And the scores are in…this year’s Thinking of You Week (which took place 25 September – 1 October) not only had the broadest reach ever, but indie retailer Calliope champions the Week as having been commercially successful to boot.
“Thinking of You Week was such an amazing event this year,” commented Sharon Little, ceo of the GCA, who spearheaded the week-long initiative that encouraged people to send extra cards. Summing up some of the highlights of the widespread participation, she said, “There was so much going on… publishers went into schools, hospitals and the elderly to write cards, mutiples Clintons, Card Factory and Waitrose helped to promote, as did Moonpig and Thortful. Royal Mail spread the word on its stamp cancellation marks, crafting magazines went full pelt, BBC Radio Wiltshire had a special Thinking of You Week spot each lunchtime during the Week, and social media channels were buzzing – there were 837 #thinkingofyouweek Instagram posts alone during the Week!”
Carte Blanche got great traction with its Tatty Teddy animation that it posted to coincide with Thinking of You Week.
Independent card and gift retailer, Calliope Gifts (which has stores in Dorking, Haywards Heath and Alton) really got behind Thinking of You Week for the first time this year – and it was rewarded for its actions.
In the spirit of ToYW, sending extra cards to people to let them know you care, are thinking of them, or just to say hello, Calliope instigated a ‘4 for 3’ promotion across all greeting cards to encourage multiple buys (and sends). Posters about ToYW anchored the window displays.
“We are delighted with the results,” confirmed Andy Adamson, director of Calliope. “Our best week for card sales since Mother’s Day week!”
During the ToYW activity Calliope’s sales soared by 28% compared to the same week last year in terms of number of cards sold and 24% in terms of revenue.
“Our total sales of all categories were up 6% in revenue terms year on year so the growth was almost entirely down to card sales,” elaborated Andy.
Calliope tracked over 200 transactions from customers participating in the ‘4 for 3’ promotion during the Week.
*Following on from Thinking of You Week, the GCA’s thoughts are now focusing on the build up to its AGM and Conference, which takes place on Tuesday 24 October (11am-4pm) at the majestic Council House, in central Birmingham. Among the speakers are Sainsbury’s senior card buyer Carly Pearson, Sarah Hamilton (Just a Card campaigner, author of House of Cards and acclaimed artist) and Bank of England’s Glynn Jones.
*And not to forget the GCA’s Festive Friday campaign, which this year falls on Friday December 1, which kick-starts Christmas card sending!
