With Austin & Co having been crowned the Best Independent Greeting Card Retailer – Wales and the Midlands in The Retas 2021 yesterday (November 16), owner Sean Austin is most definitely full of Christmas cheer. Not only that, but he has come up with an initiative that will help spread the love to those in the community as well as putting to good use some left over Christmas cards.
Taking his cue from the GCA’s Thinking Of You Week held every September, Sean is extending the sentiments of that week to Christmas. “We will be asking customers to write one of their spare Christmas cards to someone they don’t know, but someone who would really appreciate receiving it,” he explains.
Sean’s Thinking of You Week at Christmas initiative, which launches today (17 November) will encourage Austin and Co customers to ‘post’ their written cards at the shop and these we will then be delivered to local charities, such as Age Concern and Community Action Trust, as well as to local care homes too.
“We have no quibbles of where the cards were bought. It’s all about getting those unused cards at the bottom of a Christmas card pack out to as many people as we can; sending a Christmas card and delivering a smile,” said Sean.
Here, Sean shares how he is feeling about Christmas trade this year, what approach he is taking as well as supply issues he has experienced….
What is your hunch about Christmas trade for you this year?
“After the aborted Christmas of 2020, I think people will adopt a more relaxed approach to cost and will actually spend more. If they like something, they will buy it, no quibble.
Online will definitely hit certain areas of the High St, such as fashion, home furnishings, and electronics. In card retailing, we are in quite a lucky position that so many cards continue to be bought on the High Street so we’ve hooked the consumer into the store to not only buy a card, but then have the opportunity to sell to them from our non-card product. Those who may be fearful of an online order not being delivered may work to our advantage too in many deciding to go for a ‘click-and-collect’ option so bringing them onto the High St.”
What approach have you taken this year?
“I was fully stocked and ready to go last weekend of October. I know some retailers went early, preying on the public’s fear that there won’t be anything in the shops.
As regards products, cards are, and will always be, the number one category, and I’ve increased our offer, especially on packs where customers will see a greater value for money if budgets are tight. I also have a large number of everyday and general occasion cards left out on the shopfloor – a winner with customers when many other shops have reduced their footprint.
With the Shop Local movement continuing to gain strength, I have worked with local artist and author/illustrator Hannah Lawson to create some lovely Christmas cards.
Dog accessories, and other one-off gifts such as Chilly’s water bottles and Roka bags, are earning their space with a higher margin per square foot.
I have no plans for promotions; I always feel it is a bit odd to reduce prices at a time when people want it.”
Have you suffered supply issues?
“I have suffered some supply issues from goods coming from Europe. Some orders from suppliers that used to take two days pre-Brexit, now are taking five weeks with hold ups at customs and delivery companies. Because of this I have had to let some go and find substitutions.
One positive over the past year has been the online wholesale websites, such as Faire and Abound which have opened up the US wholesale market to the UK. New original product that can be in the shop in less than a week from the other side of the Atlantic.”
Top: Sean Austin of Austin & Co is all geared up for Christmas trade.
