Retailers’ school report puts academic packages and sweet treats top of the class
Students may have been underwhelmed by their recent exam results but for the greeting card industry the education season has definitely hit top grades.
Exam congratulations have proven to be a definite fixture on the timetable for card retailers of all sizes, along with thank you teacher designs and plenty of gifts and sweet treats.
Here, PG Buzz gets the lesson plan from across the country following last week’s GCSE results, A Levels the previous week – and earlier in the month up in Scotland…
Roy Beswick, co-owner, The Card Collection, East Molesey
Have exam congrats cards been a pass or fail for you?
“Definitely a pass with distinction for us as we stock cards for every stage and celebration of a student’s educational life, from good luck on your first day at school to congratulations on your graduation!
“We stocked cards from a number of publishers including Lucilla Lavender, Words ’N’ Wishes, The Art File and Paper Rose.”
Are other education cards in the lesson plan?
“Along the journey we have cards for good luck at your new school, passing of GCSE congratulations, passing of A Level congratulations, Good Luck At University and finally graduation congrats. We also have both standard-sized Thank You Teacher cards for individuals to give as well as large-sized cards for whole class groups to sign.
“We also do a lot of exam congratulations, graduation and welcome home from university balloons. Our handmade Belgian chocolates are also really popular gifts for teachers and we sell a lot of bottle bags as well!
“What’s really pleasing for my wife Julia and I is seeing our customers’ and friends’ children grow up and develop over the years as they commence their school life to their finish as graduates and enter the adult world.
And is it an apple for the teacher or a finger of Fudge as a treat?!
“Seeing as we have a pick ’n’ mix old school sweets counter – very popular on the Friday after school rush – it has to be a striped paper bag of fudge for the teacher!”
Sarah Holmes, owner, Pencil Me In, Elgin
Have exam congrats cards been a pass or fail for you?
“Exam results day for us was 8 August, and we created a section in store to make it easier for customers on the day to pick up cards – not just covering brilliant results but also for those that perhaps didn’t get the results they were hoping for.
“I’ve been there personally when I didn’t get the Higher (Scottish A Level equivalent) results I wanted but it didn’t stop me going on to study graphic design. Most years we take part in the DYW (Developing The Young Workforce) campaign across Scotland to shout out that there is no wrong path with your career and exam results don’t define you.
“Cards sold well, and we had bought in some specific exam cards from Earlybird. We were also celebrating our brilliant team member Scarlett who got two As, B and C in her Highers and is hoping to study portraiture at art school after sixth year – she’s an incredible illustrator.”
Are other education cards in the lesson plan?
“Scottish schools finished at the end of June, and we’re always very busy for teacher gifts with our pencil and stationery collection as well as teacher cards. We had some fab cards this year from Ohh Deer and Lomond Paper Co that I’d been stocking up on all spring.
“Schools went back locally on 15 August, and this year I was in the mix with my eldest starting school!
“I created some Good Luck At Primary School cards on our in-house digital foiler and they sold out quick smart, back-to-school pencils area also super popular for us in August and online into September for the rest of the UK.
“We hold any specific university cards, but lots of Next Adventure, Good Luck, You’re Awesome-type cards are available. We’ve just received a large order from Wrap Magazine who have an eclectic mix of designs to cover lots of this season. Alison Hardcastle also has a super fun colourful range which suit the teenagers.”
And is it an apple for the teacher or a finger of Fudge as a treat?!
“Neither Fudge nor apple, pencils all the way for a gift! Our teacher pencil set was our bestseller in June.”
Paul Cheshire, owner, &Quirky, Berkhamsted
Have exam congrats cards been a pass or fail for you?
“We did stock a range of well done/congratulations cards and sales have been very good. It was a mix of worded and also image cards which sold well.”
Are other education cards in the lesson plan?
“We have a small selection of Thank You Teacher cards but tend to find the general Thank You packs sell better. I guess because they also thank teaching assistants, etc. There are some good luck cards which would work for starting school or off to uni but we don’t generally buy for this market.
“Lucy Maggie’s top banana card sold well, along with Lagom’s Mini Cards, Studio Bokio’s Smart Arse card, and Profane Cards, a small local maker, with their WOW and Smashed It cards.”
And is it an apple for the teacher or a finger of Fudge as a treat?!
“A finger of Fudge – of course!”
Emily Cooper, partner and merchandiser, gifts and stationery, John Lewis & Partners
Have exam congrats cards been a pass or fail for you?
“Yes, our customers were definitely in the celebratory mood last week with congratulations cards up 66% on last year. The publishers that were particularly strong for us were Caroline Gardner and Woodmansterne.
“Good luck cards also saw a significant uplift of 124% on last year driven by Louise Mulgrew and Woodmansterne.”
And is it an apple for the teacher or a finger of Fudge as a treat?!
“I have a sweet tooth, so my preference would definitely be for fudge over an apple!”
Caroline Ranwell, owner, Hugs & Kisses, Tettenhall
Have exam congrats cards been a pass or fail for you?
“This year we have 4ft which is a mix of Exam Congrats, Graduation, Well Done, So Proud Of You and then some general congratulations. Every year we sell out, it drives me crazy, so this year I was determined to get it right! I think I got it spot on this year we had a really fabulous selection.
“So many of our publishers offer fabulous designs for exams etc, we had some fabulous colourful designs from Wendy Jones-Blackett, Paper Salad and Rachel Ellen, great quirky designs from Dandelion Stationery, some lovely more traditional designs from Woodmansterne and a great mixed package from Abacus, plus lots more from so many other publishers.”
