In the second of a series of ‘United Nations’ reports (the first of being from Jenny Cummins of McMillan Cards in Sydney), Tori Wright, founder of Toronto-based greeting card distributor and now publisher, shares her take on the Canadian greeting card sector and sends good wishes to her many friends in the UK card community.
How is the greeting card trade in Canada, compared to pre-pandemic?
“With so many of the brick and mortar stores closed small and multiples it has taken a huge hit. Online has helped, but we are down 30% in card sales. However, as we open up I am seeing a resurgence in sales. ”
What have been the significant changes?
“In terms of how we sell I think the big difference has been online. We have onboarded an average of 30 new customers each month and that is without having done the last three rounds of trade shows. We are seeing a wider range of retailers looking at cards to be part of the curation for their stores. As a result of this change we have worked very hard at keeping our social media content lively and relevant and we have seen the pay-off. We have new customers inquiring from our Instagram every day.”
Have you seen any notable changes in consumer buying patterns?
“I think customers have become more adept at online shopping and are looking for that option, but as doors open we can see footfall returning to the stores.
In terms of sentiment, snark seems to have left the room and customers seem to be feeling less cynical. We have also seen an up-tick in Art Card sales as people are writing more. ”
What has been the good news?
“I think the good news will be the clean slate and lower rents, which should allow for some new and interesting retail to step into the void. ”
Any significant news from Paper E.Clips?
“Yes…we have rebranded both our Paper E.Clips websites and launched our new B to C website, Halfpenny Postage. We are now publishing our own range of cards and are working with interesting artists from all over the world, but with a focus on Canadian artists. The range is being published under our Halfpenny Postage brand.” (www.halfpennypostage.com @halfpennypostage)
Do you have a message for your UK friends?
“Certainly…we really miss everyone and have so appreciated that everyone kept working and sending us beautiful product to sell. We won’t be in UK in the Autumn, but we are hoping to be there in 2022!”
