ToYW Engagement Builds To A Crescendo Of Emotion 

Clintons’ 300+ windows have been fanfaring a ‘4 for 3 cards’ Thinking of You Week promo in all of its windows. When prompted as to whether the initiative has resulted in a positive financial result for the multiple, its card buyer, Nicola Miller confirmed: “It has!”

Taking a different tack, Paperchase spread the word of the Week via designated emailers sent to its vast customer base while Funky Pigeon took to social media to bang the drum for ToYW. However, it has not just multiple retailers and corporations that have embraced the GCA-instigated card sending event which drew to an official close yesterday (Sunday 28 September) after a frenzy of activity, both sides of the Atlantic.

“It’s been a thought-provoking week,” stated Michelle Ellingham, owner of independent card retailer, Box of Delights in Flitwick. “I would like to think that our activities have further heightened awareness among the public of Thinking of You Week. It has been gratifying to see customers respond positively to our Thinking of You Week display and I am sure we are not alone in this,” added Michelle. Box of Delights installed a special Thinking of You Display within the Flitwick store of eight different designs of inspiring and uplifting postcards produced specially for the retailer by Pigment (featuring The Happy News and Happy Jackson brands) that have been sold for 50p, with the proceeds going to mental health charity, Mind.

Above: Box of Delights' Olivia Ellingham, daughter of Michelle (right) and Lucy Marshall, near the  Thinking of You Week feature instore which saw Happy Jackson and The Happy News postcards (produced by Pigment) sold for 50p, with the proceeds going to Mind, the mental health charity.
Above: Box of Delights’ Olivia Ellingham, daughter of Michelle (right) and Lucy Marshall, near the  Thinking of You Week feature instore which saw Happy Jackson and The Happy News postcards (produced by Pigment) sold for 50p, with the proceeds going to Mind, the mental health charity.

“While we have encouraged customers to think of others during the week, I have also learnt much more than I ever thought,” admitted Michelle who was sparked into action after a chat with Amanda Fergusson, ceo of the GCA, at The Henries’ judging.

In addition, the indie also donated a supply of the specially produced postcards to its local veterinary surgery.

“I was recently told by a veterinary nurse that as a profession, vets have a high level of mental health problems, very sadly including many suicides, due to their overwhelming caring of animals and the high expectations they take on board from loving owners of poorly pets,” explains Michelle.

Above: Clintons featured a Thinking of You Week promotion in the window in all of its shops.
Above: Clintons featured a Thinking of You Week promotion in the window in all of its shops.

Michelle is very happy that the donated cards were put to good use at the vets. “A lovely customer of ours, who is also one of the veterinary nurses, revealed that during Thinking of You Week her colleagues used the postcards to write words of encouragement to each other placing them into each other’s work lockers every morning during the week. How lovely and uplifting!”

As previously reported on PG Buzz, Belly Button, The Art File, UKG are among the card publishers to have instigated special Thinking of You Week activities which have involved schools, nurseries, hospitals, charities as well as company-wide initiatives.

(https://www.pgbuzz.net/paperchase-belly-button-the-art-file-ukg-join-social-media-in-the-thinking-of-you-week-crescendo/)

Above: The Belly Button Designs’ ToYW activities involved going into schools and nurseries for card writing sessions.
Above: The Belly Button Designs’ ToYW activities involved going into schools and nurseries for card writing sessions.

Meanwhile over in the States, where the US’ GCA has adopted the Week-long initiative from its UK-based counterpart, the American postal operator USPS says that the initiative further fuels the Millennials love and engagement with cards, the demographic hailed as being responsible for 44 million more greeting cards sent last year in the US compared to the year previous.

As Amanda Fergusson, ceo of the UK’s GCA summed up: “Thinking of You Week encapsulates everything that is wonderful about sending greeting cards to show you care, prodding you to send to those you may have lost touch with or to show support to those you feel need it the most. Unlike so many things in life, there is no downside to sending a card!”

Top: One of the daily uplifting posts that Box of Delights featured on social media during Thinking of You Week.

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