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Sainsbury’s To Back Thinking Of You Week With A Dedicated Card Display In Top 200 Stores

Sainsbury’s is really getting behind Thinking of You Week this year, like never before. The leading grocer is to give the event a long run-up, with a dedicated display of some 50 designs from several publishers going into its top 200 stores from the middle of August that will remain in situ until the end of the official week (September 21-27).

Explaining why the retailer is upping its commitment to the GCA-instigated card sending campaign, Carly Pearson, senior buyer of greeting cards, giftwrap and stationery for Sainsbury’s told PG Buzz: “Deciding to participate in Thinking of You Week this year was always on the cards, especially with the last few months having been a very difficult time for our customers.”

Above: The GCA-instigated Thinking of You Week hopes to encourage more people to send cards to show support, sending love or just to say hello.
Above: The GCA-instigated Thinking of You Week hopes to encourage more people to send cards to show support, sending love or just to say hello.

As Carly revealed “During this period, as the growth in our card sales indicate, customers have had a desire to reach out and connect with friends and family and let them know they are thinking of them, knowing how receiving a card can be supportive to the recipient in difficult times. Anything we can do help make this easier has to be seen as a positive thing.”

Above: Carly Pearson, senior buyer of Sainsbury’s feels the current climate has highlighted the importance of sending cards to friends and loved ones.
Above: Carly Pearson, senior buyer of Sainsbury’s feels the current climate has highlighted the importance of sending cards to friends and loved ones.

Sainsbury’s initially tested take up with a half bay of Thinking of You, Miss You etc captioned cards in 70 of its stores, which, Carly said “formed a good testbed to gauge customer interest in these sorts of sending occasions from a non-card specialist like us!”

The positive results of this led to the decision to instal a shipper (featuring GCA Thinking of You Week branding) into the top 200 Sainsbury’s stores from mid-August with plans to keep it in stores right through to the end of Thinking of You Week.

This special display will accommodate around 50 greeting card designs from publishers including Belly Button Designs, Lucilla Lavender, Oh Deer, Rosie Made A Thing, Sooshichacha, Stormy Knight and UKG.

Sainsbury’s joins a growing list of major retailers to have committed to promoting Thinking of You Week this year, with Cardzone having led the charge (https://www.pgbuzz.net/cardzone-leads-the-way-for-retailers-to-get-on-board-for-thinking-of-you-week/) stating its intent a month ago to really get involved.

Any retailer or publisher looking to get involved in Thinking of You Week, can get lots of ideas and access a downloadable ‘toolkit’ via the dedicated website (https://www.thinkingofyouweek.cards/).

Above: The top 200 Sainsbury’s stores will each have a dedicated TOYW shipper installed in August and will remain in place until the end of September.
Above: The top 200 Sainsbury’s stores will each have a dedicated TOYW shipper installed in August and will remain in place until the end of September.
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