Greetings folk ponder how to counter last year’s Christmas card sending dip
The greeting card industry is still counting the cost of the disruptive postal strikes but, thankfully, it looks like the long-running industrial action is finally coming to an end.
However, it’s now time to look at how the retailers and publishers can recover the lost sales caused by the Royal Mail walk-outs at the busiest time of year for card-sending.
Single Christmas card sales held up well for the majority of retailers, but festive boxes and packs were hit by the timing of the Royal Mail strikes, with 72% of respondents to PG’s Independent Retailer Barometer believing their customers sent fewer festive cards in 2022 compared to the year previous.
To find out whether people believe this is just a blip, or fear the severely-impacted volumes are a worrying trend that requires a concerted effort from greetings industry folk to reverse, PG canvassed opinions – in this final instalment we hear from Hugs & Kisses’ Caroline Ranwell, David Byk of Ling Design, No.14 Ampthill’s Jo Barber, and The Art File’s Ged Mace…
Caroline Ranwell, owner of Hugs & Kisses, Tettenhall
“Largely due to the Royal Mail strikes, our Christmas card box sales were sadly down 20%. Charity pack sales also took a dip, but not by as much.
“That said, it never ceases to amaze me how many open single Christmas cards I sold, even at £5 each. People still see the value in sending cards, but just not in the same numbers as they have done in previous years.”
What can we do to up Christmas card sending?
“We all have to remind people in as many ways as we can think of as to the importance of social communication through cards.
“I think social media is a great help. It means I can let customers know as soon as I’ve put the festive selection out, and also promote our Christmas open night, which we hold in November, with mulled wine adding to the conviviality.
“This used to be something I just did for friends and family, but have now extended it to more customers and got the local media involved. Like most things in life, you have to work at it. Boosting Christmas card sending will take everyone doing their bit.”
David Byk, ceo of Ling Design, GBCC and Penny Kennedy
“Christmas 2022 trade started really strong. Retailers wanted it delivered early and reported good early sales from the public, but then, thanks to the Royal Mail strikes it tailed off. As sales of single cards held up well, coupled with those early sales, most retailers didn’t have too bad a season, but none of us can take anything for granted.
“There’s no doubt the number of Christmas cards sent was down. Should we see this a blip or a continuing trend? Probably a bit of both. The Royal Mail strikes definitely gave people an excuse not to send as many Christmas cards as they have previously, but we need to try to turn that around.”
What can we do to up Christmas card sending?
“I do get the sense that some retailers, garden centres in particular, are gearing back up to create some more festive theatre this year, which will help to encourage sales.
“I totally agree with others that we, as an industry, need to put our heads together, something the GCA is great at facilitating, and come out fighting with lots of ways of reminding people of the joy of sending and receiving cards.
“I also think that we should be working closely with charities, who benefit financially as well as in awareness, to help get a positive optimistic message out there.”
Jo Barber, owner of No.14 Ampthill, Ampthill
“For us, sales Christmas card packs were severely hit last year and it has to be down to the postal strikes. Packs go on sale from 1 October, we have our early buyers but a lot of our customers tend to buy at the end of October/beginning of November and this is when postal strikes were hitting the headlines daily. As a percentage, we were down over 40% on card packs.
“But all was not lost, single cards were up by over 20% and our margins on these were stronger – and we were still selling single cards at 4pm on Christmas Eve!
“There’s been a steady increase in the RRP of card packs, and brands selling above the £7.99 price point were the last to sell, as were the packs without a charity donation.
“Christmas is a time for giving, customers who send a lot of cards like to feel as though they’re making a difference, I don’t think they care how much goes to charity, they just want to feel as though they’re contributing. I’d love to see more publishers get behind this in 2023.
“I also think customers want to match a card to the recipient, too many packs have just one design and nobody likes glitter any more.
“Do I think this marks a new trend in Christmas card selling? Yes, I do. We’ll only order charity packs this year and plan to really promote the charity aspect in our newsletter to customers.
“Christmas card sending isn’t dead, far from it, we’ll just make sure we have a healthy supply of single festive cards as these are more lucrative for us.”
Ged Mace, managing director of The Art File
“There’s no denying that last Christmas was affected by the postal strike and the cost-of-living crisis which led to more cautious spending on the High Street. Working from home no doubt also contributed, in some part, to people sending fewer Christmas cards to work colleagues.
“However, overall, The Art File reported its best year yet in Christmas card sales, both from boxed and packaged cards as well as single cards and I’m pleased to say the majority of our customers did well over the festive period.
“Ten years ago we introduced our Luxury Christmas Card Boxes containing eight cards, and these continue to perform well for our customers. Our thinking is that consumers are happy to send higher-quality Christmas cards to their closest friends.”
What can we do to up Christmas card sending?
“One area that’s often overlooked by anti-Christmas card commentators are charity packs and the much-needed funds these sales generate for good causes across the land.
“We had our best-yet season for charity pack sales and, over recent years, The Art File has donated over £250,000 to our charity partners. I’m sure these good news stories are multiplied across our entire industry and we should shout louder about these successes on a national scale.
“I also feel as an industry we should promote the giving of Christmas cards over and above posting them. Everyone loves to receive a card, whether this is posted to you or hand delivered. In my opinion Christmas cards remain an integral part of giving and receiving at Christmastime and they’re here to stay.”
These Christmas sales views also appeared in the March edition of Progressive Greetings magazine which can be read online here, or you can subscribe here to receive the magazine by post each month.
Above: Caroline Ranwell, David Byk, Jo Barber, and Ged Mace speak out
