The Products

• Historical Overview
• Product Categories

The Market

• Market Size
• Factors Affecting Market Growth
• Projected Growth
• Table 1-1: Retail Sales of US Giftware Market by Product Category, 1994-2003 (dollars): Novelties, Decorative Accessories, Collectibles, Seasonal Decorative Accessories
• Market Composition by Product Category
• Figure 1-1: Share of US Giftware Market by Product Category, 1994 vs 1998 (percent): Novelties, Collectibles, Decorative Accessories, Seasonal Decorative Accessories

The Marketers

• Overview of Marketers
• The Competitive Situation
• Marketing and Product Trends
• Consumer Advertising and Promotions
• Trade Shows

Distribution and Retail

• At the Distribution Level
• Many Types of Retailers Compete in Market
• Specialty Stores the Dominant Retail Channel
• Focus on Specialty Stores

The Consumer

• Giftware Purchasers
• Collectors
• Empty Nesters Are Prime Market for Collectibles
• The Male Collector
• Where Collectors Shop
• Collectors by Product Type
• Doll Collectors Younger, More Apt to Have Children at Home
• Profile of Possible Dreams Santa Claus Collectors
• Profile of Hummel Collectors
• Why People Collect: Emotions Rank First

Scope and Methodology

• Scope of Report
• Focus on Retail Market
• Report Methodology

The Products

Scope of Report

• Giftware at Retail
• Not All Gifts Are Giftware, and Vice Versa
• Packaged Facts' Definition of Giftware
• Products Not Included
• Focus on Retail Market

Historical Overview

• Roots in Ancient Times
• Historical Highlights
• The Birth of Gift Shows and Trade Marts
• The Rise of Gift Shops
• Collectibles Blossom in 1970s

Product Definition

• Four Product Categories
• Novelties
• Collectibles
• Decorative Accessories
• Seasonal Decorative Accessories
• Giftware Materials

The Market

• Figure 3-1: US Retail Sales of Giftware by Product Category, 1994- 1998 (dollars): Novelties, Collectibles, Decorative Accessories,
• Seasonal Decorative Accessories

Market Size and Growth

• Methodology for Estimating Sales
• Retail Sales Approach $21 Billion in 1998
• Table 3-1: US Retail Sales of Giftware, 1994-1998 (dollars)
• Novelties Sales Near $73 Billion
• Collectibles Outpacing Other Categories
• Decorative Accessories Sales $46 Billion
• Seasonal Decorative Accessories Sales $36 Billion
• Table 3-2: US Retail Sales of Giftware by Product Category, 1994- 1998 (dollars): Novelties, Collectibles, Decorative Accessories,
• Seasonal Decorative Accessories

Market Composition

• Collectibles Gain Market Share
• Figure 3-2: Share of US Giftware Market by Product Category, 1994 vs 1998 (percent): Novelties, Collectibles, Decorative Accessories, Seasonal Decorative Accessories
• Giftware Dominated by Imports
• Specialty Stores the Dominant Retail Channel
• Figure 3-3: Share of US Giftware Market by Retail Outlet, 1998 (percent): Specialty Stores, Department Stores, Mass Merchandisers, Warehouse Clubs/Drugstores/Supermarkets, All Other Outlets
• Fourth Quarter Is Biggest for Sales

Factors Affecting Market Growth

• Gift-Giving Occasions Abound
• Strong Economic Indicators
• Cocooning Trend Continues
• Interest in Seasonal Home Decorating Increasing
• Niche Marketing
• Aging Baby Boomers a Prime Target for Collectibles
• Baby Boomers Change Collectible Themes
• Collectibles and Middle-Aged Women
• Table 3-3a: Projections of US Population by Gender and Age Bracket, 1998 (number and percent): All Ages, Age 20 to Age 79
• Table 3-3b: Projections of US Population by Gender and Age Bracket, 2003 (number and percent): All Ages, Age 20 to Age 79 Older Householders Increasing
• Table 3-4: Projections of US Households by Age of Householder, 1998 vs 2003 (number and percent): Age Under 25 to Age 75 and Older
• Kids Plus
• Tapping the Children's Market
• Collecting as a Family Affair
• Millennium Fever Will Boost Sales of Novelties and Limited Editions
• Giftware Benefits from Americans' Propensity to Travel
• Are Collectibles Becoming Oversaturated?
• Figure 3-4: Projected US Retail Sales of Giftware, 1998-2003 (dollars)

