The power of laughter and the greeting card’s ability to add and support is one of the many insights from the latest PG Retail Barometer. The findings of this annual quantitative and qualitative survey into independent card retailers’ trade reveal that humorous cards topped the charts for indies as the greeting card genre which showed the largest growth over the last year, compared to the previous 12-month period.
Relations & occasions cards, the backbone of many indies’ card racks, secured the second position shared by traditional words and sentiments cards.
Echoing the experiences shared by indies on PG Buzz over the last few weeks, Christmas card sending in 2021 v 2020 was encouraging, as reflected in Christmas singles as well as boxes faring well in the recent Barometer results.
An encouraging new entry into the ‘top ten’ in this year’s survey question regarding the top performing card categories are those which recognise and celebrate diversity and inclusion, while supportive friendship/thinking of you cards are still very much in the heart of the list of strong performers for indies.
Which card categories have you seen sales grow in your shop(s) in the last year? (Previous year’s position shown in brackets)
1st Humour (1st)
2nd = Relations and occasions (2nd)
2nd = Traditional words & sentiment (4th)
3rd = Christmas packs or boxes (3rd)
3rd = Christmas card singles (5th)
4th Contemporary trend (7th)
5th Friendship/Thinking of you (6th)
6th Handmade or Hand-finished (9th)
7th Art (8th)
8th Diversity and Inclusion (-)
9th Children’s (12th)
10th = Photographic (10th)
10th = Father’s Day (=13th)
10th = Male (11th)
11th = Mother’s Day (=13th)
12th Cute (14th)
13th Easter (15th)
14th Licensed (16th)
When asked which greeting card categories indies would like an increased choice in 2022, the response was a rally call for more of the funny stuff! After humorous cards, continuing the trend of last two years’ Barometer findings show an urge for more male card designs.
After that it is relations and occasions for which the appetite is unabated. New in this year’s Barometer findings is the thirst for more designs which reflect diversity and inclusion (a cry out from 19% of respondents). Meanwhile, chiming with the return of celebratory gatherings, is an urge for more age cards, especially for adults as well as a potential for more high end handmade/hand-finished cards having been clocked.
On the specific caption front, continuing a trend of the last few years it is ‘greatness’ that is being called for – Great Grand-daughter, Great Great Nan etc. Other common pleas from indies are for more cards which reflect blended families.
Looking beyond greeting cards, when asked what product areas indies are planning further diversification in the coming year, gifts is back in the top slot, having pushed sustainable goods one peg. The big climbers this year on the planned diversification front are giftwrappings, clothing and confectionery, while books, food gifts and handbags make it into the list for the first time.
Into which product areas would you like to further diversify? (Previous year’s position shown in brackets)
1st Gifts (2nd)
2nd Sustainable goods
3rd Stationery (3rd)
4th Candles and other home fragranced products (4th)
5th Home accessories (7th)
6th Giftwrappings (14th)
7th Impulse items (6th)
8th Wellbeing products (8th)
9th Jewellery (9th)
10th= Clothing (=18th)
10th=Chocolates/confectionery (15th)
10th= Bath and body products (16th)
11th Children’s products (=13th)
12th= Food gifts (-)
12th= Fashion accessories (12th)
13th Books (-)
13th Partyware and balloons (5th)
14th Calendars, diaries (17th)
15th Jigsaws and boardgames (-)
16th Handbags (-)
17th Gardening products (=13th)
18th= Pet products (11th)
18th= Kitchenware and tableware (=18th)
19th Art and crafting products (10th)
20th Advents (-)
Fuller findings of the PG Retail Barometer are shared in the February edition of Progressive Greetings magazine.
Top: Laughter continues to be the best medicine, especially during these times of uncertainty.