Are other education cards in the lesson plan?
“Thank You Teacher is a great mini season for the summer, we do sell so many. I remember when I opened my first shop back in June 2000, I just couldn’t believe how many we sold, as a rep I had no idea just how popular Teacher cards were.
“This year we had around 26 designs of Thank You Teacher cards including some Thank You Teaching Assistant too. More and more publishers are offering Thank You Teacher cards which is great as, originally, I had to buy most of them from the wholesaler. This year we had some brilliant fun designs from Dandelion Stationery, Rosie Made A Thing and Abacus, plus some great designs from Woodmansterne and IC&G.
“We don’t sell a huge amount of specific Good Luck Starting School and Off To University cards but we do get asked for them so we usually have around eight to 12 designs of these which I display alongside a row of general good luck. Not so many publishers offer these two captions – I buy most of mine from Abacus.
And is it an apple for the teacher or a finger of Fudge as a treat?!
“I’d love to be healthy and say and apple for the teacher please but, no, a finger of Fudge it has to be as chocolate is my downfall!”
Sandra Jervis, owner, Creative Cove, Lampeter
Have exam congrats cards been a pass or fail for you?
“I think, like the actual exams, previous years have had better results! This year I’ve certainly sold a lot less than in previous years.
“I stock exam results cards in both Welsh and English, with Welsh leading the way by a long shot.”
Are other education cards in the lesson plan?
“We sell lots of thank you cards at the end of term, again far more diolch (thank you in Welsh).
“Customers like to buy little notecard packs for this occasion as they’re usually buying for several teachers and it’s a way of saving a bit of money – especially if they’re buying a gift as well.
“We sell a very small amount of good luck at university cards and haven’t ever sold one for little ones starting school! The university ones really are in decline for us though.
“My favourite publishers for exams are Max Rocks and Draenog, Lottie Simpson and Earlybird Publishing are great for thank you cards. Dandelion Stationery has an excellent range of small notecards in both languages.”
And is it an apple for the teacher or a finger of Fudge as a treat?!
“Definitely an apple for the teacher… I’m not good at sharing the Fudge!”
Jo Sorrell, owner, Cardies, Stevenage
Have exam congrats cards been a pass or fail for you?
“We do always prepare for both A Level and GCSE exam results, it’s mostly the parents and grandparents who come in to send congratulation and commiseration cards for exam results.
“While most are on the congratulatory side we’re mindful to stock cards that cover captions that remind the recipient that, whatever the result, the sender is proud of them.
“A particular favourite with the grandparents is the IC&G card with either granddaughter or grandson congratulations on your exam results
“The simple Proud Of You design from Caroline Gardner was another great caption as this covered both good and not so good exam results, We also liked the High Five design from Alex Clarke and Clever Sausage from Dandelion Stationery.”
Are other education cards in the lesson plan?
“We do sell quite a few Thank You Teacher cards and we stock Good Luck For First Day Of School as well as Good Luck At Uni. Not huge sales but we like to make sure we have them.
And is it an apple for the teacher or a finger of Fudge as a treat?!
“It would have to be finger of Fudge for me but Little Ted would choose the apple!”
Aga Marsden, co-owner, Highworth Emporium, Highworth
Have exam congrats cards been a pass or fail for you?
“Last question first – Fudge for me no doubt!
“We do very well with educational cards and always buy into packages prepared by our suppliers. The more specific titles sell the best always. General exam cards are great but the ones with GSCE or A Level congrats are well appreciated by our customers. The same goes for congrats cards addressed to a daughter, son, grandson etc, they’re always first to sell.”
Are other education cards in the lesson plan?
“Thank You Teacher is definitely still going strong and, somehow year by year, we run out of Thank You Teaching Assistant cards. We order more and more every year and we always end up not having enough!
“Uni, Graduation, Prom and First Day At School, as well as Good Luck On Your exams are very steady. We buy into the whole academic packages from UK Greetings, Ling and Woodmansterne, and they all do very well.
“It’s worth adding that we did a few humorous ranges for teachers before and they didn’t sell as well.”
And is it an apple for the teacher or a finger of Fudge as a treat?!
“And yes, again, Fudge every single time!”
Helen & Paul Southgate, owners, Cards ’N’ Things, Hellesdon
Have exam congrats cards been a pass or fail for you?
“End of term and exam congrats season was reasonably strong for us this year, or you could say a solid seven in today’s grades!”
Are other education cards in the lesson plan?
“We have a full range of card titles from Thank You Teacher, Exam congrats, Off To Uni, First Day At School and Graduation.
“And we found an increase in people buying gifts for their children as they finished their exams or on moving up to a new school.
“It’s always such a pleasure to help people find the right card of congratulations or good luck and share in their celebrations, certain companies have special titles too including Words ’N’ Wishes, Ling and Abacus. Particular ranges that are popular are from IC&G as they have lots of titles like Son/Daughter Exam congrats to Great-Grandson/Daughter Graduation.
“We have a great range of Off To Uni cards. Holy Mackerel and Dandelion Stationery add great humour to their designs but our stand-out design is a Pickled Prints card with a picture of a pot noodle which the caption Good Luck At University! Your Culinary Adventures Start Here.”
And is it an apple for the teacher or a finger of Fudge as a treat?!
“Has to be a chocolate treat for the teacher!”