Projected Market Growth

• Giftware Market to Top $28 Billion in 2003
• Table 3-5: Projected US Retail Sales of Giftware, 1998-2003 (dollars)
• Collectibles Will Continue to Set the Pace
• Table 3-6: Projected US Retail Sales of Giftware by Product Category, 1998-2003 (dollars): Novelties, Collectibles, Decorative Accessories, Seasonal Decorative Accessories

The Marketers

• Thousands of Companies
• Most Major Marketers Not Manufacturers
• Largest Marketers Mostly Public Companies
• Second-Tier Marketers
• Third-Tier Marketers
• Many Tableware Marketers Involved in Giftware
• Hallmark an Exception Among Greeting Card Marketers
• Leading Direct-Response Marketers
• Recent Mergers and Acquisitions
• Table 4-1: US Giftware Market: Leading Marketers and Product Lines (33 Marketers)

Competitive Situation

• An Intense, Fragmented Market
• Even Major Players Not Dominant
• Merger Mania Hits Industry
• Competition Hones Quality and Design Standards

Competitive Profile: Kurt S Adler, Inc

• Largest Line of Holiday Accessories
• From Importer to Initiator
• Designs Holiday Accessories to Reflect Decor Trends
• Forms Collectibles Lines and Clubs

Competitive Profile: Department 56, Inc

• Helps Create New Collectible: Miniature Houses
• Inaugurates Village Series in 1976
• Affiliations with Popular Brands
• Most Gift Recipients Get Hooked on Collecting
• Figurines Are Marketer's Other Major Collectible
• Selective About Distribution
• New Acquisition Strategy
• A Seasonal Advertiser
• Contributes to Ronald McDonald House Charities

Competitive Profile: The Walt Disney Co

• Longtime Licenser Enters Giftware Marketer Ranks
• Mickey Mouse's 70 th Anniversary
• Issues New Pooh Collectibles
• Targets Collectors Through Stores

Competitive Profile: Enesco Group, Inc

• Stanhome, Renamed Enesco, Reorganizes to Focus Solely on Giftware
• Enesco Strikes Gold with Precious Moments
• Precious Moments' 20 th Anniversary
• Enesco Scores Again with Cherished Teddies
• Other Enesco Lines
• Collector Clubs
• Enesco Targets Both Upscale and Mass Retailers
• Enesco Sells Hamilton to Bradford
• Heavy Philanthropic Involvement

Competitive Profile: Giftware Holdings, Inc

• Hot Newcomer Formed by Holding Company

Competitive Profile: Goebel North America

• Goebel Well-Established Before Hummel
• US Market Accounts for 40% of Hummel Sales
• Hummel Figurines Emerge from Troubled Time
• Goebel Marks Anniversaries
• Lower-Priced Berta Hummel Line
• Company Works to Create US Market for Non-Hummel Products

Competitive Profile: Hallmark Cards, Inc

• World's Largest Greeting Card Company
• Collectible Ornaments Are Leading Giftware Product
• New Ornaments Debut at Two-Day Event in Stores
• Hallmark Also a Retailer
• Hallmark Far Outspends Other Giftware Advertisers

Competitive Profile: Lenox, Inc

• Lenox Is Leading Brand of China Giftware
• Launches Giftware to Target Non-Bridal Consumer
• Lenox Collections Working to Grow Retail Collectibles Business
• Lenox Classics Figurines Debut

Competitive Profile: Lladro USA

• Division of a Spanish Company
• Figurines Have Art Nouveau Flavor

Competitive Profile: Mattel, Inc

• Barbie Sparks Quick Rise to Top
• Barbie Collectibles Cash In on Barbie Phenomenon
• You've Come a Long Way, Barbie
• Success Surprises Even Mattel
• Department Stores Open Barbie Boutiques
• Mattel Introduces Disney Collector Dolls

