‘Rude and offensive cards’ were in the news last month which offered an opportunity for the industry to defend itself without offending sensibilities.
The BBC reported on the PG (Parental Guidance) signs displayed in Scribbler stores and other retailers warning customers of the adult nature of some of the cards. It meant the GCA’s ceo Sharon Little was in hot media demand again, speaking on BBC Radio 5 Live Drive, BBC Radio Scotland and BBC West Midlands. The BBC London News film crew also went on location to Scribbler’s Islington store filming the retail group’s md John Procter and Sharon on the matter.
Talking with Tony Livesey on BBC Radio 5 Live, Sharon said: “There are really a huge variety of cards that cater to all tastes and yes, some of these are rude. But this risqué humour is nothing new. Us Brits have always liked a bit of smut, just look back at the seaside postcards of the past or even Wicked Willie back in the 80s. There is a demand for these types of cards and a lot of people love them and, of course, there will be some people who find them offensive. I completely understand if retailers want to put warnings in windows.”
Joining Sharon on BBC Radio Scotland was Mike Pretious, lecturer in marketing, retailing and consumer studies at Queen Margaret University. Mike said he thought the stickers were a bit of a gimmick and probably acted to draw more curious people into the store. “There is an audience for these cards and while it is not a universal audience, they have a market. We’re not talking about sexualised imagery or pornography, the humour is normally a play on words.”
Bearing up to criticism
Clintons came in for some criticism on the grounds of sexism over one of the cards it stocks. The birthday card features a photograph of a grizzly bear lying on its back with its legs in the air, with a caption: “After a few birthday drinks… she was up for pretty much anything!”
Lucy Dunn, deputy editor of The Pool, took to social media after spotting the card in Clintons’ St Albans store with the message ‘Happy birthday to any woman who ‘deigns’ to have a drink on their birthday. Found this in my local card shop #disgusting.’
Clintons responded immediately, apologising and within hours had instigated the removal of the design from all its stores. As Tim Fairs, Clintons’ vp marketing & e-Commerce, told PG: “Unfortunately this design slipped through our net. While humorous cards are important to us and the market, we do not want to in any way be seen to degrade women and cause offence.”
The story was covered extensively in the media, including in The Sun, Daily Mirror, Daily Express, Evening Standard and Huffington Post.
