Discerning female shoppers on the cards

Women spend almost three times longer choosing a greetings card than men – but are more likely to narrow their choice down to one rather than buy multiple cards, a report has revealed.

Greetings card specialist Scribbler found women spend an average of 912 seconds before purchasing a personalised card from their website compared to 356 seconds for men.

Women also plan ahead – buying their cards days and even weeks before they are needed, while men typically leave a card purchase to the last minute, with 83 per cent of next day delivery orders on the website being made by male customers.

The UK greeting card market is worth £3.9 billion, with 948 million cards sold each year – more than £24 for every adult.