Sainsbury’s ups its ‘inclusive’ commitment with LGBT Christmas cards

The new Sainsbury’s card for lesbian couples.
The new Sainsbury’s card for lesbian couples.

Sainsbury’s is upping its pledge to be the UK’s ‘most inclusive retailer’ with the launch of its first ever same sex Christmas cards.

The two Christmas designs, which are about to be launched in the supermarket’s retail estate cover both single sex male and female sends.

Sainsbury’s clocks up 26 million+ weekly customer transactions across its 605 supermarkets and 809 convience stores.

Sainsbury’s Carly Pearson (back right) with UKG’s Amanda Scrivener and PG’s Jakki Brown at The Henries.
Sainsbury’s Carly Pearson (back right) with UKG’s Amanda Scrivener and PG’s Jakki Brown at The Henries.

Coinciding with the launch of the cards, as part of the grocer’s Christmas card range, Carly Pearson, Sainsbury’s card buyer took to the lecturn at today’s GCA AGM and conference to share insights, beliefs and the retailer’s ambitious aims on the greeting card front.

Of the two designs specifically, Carly said: “Greeting cards play an important role in social communication. To remain ever relevant, the designs, the editorial and the captions need to reflect society. Sainsbury’s has pledged to support inclusivity – the LGBT designs in this year’s Christmas collection is a extension of this commitment.”

New trials on the card front kicked off in 20 Sainsbury's stores in July to test out a new display format.
New trials on the card front kicked off in 20 Sainsbury’s stores in July to test out a new display format.

These Christmas designs, published by UK Greetings for Sainsbury’s, follow on from the single sex Valentine’s Day designs that received such positive reaction from customers and the public at large earlier this year.

As Caroline Hawkins, Sainsbury’s junior buyer pointed out, “We had a fantastic reaction to the Valentine’s cards. This is a continuation of the captions we previously offered, meeting the growing demand for a more diverse selection of greeting cards as 3.1 million Britons now identify as LGBT.”

Sainsbury’s is seeking to cater for the 3.1 million LGBT Britons with its new card designs.
Sainsbury’s is seeking to cater for the 3.1 million LGBT Britons with its new card designs.

This activity forms part of Sainsbury’s Embrace the Difference campaign which underlines its commitment to the UK’s diversity and inclusivity.

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