Competitive Profile: Media Arts Group, Inc

• Sales Skyrocket 76%
• Concentrates on Thomas Kinkade Art
• Tiered Product Forms and Pricing
• Working to Broaden Distribution
• New Art-Based Brand-Name Products

Competitive Profile: Midwest of Cannon Falls, Inc

• A Low-Profile Competitor
• Full Line of Seasonal Decoratives
• Account Base Growing Larger

Competitive Profile: Mikasa, Inc

• Mikasa Number Two in Crystal Giftware
• Sales Near $400 Million; Outlet Stores Account for 56%

Competitive Profile: Roman, Inc

• Another Second-Tier Contender
• Adds Figurines of Children to Religious Subjects
• Addresses Popularity of Angels
• Millennium Series

Competitive Profile: Russ Berrie and Co, Inc

• An Extensive Range of Giftware
• Continuing Flow of New Products
• Account Base Is Huge and Diverse
• Direct-Sales Force Is Unusual for Industry
• Forms Russ Baby Division
• $5 Million Advertising Campaign
• Russell Berrie, Philanthropist

Competitive Profile: Swarovski Consumer Goods Ltd

• Crystal Specialist at Second-Tier Threshold
• Animals Are Frequent Subjects
• Targets Department Stores
• Swarovski a Leading Advertiser

Competitive Profile: Syratech Corp

• Entrepreneur at the Helm
• Begins Foray into Seasonal Decoratives
• Acquires Rauch, Silvestri, and Potpourri
• Gains Base in Europe
• Syratech Acquires Farberware
• Acquisitions Continue Apace
• Licenses
• Silver Companies Diversify into Crystal, Dinnerware
• Diversified Account Base

Company Profile: Ty, Inc

• The Beanie Babies Frenzy
• Collectors, Media Help Bolster the Hype
• Brilliant Promotional Tie-Ins
• Warner Invests in Cyrk

Company Profile: Waterford Wedgwood USA

• A Venerable History
• Wedgwood and Waterford Join Forces
• Waterford Wedgwood USA
• Waterford Has Been Reborn
• Introductions Focus on Christmas and Collectibles
• Creates Waterford Collector Society
• Waterford Joins Forces with Amway
• Wedgwood Seeks to Challenge Lenox in Giftware
• Waterford Expands to Dinnerware and Flatware

Competitive Profiles: Other Marketers

• Alexander Doll Co, Inc: Celebrating 75th Anniversary
• The Boyds Collection Ltd: Collectible Bears with a Sense of Humor
• Cast Art Industries, Inc: Dreamsicles
• Crystal Clear Industries, Inc: Capitalizing on Growth of Crystal
• Gund, Inc: Beginning a New Century
• Miller Import Corp: Marketer of Armani Figurines
• Orrefors, Inc: Swedish Glass
• Reed & Barton Silversmiths: Silver, Crystal, and China Triple Threat
• Royal Doulton USA: A Leader in Both Giftware and Dinnerware
• Charles Sadek Importing Co, Inc: Andrea by Sadek
• Steiff USA: Leader in High-End Plush
• Steuben Glass: US Manufacturer Is Leader in Luxury Crystal
• United Design Corp: From Novelty to Collectible Figurines
• Wilton Armetale: Pioneers in "Alternative Metals"

Marketing Trends

• New Products Drive the Business
• Licenses = Brands
• Artists and Properties Licensed Back and Forth
• Licensing Trends
• Baby, Baby
• Collectibles Are Marketing Magic
• The Role of Collector Clubs
• Giftware Marketers Target International Sales

Product Trends

• The Pull of Magnets
• Garden Accessories and Outdoor Decor
• Angels Continue to Soar
• Ethnic Collectibles Take Hold
• Christmas: From Traditional to Cutting-Edge

Consumer Advertising Expenditures

• Few Big Spenders
• Direct-Response Marketers Are Heavy Advertisers
• Hallmark the Largest Retail Giftware Advertiser by Far
• Mattel, Disney Benefit from Corporate Ads
• Crystal Marketers Believe in Advertising
• Goebel, Lladro, Department 56, Alexander Doll Also Major Advertisers
• Print Predominates

