I found 2 market research reports online about the demographics of greeting card buyers. It looks like the people who spend the most on stationery and paper goods are the 25-34 year olds. That surprises me because I really expected it to be Baby Boomers and older. Younger people are so connected to the Internet and instant communication that I would not expect them to spend much money on buying cards. But, when you think about that age group...it's people who are starting out in life and are experiencing many life changes that require gifts - graduations, engagements and weddings, having a baby. All of these occasions are moments to celebrate and give a gift. So you could expect them to buy cards for their friends for all of those reasons.