Greetings retailers reveal all as so much was riding on Christmas 2023
There was so much riding on Christmas with a full-on #Cardmitment campaign swinging into action to encourage the general public to reboot their festive card sending.
So PG Buzz hase been checking out the festive reports from all manner of retailers, with Bailey’s Cards & Gifts, Waterstones, House of Cards, and Paper Tiger sharing their experiences here…
Penny Bailey, co-owner of Bailey’s Cards & Gifts, Ainsdale, Crosby and Maghull
Christmas verdict: “Reassuring.”
Reveal all: “We served 5,700 customers in the week before Christmas, so I barely had time for a wee!
“With all the concerns beforehand about stamp prices, the cost-of-living worries and the general rather sad and worrying state of many parts of the world, we started the season with some nail-biting concerns. However, I was reassured that we’re doing a good job for our customers with a small, but pleasing growth of 5% across the business as a whole. I believe this bucks the trend of some of the big businesses so definitely something to celebrate.
“Greeting card wise we were down a fraction but nothing to get worried about, I don’t think. The volume of boxed/multipack sales we sold were down 2% and singles were down 3%.”
Buying patterns: “Bright and cheerful designs fared better than the muted, gentler designs. The open humour ranges did really well so I’m on the lookout for more of that for 2024. I’ve noticed the demand for the Friend/Friends and Neighbours captions is growing every year, and I never seem to have enough for cats and dogs.
“Our customers still prefer a larger, traditional rectangular Christmas card to a smaller square card for their special captions; and charity cards for their multipacks. Both of which I’ll keep in mind for this year’s buying.”
Star performers: “The popularity of publishers can vary quite widely across our three shops. However, I had to reorder from Jonny Javelin and IC&G for all three shops across most captions.
“In our open selection, Wendy Jones-Blackett’s Paper Diamonds Bijou did particularly well, with Redback’s humour and Carte Blanche‘s 3D range proving popular too.
Your approach: “I’d like to add a big thank you to everyone involved in the #Cardmitment campaign. It can only have made a positive impact overall.
“We had lots of conversations in store about the joy of receiving and sending cards. We encouraged second class stamp use and used the hashtag where we could.”
Hunch for 2024: “All in all, I’m looking forward to 2024 and was actually excited to start my Christmas card buying!
Hazel Walker, senior buyer at Waterstones, Blackwells and Foyles
Christmas verdict: “Great!”
Reveal all: “Christmas trading was great across the board, exceeding expectations! We saw strong card sales throughout the season and finished with sales beating plan and pre-Covid levels. Boxed and single cards performed equally compared to previous years and plan. Although we do sell more single cards, boxed cards aren’t far behind which shows customers are still sending good volumes of Christmas cards – helped I’m sure by the #Cardmitment campaign this year.”
Hunch for 2024: “We’re excited to start the buying process for Christmas 2024 as there is still lots of opportunity. Valentine’s is off to a great start too so hopefully we’ll see this pattern continue on Spring Seasons. There’s lots to do already and the year has only just started!”
Miles Robinson, co-owner of House of Cards, seven stores in the Home Counties
Christmas verdict: “A good solid performance.”
Reveal all: “Christmas trading was good, but not exceptional. We traded up by double digits which was welcome after last year’s Royal Mail debacle.
“We saw excellent sales of single cards, especially from the more specialist publishers. Gift wrapping products also did very well this year. Our boxed card sales ended up flat on last year which is disappointing considering the 2021 level, but is probably a sign of the new level. Sales of charity packs were actually quite good in most branches though there were a couple of anomalies.”
Your approach: “Display dates were similar to previous years, but we did go out a touch later with single cards in 2023. #Cardmitment was promoted heavily in each store which can only have had a positive effect.”
Star performers: “On singles, the stand-outs were Emotional Rescue – really excellent – Paper Shed, Janie Wilson, Five Dollar Shake, Lucilla Lavender and Wrendale Designs.
“On boxes Ling Design, Museums & Galleries, Nigel Quiney, Woodmansterne and Rachel Ellen performed well while on charity packs it was Paperlink, Noel Tatt, Tracks, Ling and Lucilla Lavender that scored especially well for us.”
Hunch for 2024: “The feeling is positive going forward in 2024.”
Michael Apter, owner of Paper Tiger, three stores in Edinburgh
Christmas verdict: “Jingle tills, jingle tills, jingle all the way!”
Reveal all: “Our Christmas card sales were well up overall – in the high teens. Stamp sales similarly up. Boxed cards were the big winners for us while our sales of singles cards were fairly static year on year.”
Your approach: “We really made an effort with #Cardmitment on our socials, newsletters and in window displays and in-store comms. I think it worked and there’s a good basis for a bigger campaign in 2024.”
Star performers: “Boxed cards.”
Hunch for 2024: “I’m feeling confident in my business, my team, and in my customers.”