Consumer Advertising Positioning

• Focus Can Be Brand or Product or Both
• Ads Evoke Sentiment and Warm Emotions
• Ads for Collectibles Emphasize Collectibility
• Crystal Ads Are Most Striking Visually
• Ads Publicize In-Store Events
• Examples of Consumer Advertising

Consumer Promotions

• Co-Op Advertising with Retailers
• Brochures and Catalogs
• Joint Promotion
• Personal Appearances and Demonstrations
• Contests and Sweepstakes
• Collector Clubs Offer Incentives
• Examples of Consumer Promotions

Trade Advertising and Promotion

• Trade Ads Focus on New Products
• Gift Shows Vital to Industry
• Showroom Buildings and Market Centers
• Sales Supports
• Collector Clubs Offer Incentives to Retailers
• Examples of Trade Advertising and Promotions

Distribution and Retail

At the Distribution Level

• Independent Sales Representatives Vital to Industry
• Retailer Cooperatives
• Retailers Import Some Giftware Directly

At the Retail Level

• Many Types of Retailers Compete in Market
• Specialty Stores the Dominant Retail Channel
• Marketer-Owned and Franchised Stores
• Other Retailers Opportunistic
• Department Stores: Less Footage, Smaller Assortments
• Giftware Usually Adjacent to Tableware
• Typical Department Store Giftware Inventories
• Neiman Marcus Launching Giftware Chain
• Mass Merchandisers
• Warehouse Clubs, Drugstores, and Supermarkets
• Collectibles in Mass Channels
• QVC Leads in TV Sales of Collectibles
• Direct-Selling Organizations

Retail Advertising and Promotions

• Bridal Registries
• National Retailers Enter Registry Business
• Retail Advertising
• Retail Promotions
• Syndicated Catalogs and Buying Cooperatives
• Retail-Sponsored Collector Clubs

Focus on Specialty Stores

• Most Giftware Retailers Small, Single-Store Operations
• Specialty Stores Vary Widely in Size
• Specialty Stores an Ideal Giftware Venue
• Sources, Assortments Growing
• Personal Service
• Visual Merchandising Varies Widely
• Keystone Markup Is Standard
• $1 Million Collectibles Retailers Different

The Consumer

The Giftware Consumer

• Limited Data on Giftware Purchasers
• 1990 Poll Establishes Demographics
• Favorite Giftware Categories
• Demographics of Gift Purchasers
• Quality, Style, Price, Uniqueness Important in Selecting Gifts
• Most Plan Gift Purchase
• Most Spend Under $30 for a Gift
• Why Consumers Choose Particular Stores

The Collector

• All Eyes on the Collector
• Number of Collectors Growing
• Empty Nesters Are Prime Market for Collectibles
• Table 6-1: Demographic Characteristics Favoring Purchase of Giftware and Collectibles (US Adults)
• GSB Consumer Survey
• Table 6-2: Collectors by Age (percent): From Age Under 21 to Age 60+, No Response
• Are Younger Customers Raising New Generation of Collectors?
• The Male Collector
• Where Collectors Shop
• Table 6-3: Where Collectors Shop (percent): 7 Retail Outlets

Collectors by Product Line

• Christmas Theme Collectors
• Consumers Collect Figurines Most
• Doll Collectors Younger, More Apt to Have Children at Home
• Details, Individuality Important
• Male Doll Collectors
• Teddy Bear Collectors May Be Youngest, Most Educated

Collectors by Brand

• Profile of Possible Dreams Santa Claus Collectors
• Profile of Hummel Collectors
• Walt Disney Classics Collectors Are (Relatively) Younger

Psychographics of Collectors

• Why People Collect: Emotions Rank First
• Most Take Up Collecting by Themselves
• Motivations for Collecting
• Five Types of Collectors

Appendix I: Examples Of Consumer And Trade
Advertising And Promotions.

Appendix II: Addresses Of Selected Marketers