UKG’s consumer research shows cards’ deep-roots
An astonishing 95% of all households in the UK have bought a greeting card in the last 12 months. Equally encouraging, some 88% of card buyers are adamant that paper greeting cards cannot be replaced by social media with even the youngest consumers seeing the unique value of greeting cards over social media.
These were some of the valuable insights that UKG has shared with its retail customers, based on the publisher’s extensive ongoing research. Plus, highlighting how greeting cards are still very much seen as a valued form of social communication, results from UKG’s research has showed that 1 in 4 people would buy into non-occasion card giving (and actually nearly 1 in 3 people in the 28-37 year age group – Gen Y).
“Over the past five years, our research programme has encompassed speaking to over 60,000 consumers, enabling us to analyse purchasing behaviours, communication trends and shopper insights,” Jayne Myers, UKG’s commercial director told PG Buzz.net shortly after a two-day Retailer insights involving a panel of eight independent retailers, that was held at UKG’s Dewsbury HQ. The retailers were given an in-depth overview of the research which UKG undertakes to support product development, as well as participating in a tour of the recently revamped creative studios and product showrooms.
The retailers who participated at what is the first of many such events were: Mark Franklin (House of Cards, Thornton-Cleveleys and Clitheroe), Paul Heath (Days to Remember, Sheffield), Sonya and Tanya Haandrikman (Celebrations, Carlisle), Chandra and Urmila Khatri (Just Write, London), Kirstie Mogg (Sincerely Yours, Warrington) and Cathy Parker (Del’s Convenience Store, Sheffield).
“The independent sector is really important to UKG we very much value their business,” says Jayne Myers. “We wanted to do something out of the ordinary, share our insight with them, to help drive their business forward as part of our ongoing commitment to them.”
UKG’s consumer insights explore the wider retail landscape and the current economic outlook, along with the subsequent socio-economic trends, giving an overview of the greeting card market in context. But they also get down to a more practical level, identifying specific consumer opportunities and using these to build category engagement at retail.
As Tanya Haandrikman, Celebrations Carlisle, commented of the event: “It was really interesting to see how the business operates and in future when I’m selecting cards will remember this experience and be more appreciative of the hard work that goes into the process.”
UKG research insights, at a glance:
- 95% of all households in the UK have bought a greeting card in the last 12 months.
- 88% of card buyers say that paper greeting cards cannot be replaced by social media with even the youngest consumers seeing the unique value of greeting cards over social media.
- Some 1 in 4 people would buy into non-occasion card giving (and actually nearly 1 in 3 people in the 28-37 year age group – Gen Y).
Pictured at top: Back row, from left to right: Kirstie Mogg – Sincerely Yours, Tanya Hendrickman – Celebrations Carlisle, Emma Harrison – UKG, Sonya Hendrickman – Celebrations Carlisle, Mark Franklin – House of Cards.