Feature
Danilo
Rachel Ellen
Thinking of You/Wellbeing
Thank you for being a friend nd
Kali Stileman
The past couple of years have made many people appreciate the people in their lives more than ever, and that is reflected in cards that focus on friendship and thoughtfulness
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he Greeting Card Association’s Thinking of You Week, which encourages consumers to send cards to friends and family, runs from 19-25 September, something for retailers to bear in mind when ordering at the summer trade shows. We spoke to card publishers about this sector, its increase in popularity, and what you can expect from it in the future. It’s certainly a catgeory that has received plenty of interest from publishers, as Helen Dyson, director at Dyson Design, explains: “We’ve added cards to our existing ranges with friendship and thoughtful messages, and they are an integral part of our Petals collection. We think we’re helping people to express themselves beyond the confines of a traditional sympathy or get well card, not just to help friends and relatives through difficult times but to accentuate the positive aspects of friendships and relationships.’’ We’ve all been through some tough times recently, so the category is more relevant than ever, as Emma Young, MD at Paperlink, points out: “There has been a lot of negativity in the world, but our data paints a much more positive picture. There’s been a real increase in the number of non-occasion card sales. After a hard few years, people are looking for any excuse to show they care and to be supportive. It’s a fantastic thing and we’re happy to be a part of it. It’s a more positive and supportive culture post-Covid. As a society, there is much more awareness around mental health and the difference friendship and connection can make. “Everyone seems to be making a real effort to reconnect and support each other, and nothing brightens up the day and says ‘I’m thinking of you’ quite
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like a well-chosen card. We’ve worked hard to design cards that resonate with this positivity, bringing bright, cheerful designs, and light-hearted humour to hit the right note, whatever the reason.’’ The pandemic prompted an increase in designs in this category for both Rachel Ellen Designs and Rosanna Rossi. Rachel Church at Rachel Ellen says: “Although we’d had card ranges featuring positive and uplifting captions for many years, the Covid pandemic created an environment where inspirational messages and those giving hope and a sense of connection and caring were much more necessary and at the forefront of people’s thinking. We now have a number of card ranges catering for this, as well as a crossover into our gifting and stationery ranges with products such as mindfulness and wellbeing journals.’’ Rosanna Rossi owner and designer Anna Nelson adds: “We have always found thinking of you and wellbeing popular card titles, but since the start of the pandemic these titles have increased in popularity. Each collection we release will include a number of sentimental titles that are devoted to positivity and thoughtful words.’’ And consumer attitude is really driving the change, as Helen Dyson points out: “People have become more willing to talk about their feelings as society has become less formal, and the isolation of the pandemic has accelerated that trend.’’ Emma Young at Paperlink adds: “Customer demand and sales data has a huge impact, but honestly it just feels the right thing to do; to help people connect via more traditional methods. Video calls, instant messaging... there’s more ways than ever to get in touch. But with the new technology, comes fatigue. People long for the simple, unexpected excitement of receiving a card from a loved one. It’s such a refreshing change of pace to see people making time to celebrate the little things in life.’’ Anna Nelson at Rosanna Rossi agrees: “With everything that’s going
Rosanna Rossi
“After a hard few years, people are looking for any excuse to show they care and to be supportive’ Emma Young, Managing Director, Paperlink on in the world, it’s even more imperative to look after your mental health and wellbeing. Sending a heartfelt card to wish someone well or ‘a little ray of sunshine’ can make a huge difference to someone who’s going through a hard time.’’ So finally, what can we expect from this category in the future? Emma Young at Paperlink says: “It’s not about waiting for the big milestones any longer, but appreciating the here and now, those who matter most, and celebrating each and every moment.’’ Rachel Church thinks that recent events have left a lasting legacy: “Although Covid is still there, much has returned to normal in our everyday lives. But while other world events have taken the headlines, they’ve also reiterated that the need for unity, harmony, positivity and hope is more important now than ever. This is especially the case for children and young adults as it’s hard to say what long-term effects the past few years have had on them, and this is in part why we included uplifting messages and captions within our beautiful Moondance range at the start of the year.’’ The last word goes to Rosanna Rossi’s Anna Nelson: “I can only see this category growing and continuing its positive message.’’
