Greeting cards are top performer for 79% of independent gifties
Greeting cards have proved the star performer for gift retailers, with an amazing 79% saying the category showed growth over the past year.
And none of the independent retailers polled in the annual Retail Barometer for PG’s sister magazine Progressive Gifts & Home said their greeting card sales had declined over the last year, with the remaining 21% of respondents being happy that levels had remained stable.
The findings of the only annual survey into the independent gift retail sector also revealed that 46% of those surveyed said they were positive or very positive about their future over the next one to three years, with 12% saying they were hoping to open another shop this year.
And the vast majority – 96% – are hoping to see marginal growth or their business remaining on a par to last year, although few are bracing themselves for significant growth this year.
But it was greeting cards that topped he star products performers’ list in the last year, beating plush and fashion accessories where 71% and 61% respectively said these categories had also grown – and giftwrap was up for a none-too-shabby increase for 42% of respondents, with 50% describing it as a stable sector.
Looking back to their festive trade, of which cards are very much a part, Christmas 2024 was more of a cracker than a turkey for gift retailers, with 65% of respondents reporting the season was better than the previous year, and 88% said the average spend remained the same as the previous year or slightly up.
Echoing the current issues over import tariffs and home country manufacturing, having products that are made in Britain continues to remain significant for gift indies, with a significant 88% of respondents citing it as important or very important.
And on the sustainability front 56% have been more vigilant with recycling, while 22% had implemented a reduction of both gifts and cards featuring plastic glitter and flitter, and 64% have been expanding their sustainable ranges.
Over two thirds of those surveyed (70%) confirmed they had upped the ante last year with their eco-credentials ranging from only buying through companies that feature clear sustainability statements, to choosing naked greeting cards where possible.
Always on the lookout for the next bestsellers, the retailers were asked which product areas they’re intending to expand in 2025, and greetings came in second with 22% planning to give more space to cards, while 19% want more gift-led stationery and 15% will be adding to their giftwrap offer.
Connecting with the community is always key for indies and they may be gift retailers but the GCA’s #Cardmitment and Thinking Of You Week campaigns have really been having an impact, coming in a solid third with 32% saying they had engaged.
Meanwhile, 92% see trade shows as the place to find new suppliers and products, with Spring and Autumn Fair at the top of the list for most while PG Live is also a hot ticket.
Finally, the hero products for 2024 for independent gift retailers were jointly Jellycat’s plush, Legami’s erasable pens – and Wrendale Designs across the board with its cards, stationery, gifts, and home items.
