Greeting card multiple Cardzone is urging for greater standardisation of greeting card sizes, on environmental, logistical, aesthetic and commercial grounds.
“The next few years will see more ground being gained on the sustainable front within the industry and we as retailers will be falling in line with this,” acknowledges Paul Taylor, managing director of Cardzone, the specialist multiple which trades from 135 stores.
However, something that is set to becomes even more of an issue if all publishers go naked, is contending with the huge number of different card sizes and the equal number of different envelope sizes.
“It would make everyone’s life so much easier if there was some consensus on the size front. I really believe that there is no need for any more than a dozen different sizes,” urges Paul.
As Cardzone director Jo Hancock adds, “If there were only this number of size options then retailers could have some spare envelopes by the till so it would not waste time trying to find one that fits the card for the customer.”
Paul acknowledges that while some publishers, notably Hallmark, are already making strides to rationalise their card sizes, he feels the whole industry would benefit if there was a general consensus.
“It would help on an environmental ground, economies of scale for publishers, as well as reducing frustrations in store for customers and retailers. There really is room for improvement,” he feels.
Hallmark is transitioning from over 20 different card sizes to around seven size options.
“This is all about making shopping for cards easier for the consumer, but with added benefits for our retail customers,” Amanda Del Prete, managing director of Hallmark told PG Buzz. “With fewer different card heights the consumer experience of shopping for cards is much more enjoyable. We still have inventory going through the system, but by the end next year all our cards will only be a handful of sizes which will make it easier for retailers to plan their displays and alleviates problems with missing envelopes,” she adds.
Top: Hallmark’s rationalisation of sizes was evident at its recent trade shows.