Cardmitments’ indie retailer The Letter Arty reveals festive favourites
As the Christmas selling season ramps up, greeting card retailers are focused on maximising their festive run-up in this golden quarter.
The sector is reliant on a decent Christmas trade, so shops are pulling out all the stops to remind the public how much enjoyment there is in sending and receiving seasonal cards.
PG has been checking in with members of The Cardmitments WhatApp indie retail group to get a measure of their Christmas hunches – here, Matt Simpson, of The Letter Arty in Manchester, reveals his thoughts and his reel showing just a few of the festive cards he has in store…
Christmas Hunch: “The signs are pointing towards an improved Christmas trade at The Letter Arty. With the shop having been established for over a year now, it’s the go-to destination for cards for an increasing number of regular customers and online is looking pretty healthy too.
“While people have probably whittled down their Christmas card list, this just means they’re spending more on the individual cards that they do buy.”
Playing your cards: “The temptation to put this year’s festive offering out was too much and I’d put most of the Christmas cards out on display in early October, then gradually added a few more here and there, ramping up the decorations and displays as the big day gets ever closer.
“So far for our customers it’s all about Christmas card packs, with gorgeous illustrated packs from Emily Nash and Jade Fisher flying out the door, while my lucky dip mystery Christmas card packs are proving popular too.
“With individual cards, customers seem to be buying less, but buying better. Cards that are more than just a card are popular too – I’m sure people will keep the concertina fold-out Christmassy scenes from Raspberry Blossom and Zoe Spry and bring them out with the decorations year after year.
“I also have a selection of beautiful handprinted letterpress cards from Studio 55 and Princetown Press that are at a higher price point, but customers really appreciate the quality and craftsmanship that they offer.
“I took part in the #Cardmitment Challenge week, kicking off with a series of Instagram posts and reels focusing various different ranges and styles of Christmas card and gift ideas.”
Dear Santa: “If Father Christmas could somehow stop planet-destroying big businesses such as Temu and Shein stealing designs from the UK’s amazing and talented card designers and publishers, then I would definitely believe in him again! Not that I ever stop believing of course…”
These views appear in the November issue of Progressive Greetings which can be read online here, and any indie retailer who wants to join the Cardmitments WhatsApp group should email Heidi Early heidi@earlybirddesigns.co.uk.
