?” asked Scarlet Fu of Bloomberg.

“Yes, it’s been growing every year, as you said, that really with Snapfish and Shutterfly combined,” said Pofcher, who assumed the presidency of Shutterfly in May 2023. “We will produce over 200 million cards this holiday season. We are the market leader. There are other players. But this season in Q4 is really significant because the meaning of a holiday card in terms of connection and sharing the story of your year is significant for a lot of families, combined with personalized gifts in total. So we’ll sell over 2 million ornaments as well as photo books that recap the year or a significant vacation.”

One area of growth this year will be New Year’s cards, according to Pofcher. She cited the shortened holiday shopping season, due to the lateness of Thanksgiving this year, but also as part of an on-going holiday card trend: “We saw this last year that we saw a 30% increase in New Year’s cards on our peak day.”

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Gary Pageau is principal of InfoCircle LLC, continuing his marketing communications career. InfoCircle LLC is a marketing and communications consulting firm, specializing in business-to-business markets. For nearly 25 years, he was with PMA International, serving most recently as Publisher, Content Development and Strategic Initiatives. His primary responsibilities included overseeing the Association’s editorial department, marketing research unit, education and corporate relations department.