The US Greeting Card Association (GCA) is ‘importing’ the British card sending initiative, Thinking of You Week, instigated by the GCA in the UK. It is to launch the concept, together with the US-branding at the 2018 National Stationery Show, which takes place at New York’s Javits Center May 20-23.
US-based Nicky Burton, md of Calypso Cards (which distributes many UK publishers in the States) spotted the potential of translating the UK’s Thinking of You Week initiative in America and has headed up the GCA sub-committee, which has seen it come to fruition. Other members of the sub-committee include Dave Phipps of Avanti (licensed by GBCC in the UK) and Mallory Malec of American Greetings, parent company of UKG.
As Nicky told PG Buzz in January when she revealed the intention to launch Thinking of You Week in the States: “I love the idea of encouraging people to connect through sending cards. We all know the joy of finding a hand written card or letter in the mail and in these days of electronic communication we can become very isolated. A card can really make someone’s day.”
Thinking of You Week in the States will take place September 24-30 (the same as in the UK).
In addition to the launch of Thinking of You Week, the NSS will also include an Appreciation Station where visitors to the show will be encouraged to write a card to show their gratitude or appreciation to someone that will be posted at the exhibition.
“While thank-yous and expressing gratitude through a card or hand-written note never goes out of style, the activity has enjoyed a resurgence in popularity and attention with millennials and their appreciation for the time invested in writing the note,” noted Kelly P. Bristol, the NSS show director. “With so many wonderful things happening in the industry and at the Show, we are happy to shine a spotlight on sharing kind words and showing appreciation.”
Meanwhile, Mr. Thank You, formally known as John ‘Izzy’ Israel will be a guest speaker Sunday, May 20, in The Theatre on the Boulevard. He’s on a mission to elevate the level of gratitude on earth by 1% – equivalent to 74 million Thank You cards. This effort began in October 2016, when he wrote five Thank You cards each day, every day for a full year. He will be sharing how this effort has transformed his life. He will be signing copies of his new book, The Mr. Thank You Project, following his talk.
Those keen to learn a few tricks on improving their handwriting inside cards will be able to participate in one of four 45-minute calligraphy workshops that will be held during the show’s duration.
The National Stationery Show, is the only North American trade show targeted at speciality paper products – from greeting cards, social stationery, giftwrap, calendars, and journals, to lifestyle gifts.