Views on industry challenges and opportunities from Chris Bryan, Sarah Jackson and David Byk
Delivering the love and sentiment everyone needs is the aim of the greeting card industry, and the GCA council members are well placed to consider how to achieve this.
Well blessed with a strong roster of council members whose collective experience and differing perspectives help protect and further nurture greeting card sending in the UK, PG Buzz shares their views on the industry’s challenges, as well as the opportunities and wishes for 2023.
First up is Second Nature’s Chris Bryan, president of the GCA, along with Stormy Knight’s Sarah Jackson, and David Byk of Ling Design, GBCC and Penny Kennedy…
Chris Bryan, general manager of Second Nature
Opportunities
“There are still 67million people having birthdays each year, 350,000 weddings and just as many births and millions of other emotional moments in people’s lives that our industry can help celebrate or commiserate.
“Our industry is one of the few that delivers a product that’s truly meaningful and is often kept for the special sentiment it conveys, the GCA and everyone involved in the industry, no matter their role, should be really proud of what we do.”
Challenges
“Inflation and the cost-of-living crisis are not going to be resolved overnight. The war in Ukraine has had such a global impact on economies and, until it’s resolved, it’s difficult to see how there can be any degree of certainty. Costs will continue to increase, demands on public services will increase and taxes and wages will need to increase to offset it all – it’s a vicious circle.
“Our challenges will be keeping the importance of sending greeting cards at the top of consumer’s priorities as they may seek to make cutbacks on their spending. Card prices have barely risen but the cost of sending a card, especially with the recent poor service from the Royal Mail, and proposed cuts to the future service are concerning, so we need to keep pushing the message of just how amazing the impact of receiving a handwritten card is.”
Wishlist
“My letter to the Good Fairy, would contain several wishes…
“The war in Ukraine to stop – it goes without saying that it’s truly horrific on the humanitarian side, all those poor people losing their lives and loved ones, but the damage to global economies that the war will continue to cause could take years to reverse.
“The UK government – any UK government! – needs to get a grip, the economy needs strong legitimate, honest leadership with a workable plan that doesn’t over-penalise the poorer members of society or completely remove the incentive to work harder.
“Somehow, we need a fair and workable system where employees can fight for their rights with independent arbitration without calling for strike action. I absolutely understand and support the need for and value of employee rights but the fact that so many people’s lives and livelihoods have been jeopardised is deeply unfair.
“The Royal Mail needs to get its house in order, keep to its obligations and deliver value for money.”
Sarah Jackson, director of Stormy Knight
Opportunities
“It’s easy to focus on the negative events but I think the report presented at the AGM shows people’s shopping habits are beginning to return to normal after the pandemic and the tradition of giving greeting cards is still a strong one that people value.
“It feels like there’s been a shift within people’s buying habits too, that has seen them supporting local businesses and really valuing their High Street. There are a lot of industries that boomed during the pandemic and then saw a quick drop-off in business when normal life resumed but, thankfully, we aren’t one of them.
“There are so many exciting things going on behind the scenes at the GCA – improved member benefits, more GCA Locals being planned which are a great way of bringing people together to swap publisher tips, a great selection of webinars to help publishers with growing their businesses – combined with the Dragons’ Den event, these offer opportunities for growth and self-promotion for members.”
Challenges
“Where to start?! The Collins English dictionary selected ‘permacrisis’ as its word of the year for 2022 and it’s easy to see why. It feels like we’ve had one thing after another thrown at us the last few years with Brexit, Covid, and now the impacts of the war in Ukraine and the cost-of-living crisis. The biggest challenges for us at the moment are centred around pricing increases and how to keep realistic margins while still providing competitive prices to our customers.
“For an industry as a whole, it’s the Royal Mail and postal strikes that have been concerning – especially in the run-up to Christmas.”
Wishlist
“Hmmm, mandatory Christmas card sending? Just kidding! It’s a boring answer but I guess more economic stability that would even out the cost-of-living crisis and allow people to enjoy themselves a bit more. More birthday parties, weddings and new homes are a great excuse to send a card!”
David Byk, ceo of Ling Design, GBCC, and Penny Kennedy
Opportunities
“I think everyone is worried about 2023. However, I was really buoyed by the data presented by Kantar, at the GCA Conference & AGM, that highlighted how greeting cards are more recession-proof than other products due to the relatively low cost and joy they can bring, but we can’t be complacent.
“The industry needs to continue to push the importance of sending cards and how they’re still massively relevant, even in harder times. The consumer will still buy great cards from great retailers and we all need to be at the top of our game. The GCA also has an opportunity to shine as we are the industry body that can get those messages across as well as increasing awareness as to how much we are doing as an industry for the environment.
“The GCA is also a campaigning organisation and we’ve seen the tenacious work that’s been done taking on the Royal Mail and its desire to have legislation changed so it only delivers parcels and not letters at the weekend.”
Challenges
“We thought Brexit was tough, then there was Covid and, in 2022, we had both of those on steroids with the invasion of Ukraine. I’m not sure what can come next! All of these matters have made our job and that of our customers more difficult in many ways with inflation, board and transport shortages and great sadness for so many.
“The cost of stamps along with the strikes worries me. Cards bring joy to the recipient, but we need to get them there at a reasonable cost and when they are expected. I don’t think more Amazon vans swerving around the road delivering cards and letters is any answer and I hope the great British postman will continue come rain or shine six days per week for many years to come.”
Wishlist
“Ling and GBCC have responded to all the chaos in the world by putting together our biggest and best Christmas releases ever at competitive prices! If you can’t beat them…beat them! We know customers buy cards and we want them to be ours.
“As for the fairy we want it to ensure there is snow on the Alps, but not in Birmingham at the time of Spring Fair, and for everyone to be spreading loads of love with cards for Valentine’s Day.”
These views also appeared in the January edition of Progressive Greetings magazine which can be read online here, or you can subscribe here to receive the magazine by post each month.
